How to Use Social Media to Grow Your Business

This post originally appeared on the Louisiana Technology Park blog.

With social distancing still strongly recommended in many places, in-person networking and lead generation events are put off indefinitely. But that doesn’t mean you can’t take advantage of virtual platforms to continue growing your business.

For many people, increased downtime during the pandemic-driven shutdown resulted in increased time spent on social media. In fact, between March and May, up to 51 percent of Americans reported spending more time on social media. That’s great news for businesses who are pivoting to social media to gain more exposure.

Here’s how to leverage social media to build credibility and drive interest in your growing business.

Identify Your Target Audience

The first step to leveraging social media is to identify your target audience — and the social channels where you’re most likely to reach them. “The first question you have to ask is, ‘Who is your audience?'” says Chris Cummings, founder and CEO at Pass It Down, a digital exhibit builder with an office in Baton Rouge. The audience for Pass It Down, for example, primarily consists of curators at museums or cultural heritage institutions.

Once you know who your audience is, identify the best social channels for that audience. If your clients are other businesses, then LinkedIn is generally the best option, advises Jake Jorgovan, serial entrepreneur and founder of Content Allies. Cummings’ experience promoting Pass It Down bears this out: “It’s easier to speak directly to leaders at the executive level through LinkedIn than other platforms.”

You’ll find that groups on each social media platform, such as LinkedIn Groups, are often the best for getting exposure to your target audience. Cummings locates groups dedicated to his target audience across platforms, from LinkedIn to Reddit. The ability to meet people where they are is one of the advantages social media offers.

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