Your business can use social media to deliver great customer experiences and develop deeper relationships.

Creating good content and distributing it over social media can be a very effective way to grow your business. That’s why businesses like PWC, Amazon and McKinsey invest huge amounts of resources into producing great content that people want to consume.

Producing content for your target audience doesn’t have to involve massive resources. In fact, you can use anything from captioned photos, screenshots, or a few short videos to deliver simple content that keeps people interested. If you have time, producing relevant articles and sharing them on your LinkedIn or Twitter feeds can be a good way of getting people to engage with your firm. Make sure you use an attention-grabbing caption as part of this.

In order to create effective content, you need to be ready to seize opportunities as they present themselves. Think about how you can act upon the many opportunities you and your team encounter, and turn it into relevant and timely content.

For example, if there is a hot topic on the news that relates to your industry sector, you can respond with your view on Twitter or LinkedIn. Maybe your business offers a product or service that can help solve a problem that is identified in the news. Take the recent GDPR regulations as an example. If you run an IT company that can help businesses respond to a Subject Access Request, then it may be worth responding to GDPR related articles in the press, via social media in a way that identifies your product or service as a solution to the problem faced by potential customers.

The key goal of your content is to build a relationship with the people consuming it, so they build familiarity with your brand and will trust you enough to give you their attention when you have something to say in the future.

Creating relationships with people is key to developing brand loyalty. People buy people. As such, it is important that your social media presence features individuals and groups of people from your firm. People don’t want to build relationships with a faceless corporation. If you can deliver relevant and interesting content consistently to your target audience, you will build your brand and secure new business development / sales opportunities as a result.