With the influence of the internet and particularly social media on such a large segment of the population, it’s vital to have a marketing strategy that utilizes social media. For most companies, especially small businesses and startups, the right social media marketing strategy can be the difference between success and failure. If you already have a website for your business, it’s time to take the next step and create accounts on social media platforms. You can use these social media profiles to increase brand recognition, interact with your target audience and create the right public image for your company.

1. Understand Image

Before you start posting on several different social media accounts, it’s important to have a comprehensive idea of the tone of your brand and the image you want to create and maintain. You should choose an image that is true to yourself and your business values, and also one that is likely to interest and attract potential customers.

2. Use at Least Two Platforms

There are numerous social media platforms, and it’s not practical to have an active company profile on all of them. However, it is smart to maintain a profile and interact with your followers on at least two different platforms. Facebook is one of the most popular platforms along with Twitter. Other platforms such as Instagram and Pinterest cater more to a niche audience. Choose the platforms where your target audience is most active and build your brand image there.

3. Get Help

Using social media for your business can be a complicated process and a good strategy will yield very different results from a poor one. If you don’t feel like you have the time to invest in learning how to create and manage your company’s social media presence, consider using part of your advertising budget to hire a social media manager.

4. Make it Professional

Even if you maintain personal profiles on several social media accounts, it’s not the same as a professional profile. Research tips on how to promote your brand on social media and be sure to keep your company’s profiles professional.

5. Be Unconventional

While it’s important to learn from successful businesses that use social media effectively, it’s also necessary sometimes to make your own way. Figure out unique ways to make your company’s profile stand out and draw in your target audience.

6. Encourage Sharing

One of the best ways to build your brand’s image and following is to encourage your current followers to share your content with their own social circles. To accomplish this, your posted content must be interesting and engaging as well as useful. People are far more likely to share a helpful how-to article or entertaining video with their friends than to pass along anything that simply looks like an advertisement or sales pitch.

7. Use Mixed Media

Along with using several different platforms, it’s also important to create variety in your posts. Use a mix of blog posts, tweets, photos and videos to tell your company’s story and encourage potential customers to work with you. The HamptonCreek company is a great example of this strategy. Their various social media profiles contain an interesting mix of thought-provoking articles, interviews, short videos, photographs and helpful tips for using their products.

8. Don’t Get Complacent

When you find a social media strategy that works well and engages your audience, it can be tempting to stick with it and stop looking for new ideas. However, the internet changes rapidly and what is popular and engaging today could be boring tomorrow. Your target audience will change and evolve in what they appreciate and seek out, so your brand has to continually evolve as well. Keep up with current trends and don’t be afraid to try something new so your brand doesn’t become stagnant.

With the right strategy and a dedication, social media can be an effective part of your company’s marketing campaign. You can use various platforms to create and distribute your brand’s image as well as gain a following and interact with your target audience. A creative mix of posts on several different platforms will help you maintain an active and engaged audience and high-quality content will encourage your audience to share with their own followers. Be flexible in embracing new strategies and dedicate the time to finding the most effective way to engage your target audience through social media.