As you get deeper into social advertising, you will come across terms like paid and earned impressions. Publishing a post that is exposed to a ton of people is great for brand recognition. But when do those people who are exposed to your brand become brand advocates?
Creating content that is shareable is a crucial component to optimizing who views your social content. If people feel that your content is not worth having on their own site, then the reach can only go so far.
Tapping into human emotion and effective story telling is a major way for people to want to expose their friends to your content. For example, my law firm deals with matters of elder law, estate and family planning. This type of content is not one that people actively engage in. But when we analyze our audience – the sandwich generation – and brainstorm concepts they care about – caregiving – we can structure our content to make them want to share it on their own.
One component of this is to publish content across all social media channels. You may actively engage with your customers on your Facebook page but maybe there is a whole other audience existing on LinkedIn, Instagram, Twitter, etc. that you have yet to tap into.
In order to get people to read the content you need to push it out across all the platforms. Each post will be a little different, but in the end, you need to be promoting this content on your website across each and every channel that your firm has a profile for. With the advent of scheduling software and third-party software to put together and help you schedule these posts in advance, this should be a no-brainer. Services like Hootsuite and Sprout Social will help you with this.
There is not much more that needs to be said other than to make sure you don't let a good piece of content die on the vine. Cross-promote like hell, use the ping-pong effect we discussed earlier. Get to it!