If you want to stay relevant, get noticed, and grow your business, you need a social media strategy. But even the most robust social media plan is useless without a key ingredient: followers. To that end, we’ve compiled a list of the top ways you can expand your social reach and grow your audience.
NOTE: Be sure to read up on your company’s social media rules and requirements before you begin.
Focus on the right platforms.
Do you know who your audience is? Shape your messages to the audience you want to attract, and post on the platforms where they’re most active. Older adults tend to use Facebook more, while younger people gravitate to Instagram, Twitter, and TikTok. Bear in mind that you don’t need to be on every social media site, just the ones that are effective for engaging with your customer base — and that you can devote time and energy to. There’s no use in having seven social pages if you never plan to post on them.
Optimize your profiles.
Your social profiles may be the very first impression you give to potential clients, so it's critical that you keep your business information complete and updated. This means you need an on-brand user name, a photo, a professional bio, and your website posted on every platform so people know who you are and how to reach you. Here’s a guide on how to create an Instagram profile, though you can apply the same tips to most social sites.
Post valuable content, consistently.
Provide relevant information targeted specifically to your audience and the types of clients you want to work with, whether that's first-time buyers, downsizers, or anyone in between. Include a high-quality visual with every post to ensure your content captures attention. More importantly, post content on a regular basis. As a general rule of thumb, posting at least twice a week will ensure you're staying visible and keeping your pages fresh with new information. Plan your posts a few weeks ahead of time, if possible, so you're not scrambling to come up with content when you need to post.
Engage with your audience.
Communicating on social media is not a one-way street. As the word “social” suggests, it’s intended to create dialogue between you and your followers. Invite people to comment on your posts so you can hear their thoughts and feedback. Then, respond to their comments to help build relationships with your followers. This is a key ingredient for building customer loyalty and humanizing your brand.
Maximize visibility with hashtags.
Hashtags are a great way to get more eyes on your posts. You can use hashtags that describe your product or service, like #realestate or #homebuying. But don’t just rely on generic hashtags to get noticed. Use hashtags that tie into trending events or popular topics. You can also use branded hashtags for a specific campaign you’re running and create user-generated content as a result. For example, on National Dog Day, you could ask your followers to share their favorite picture of their dog using #mydogisthebest. Maybe you even make it part of a giveaway of dog toys and treats to encourage participation.
Cross-market your platforms.
Post articles from your blog on your Facebook account, link to them from Twitter, and include icons linked to your social media accounts on your website and email signature. Even better, make all of your content easily shareable by keeping it concise, inserting social sharing buttons, and including an image. Having your existing followers organically share your content is a great way to build credibility and gain more followers. Be sure everything links back to your website, and include clear calls to action, so you can easily capture new leads.
Follow other influencers.
Link your name to other standouts in your field by commenting on their posts and sharing their content. Trade posts with other industry professionals in your area, such as builders, landscapers, and mortgage lenders, to reach an even bigger audience!
Turning Followers Into Leads
The above tips are great for increasing the number of social media followers you have. But if your goal is to generate leads, every post needs a call-to-action (CTA) and a way for you to collect data. The idea is to get people to share their contact information with you in exchange for some incentive.
For instance, you can host a contest or giveaway that requires a signup form, or offer gated content, such as webinar or e-book. In your sign-up forms, use lead-qualifying questions to determine what they’re interested in and how you can help them. Then follow up accordingly, whether that’s through direct outreach or a targeted lead-nurturing campaign.