In order to develop the type of reach necessary to make a difference in your social media marketing efforts you need to create engagement.  Doing so can be done by creating valuable content, but that is just the first step.  Distribution plays a major role in the success of an article, regardless of the quality of a piece.  A great piece of content can pass through unnoticed for a variety of reasons including timing, headlines and platform.  Having a well-developed network in place can help get your posts off the ground and provide the initial boost of engagement to improve your reach. 

Be Honest

When sending a connection request, be sure you are doing so for good reason. If someone posts great material, resides in a target market or has common interests it’s ok to send them a request even if you don’t know them. Be sure to include a message that introduces yourself, explains why you’re connecting and detail what you do, without making a sales pitch.

Tell Your Story

Be personable in your social media posts. While there is a time and place for blogs and promotional content, letting the world know who you are will help your audience connect with your writing as a whole. Finding common ground has always been a foundational building block of solid relationships and sales and marketing is no different. Telling your story allows you to be seen as a person, and that can open doors for you and your company.

Small Talk

Chat with your connections. Ask them about the weather, local sports teams and any other interests you share. Discussions about fun topics have a tendency to lead to work, which can lead to sales. It is important to be genuine and not look at your connections as a sales target. Treat your connections, as you would like to be treated and only pitch them when you know you can provide them value.

Be Helpful

Keep your connections’ best interest in mind and offer to help them even when it doesn’t benefit your company. For example, if someone is looking for a product or service that you don’t provide, refer that person to reputable companies you know in that space. When you help other people connect they may be inclined to return the favor.

Engage

The fastest way to begin to develop a connection is to engage with their content. Liking and sharing will show that you appreciate the value they add to your network. More important is taking part in conversations by commenting on their posts. This can open a window to start a dialogue and offer your connections a glimpse of what your company can do for them.

When it comes to building a social media network, the overarching rule is to provide value and be yourself.  Making yourself a key reference or source of information to your connections will encourage them to do the same.