In an increasingly pay-to-play social media landscape, let me assure you, it is still possible to grow your social media reach, convert followers into clients, and even brand ambassadors, without spending a cent.
First, run a quick audit of your own social media presence. Are you on the same platforms as your customer avatar? What do your analytics say has worked for you before? Do you still align with the way you are presenting your brand? Then try some of these free ways to extend your social media reach…
1. Leverage your bio for an SEO boost
Google trawls social media bios, and people search social media platforms for particular terms, so it helps to have a great bio on all your platforms.
Clear, targeted, relevant and up-to-date are key.
2. Cross collaborations to help you build social media reach
Find a business buddy with a similar target audience but a slightly different offering (someone you are not in direct competition with) and make a video, reel or live together. Share it on both of your pages. You can even build on this basic level of exposure by running a cross-promotion competition for followers of both pages to encourage action.
3. Embrace the new – both trends and platforms
Things trend for a reason. If it’s in line with your business values and personality to do so, jump in and maximise the boost. New platforms (I’m looking at you Threads) are a great way to get in front of a whole new audience. Trends like the latest TikTok video craze can boost your algorithm whilst others play catch up.
4. Maximise the benefit of user-generated content
You may get lucky, and a micro-influencer in your niche will shout you out. Be ready to make the most of it if they do by making sure you have notifications turned on for tags. Then share their post or story to your channel straight away. Give them some public thanks and use that social proof of how fabulous your product or service is. You can even run competitions to encourage user-generated content – perhaps a prize for the best picture of your product that tags your business?
5. Tag or review another business
Do unto others and all that jazz – leave a review for another business, tag and shout out a great business that helps support your business – your accountant, web designer or social media manager. If they have read this article, they may leverage your user-generated content with a share and boost you in turn. Everyone wins.
6. Remember #hashtags
Jump onto the popular trending hashtags if they are relevant to your business, and always include your business-specific, niche options to get in front of your target audience.
7. Promote your social media channels
More followers leads to greater engagement which means organically improved social media reach. So promote your channels when engaging outside of social media too. Have your handle on your business card, your links on your website and your email footer, and invite friends and family to like your page. You never know where your next conversion might come from.
8. Use #FollowFriday the right way
Keep your eye out for #FollowFriday or similar, where members of groups or sometimes even followers are invited to share links. It only takes a few seconds. Be sure to follow the group or page rules and never link dump outside of invitation, as it can have the opposite effect.
9. Take advantage of content favoured by the algorithm
Whilst the algorithm is regularly adjusted to align with what users want to see, video, reels, and interactivity seem to be stable near the top. Make sure to lead with a hook and get straight to the point to keep viewers interested.
10. Giveaways
As I hinted regarding cross-collaborations and user-generated content, giveaways are a great way to improve your reach. Competitions that encourage sharing are great, but so is simply producing content that gives away such great tips or tricks that followers share organically!
11. Be active in the right groups
Build connection, reputation, potential collaboration opportunities and brand recognition by being active in niche groups where your potential clients ask questions and you have the answer. Some groups even allow members to seek services and offer the opportunity to promote relevant goods and services. Be sure to check the rules and give more than you take.
12. Share some love in return
When you jump on a platform to share a story or post some ‘have to share this now’ content, show the algorithm you are part of a network, not just jumping in and out. Spend a few minutes engaging on other people’s posts too. This will show you are a part of the system, not just using it for free advertising, and your social media reach will benefit from it.
13. Accessibility for visibility and social media reach
Captions on reels and videos offer accessibility benefits and make your content more discoverable through searches! So whenever you post a reel or video, even a live, if you can, be sure to add captions (and check them to ensure they translate correctly to avoid embarrassing auto errors).
14. Consistency of brand and regularity of posting
Last, but definitely not least, I will say it again because it’s so true: Post regularly and consistently so your followers recognise your brand voice, imagery, and personality enough to build the know, like and trust that we know converts into sales.
Of course, if you’d rather spend a little money and have your time back, I am here for you. Book a chat to discuss how I can manage your social media for you.
