That’s the million-dollar question for marketers looking to up their digital footprint and get their work seen by their target audience. So what’s the answer?
In practice there are a number of strategies you can put into action to make sure you get the visibility you’re looking for.
- Make your content engaging
Well, yes – you’d imagine this was a given. But not always. And for most of us, there are little improvements we can make that will ramp up our share rate.
Including images in your posts is one way to increase engagement. A Hubspot blog from earlier this year suggested that tweets with images get retweeted 150% more than those without.
Research published by socialmediaexaminer.com suggests the same is true on Facebook.
It wouldn’t take a rocket scientist to extrapolate that most social media channels work in the same way. Photos make for a more engaging post – and one that’s more likely to be shared.
The same goes for making your content snappy, to the point and using ‘hot topic’ terms, as well as frequently-searched-for keywords.
And make sure it’s mobile-friendly. Marketingland.com claimed last year that 80% of the time spent on social media sites was via mobile devices. Make sure your website is optimised for mobile use to tap into this.
- Make it easy to share
Do you have ‘social sharing’ buttons on your website? And are they in the right place? (Research suggests that top left will get you the most traction).
Does your content contain regular calls to action, with snippets and sound bites to share?
You can get various technologies that allow readers to share content direct from your blog, article or other material.
Some of these will allow you to create ready-made tweets – which your readers can post with one click.
- Use the right headlines
Headline should be short and to the point.
Use Google’s free keyword tool to identify the most searched-for phrases relevant to your topic, and include them if you can.
Emotional headlines apparently get shared more often than neutral ones. The Advanced Marketing Institute has a free Emotional Marketing Value Headline Analyzer which will tell you how your wording stacks up against their criteria.
Scheduling experts Coschedule have a similar tool, also free to use.
- Timing is everything
The time you put your messages out can have a huge impact on their shareability. This goes both for the time you post blog entries and the times you share content on social media.
The same blog suggests that 70% of users read blogs in the morning – so publishing first thing could help increase your readership rates and therefore your shares.
- Keep it compliant
For regulated firms, like those in financial services, the need to ensure social media posts are compliant trumps all other considerations.
Put material out there that falls short of the Financial Conduct Authority (FCA) requirements, and greater visibility will be a nightmare, not a dream. The FCA demands the same standards from social media as it does from any other financial promotions.
And of course the content it links to also needs to be fully compliant with the regulator’s rules. It’s a good idea to remind yourself of the FCA’s dos and don’ts for compliant social media.
Social media is a valuable financial promotion tool.
At LS Consultancy, we offer a number of distinct products and services which can be deployed individually or combined to form a broader solution.
When you face business or regulatory challenges, we can provide solutions that are tailor-made to your needs with a view to releasing your energies to focus on your clients.
We work both within individual teams and across many departments to offer a complete solution, with a range of cost effective, compliance and marketing solutions including copy advice which are uniquely suited to supporting firms.
Connect with us via social media and drop us a message from there. We’d love to hear from you and discuss how we can help.