How to grow your business using social media

Social media usage continues to grow around the world, with global penetration rates now in excess of 30%. With more than 3.6 billion users, it’s obvious that business owners must by now be aware of the social media potentialities as a marketing platform. Facebook, Twitter and LinkedIn offer an array of opportunities for a number of different audiences. All of these tools are focused on specific markets. Each has its own power of boosting sales and getting people talking about your company. Any savvy company knows you must grow your business using social media.

Being popular on Facebook or Twitter may be an ego-boost. Although social media popularity doesn’t necessarily translate into new business. ROI on social media advertising is notoriously difficult to achieve. This is especially true when compared to search engine advertising. Here, users are much more likely to be ready to purchase the exact goods or services you have to offer. The amount of traffic you manage to attract from social media and the level of engagement you manage to drive from it depends largely on how you structure your social media posts and the share-worthiness of your content.

After having considered what to avoid if you don’t want to fail your social campaign, here are a few steps you could take to increase conversions from social media.

Become familiar with link posting

One of the main purposes for a small business page or profile on social media is to get people to use your services. Link posting around your page is a great way to get your audience directed to your website. Posting links to specific pages on your website save your followers time wasted looking through irrelevant information

Align Your Offer To Each Platform

Not all social media platforms are created equal, and different approaches are needed.

Facebook is the easiest platform, in terms of growing engagement, because of its huge user base. With this social network, you have the opportunity to engage in one-to-one conversations with your audience. It can be a great way to demonstrate good customer service and to interact with industry experts.

Another essential aspect of Facebook is the possibility to share events and invite people to engage directly with your business.

Twitter is particularly well-suited to businesses offering special discount codes to their followers. The main objective is to engage your followers. You can make them feel like they are part of an exclusive online club. Another option is to offer users the chance to win tickets for big events, gadgets, discounts, gift cards, etc. by clicking the link in the tweet.

LinkedIn is estimated to generate three times the conversion rate of Facebook or Twitter. For B2B businesses, in particular, the advantage of LinkedIn, with its self-selected network of users related to a given company, is evident. For B2C companies, LinkedIn may not be as much of an obvious choice. However, you could benefit from this platform as it’s not as cluttered as other social networks.

Use Social Media Management Tools

Collecting the right data is key to defining your social media marketing strategy. To start, you should look into social media management tools, such as Crowdbooster, HootSuite or free tools such as Bitly (which also shortens your links for Twitter), allow you to plan posts in advance and select only the specific channels through which you would like a particular message to be shared.

Many tools, including Bitly, also provide real-time analytics, and allow you to track clicks, a number of likes, comments, shares, retweets, replies, reach and more. However, to improve your strategy and to build a stronger presence online, you should pick tools that are specifically tailored to social channels that allow you to gain more insight. While most of them are not free, the investment will be beneficial for your business: you’ll be able to manage all your social accounts at once and save plenty of time.

Use High Conversion Keywords

On almost all social networking sites, certain keywords generate more engagement than others. They appeal to much more clicks as well as discover more visibility. By applying those smartly in your social media updates can certainly boost the social media traffic exposure, as well as the visibility and the effectiveness of your posts. Here are some of the high conversion keywords for leading social networks.


Where, When, Tell Us, Inspire, Submit, Deals, Discount, Warns, Amuses


ReTweet, Follow, Social Media, New Blog Post, Check Out, Help, Top,


Created, Improved, Increased, Developed, Reduced, Researched

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Marco is a digital marketing executive and freelance writer. At the moment he’s working with Activia Training, a training provider agency that focuses on delivering training in Software & IT, Management and Staff Development for entrepreneurs who are looking for improving their productivity or expanding their businesses.