7 ways to use social media for marketing

If you're running a business, online or offline, social media is a great way to let more people know about what you do - but you hate it when other people sell at you, don't you?  So, you don't want to do that, but how can you use it effectively without selling at other people?

Here are 7 ways you can use social media to market your business - without irritating your readers!

1.  Share your expertise

Give people good advice by posting tips, suggestions, ideas and anything else that shows off your expertise.  Blog regularly explaining how to do things (like this) - on your own blog and as a guest blogger on other people's blogs and sites like LinkedIn that let you post blogs onto your profile.  Write articles and post them on sites like ezinearticles.com or make a short video outlining your content and post onto YouTube.  Then share the blog links on social media with the appropriate catchy title.  You'll soon become known as the expert in your area.

2.  Answer questions

Most people get asked questions about their area of expertise, particularly from clients who often ask similar questions.  Make a list of the questions that you often get asked and answer them (in jargon-free user-friendly language).  You can do this on your blog, as an article on LinkedIn, on sites like Google+ where longer content is acceptable or in your FAQ section on your website - then post a link into your social media.  You'll get a reputation as someone who talks good sense.

3.  Become a curator of great content

You've probably got a few favourite blogs or people you follow who post good information - share it! You can do this by either retweeting, liking or sharing posts they've made (use Hootsuite or a similar tool to pick all their posts up in one list) or by tweeting, liking or sharing from the blog when you read it.  This will get you known as someone who is an authority in your industry.

4.  Tease people

Selling directly in social media posts is a big 'no-no', but subtle promotion is an art.  Think about the things you do for your clients; make sure you have a web page that covers the subject (with a strong call to action) and then tease them in the post.  For instance a health and safety consultant might post: What is the one thing you should never do when you're creating a health and safety policy? [URL link] If people are interested in the subject that teaser should be enough to get them to click on the link to find out more.

5.  Ask controversial or challenging questions

Get people engaged by challenging them with questions - or making statements - that demand discussion.  For example a HR consultant might post: Why do you need to give your staff an employment contract? What don't the HR experts tell you OR Do you lease your car? Why choose to lease instead of purchase? If you don't get responses - try a better question or get some friends/business connections to comment and start the ball rolling.  If you do this you need to keep a close eye on your social media feeds so that you respond to answers.  This will give you an opportunity to show your knowledge off.

6.  Host a regular chat on your subject

This is part of being real and not just a 'bot' that sends stuff out.  Pick a time that you are able to be in front of your screen with internet access and promote your session for the week leading up to that time.  Invite people to join the chat and ask questions that you will answer.  You can do this on Twitter, your Facebook Page, Google+ or LinkedIn.  You choose whether you make this monthly, fortnightly or weekly - and be clear about the date and time of the next session.  Bear in mind that long answers on Twitter are not possible, so you might have to consider this when deciding which platform will work best for you.

7.  Be human!

 Whilst you can automate some of your social media to share your knowledge, you can't automate getting into conversations with people.  Put aside some time daily and comment, chat and respond to other people online on the platforms that are most aligned with your business.  If you're selling products or services to consumers then a Facebook Page (and sometimes Pinterest) work really well, whereas B2B is usually more successful on LinkedIn (and sometimes Google+).  Whichever you choose, don't overlook Twitter and the power of random connections.

The secret of success is to get started with one of these - and build from there.