With the buying process beginning with online searches more often than not it is important your social channels provide an accurate scope of what your business has to offer.  Developing your company pages into a source of tools and information will provide you with several benefits.  The more useful information you provide through these channels the more likely your visitors are to return and share your posts.  This increases the reach of your content and establishes your company as a go to for pertinent industry articles and resources.

Twenty percent of your posts should be content shared directly from your company.  This will help to drive website traffic since each click will bring the visitor directly to your site.  This can come in the form of blog posts and press releases.  Your blog posts will help generate leads as long as they are equipped with a call to action that leads to landing page with a premium content offer.  Press releases will help to show the human side of you company and show the type of involvement you have in your industry and community.  Eighty percent of your social content should come from reputable third party sources.  These can come from industry publications as well as popular business websites.  While the majority of your posts should be focused on your particular industry you will still want to share general business tips that can be useful to your target audience. 

If used properly your social pages can also serve as a vital tool for your sales team and channel partners.  When sending out emails to prospects and leads you should include links to your company pages.  This will give your potential clients an opportunity to get a sense of the types of services you specialize in and will show how you interact with your followers through your social channels.  You will also gain insights on where they are in the buyer’s journey by the content they choose to download.  Your channel partners can use your pages as a source for content to share amongst their own followers which will help to develop consistent messaging.

Lastly, you should utilize your pages as a resource for entertainment.  Posting humorous articles and images are a surefire way to increase traction throughout your social channels.  These types of posts tend to garner a large amount of engagement and are frequently shared.  This increases the reach of your company as these posts will be tagged with your company name even if they are shared from outside sources.

Social media has become an integral part of inbound marketing.  The reach and promotional value it provides is vital to the success of any digital marketing campaign.  Schedule your free inbound marketing assessment today to learn more about how you can continue to develop your inbound process.