We all know that social media marketing is crucial to success these days, but are you using it effectively? We’ve compiled four quick tips to polish your social media strategy so you can get the most out of each platform.

Know your audience.
Posting generic content to try to engage with everyone on a platform is daunting and usually ineffective. Get specific and know your followers’ challenges, goals and preferences. Then test your content! See what types of posts get the most engagement and which ones fall flat. Then you can tailor your posts more specifically to your audience.

Stay in the conversation.
Don’t post and ghost! Being successful on social media means engaging and interacting with your followers. Reply to comments on your posts and keep the conversation going – especially if it’s about your products or services! If someone posts a positive testimonial on any of your pages, reach out to thank them and, when appropriate, ask if you can use the testimonial in your other marketing efforts.

Count your non-sales wins.
Winning isn’t always about landing sales and getting more orders. Be sure you’re celebrating wins like increased engagement, improving your interactions on your social platforms and building relationships online.

Create a path to purchase.
An online visitor doesn’t engage with your social media and then immediately become a paying customer. You need to pave their path to purchasing from you. Start by getting feedback and asking how your product or services could make their life easier. Create more marketing touchpoints from there and keep your eye on the prize – the end goal is the sale; the journey is your social media conversations.