How to Effectively Promote Content Through Social Media

Any marketer relying solely on their website and newsletter to promote their content is likely missing out. There's a massive audience out there that you're not tapping into, and it relies on one thing — the social media powerhouses.

Not only do social media platforms have a huge audience, but they're among the best places to let your content spread naturally. Everything “viral” starts somewhere — why not join them?

Social media marketing has been gaining in popularity as internet use evolves from a search engine medium to a way of connecting and interacting with the world.

Major search engines like Google have adapted their algorithms to account for this shift, which has led to the use of SEO on social media platforms and factors into a site's overall ranking.

To get the most out of marketing on social media, you'll want to incorporate a few simple strategies that can maximize your reach.

Content Promotion Through Social Media
To get the most out of promoting content on social media, you'll want to understand your audience.

Different products and companies are best served on different social media platforms. Facebook tends to be one of the older-skewing platforms and favors long-term interaction, while Instagram is ideal for short blasts of information and catchy visuals. With its limited space and endless scrolling, Twitter is ideal for distributing news with a convenient link.

So how do you target your content effectively? First, start by knowing what content you're trying to distribute. The most common types include updates on the website, newsletters detailing sales and upcoming products, short-term sales, and third-party content that you feel is relevant to those reading your site. Each of these can be successfully distributed on social media, but knowing how to do it can make a huge difference.

Choosing a Medium
If you want to lead people directly to your website, ensure that the social media platform you're using is suited to that goal. Twitter allows you to use a link in the post, but Facebook will usually populate an image of your website and be more visibly attractive. Instagram, meanwhile, is an image-based site and the website may get lost in the shuffle when placed in the text at the side.

By contrast, if you're trying to attract people's attention to a new product or sale and you have an eye-catching image to pull them in, Instagram is the perfect format. You'll have a big spotlight for your image, and it'll immediately pull focus from everything else on the screen. Instagram is also ideal if you have a high-profile influencer promoting your product.

You should also consider who you want to cater to — your existing fans or new people who have never seen your product before. Twitter is the only one of these sites with an intuitive search engine, so it's the best bet if you want casual searchers to find your product.

On the other hand, Facebook is the only one with groups that are ideal for distributing newsletters to those who have already subscribed. If you want a better picture of the site's demographics, you can check social media metrics through content explorer.

Indirect SEO Through Social Media
Do social media platforms influence SEO and affect your webpage's ranking? The answer is complicated. Google can't search and index all the content on a major social media network, so the odds are that SEO and social media aren't directly linked.

Google's brief flirtation with their own social media platform, Google+, may have been an attempt to change that. However, right now, most social media activity is through third parties. But that doesn't mean social media doesn't affect your search engine ranking. Diligent use of SEO means your content will trend more when people search for relevant terms.

If a brand and site come up for related terms on social media, it makes it more likely for potential customers to search for your keywords and boost site ranking. Concentrating on social media marketing boosts your overall profile and makes it indirectly easier to rank up in search engine rankings.

Another factor to consider is that social media marketing can make it easier to forge critical partnerships. Marketing on social media may get the attention of influencers, and they can promote you through their own sites or accounts to their followers, which ideally match your customer target base.

The Marketing of the Future
Do you want to embrace the full potential of today's biggest social media sites? Don't be afraid to put your company out there and get the buzz moving early. There are billions of people on Facebook, Twitter, and Instagram, and every one of them may be a step towards the top of the search results.

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