From our long experience in editorial strategies on social media, we know that developing a quality presence on these media is as essential as having a website, for any business.
Increasing your visibility can make all the difference and allow you to stand out in your sector, by becoming the opinion leader, influencer of your communities, expected for their speaking engagements.
In this article, we share our best tips and proven techniques to help you expand your reach, impact, and engagement rate with your audiences on social media.
From defining your strategy to producing inspiring content to the development of interactions with your stake holders, we will cover all the key aspects to get the most out of your social media and achieve your influence goals.
Define your social media strategy
The first step to increasing the visibility of your content on social networks is to define a clear and operational strategy. This fundamental phase involves four essential phases:
- Identify your target audience: Among your current followers or those you would like to reach, which ones are worth 10 times more engagement (like, comment or share) than the others. Be convinced before publishing that your bias on your subject should interest the references in your field: then you can invite them into your network by sending them this content.
- Set measurable and relevant objectives: What should they remember (what call to action). What is the fight, the conviction that they must carry on your behalf in their next meetings? Do you want to increase your brand awareness, generate more traffic on your website, position yourself as an expert in your sector, or boost your leads and conversions? Defining SMART objectives (Specific, Measurable, Achievable, Relevant and Timely) will guide your entire strategy. Measure your effects according to your priorities: Having more followers is important but only if they are not your subordinates who must “like” your publications. We can help you choose the most important engagement measures according to your priority audience targets and will measure their progress.
- Create an editorial schedule: What is the ideal publication frequency for each social media? How to exploit the highlights of the year or company events, by listing all the themes that can correspond to specific periods of the calendar. The publication calendar is essential for a better impact and a better use of your time.
- Define a tone and a lexical field: You must stand out with your personality (that of your company) and choose one or two biases. Avoid “lukewarm water”. This step can be difficult because you have to make choices and commit from the title of your post. Adopt a conversational tone and encourage interaction with your subscribers.
Once these key elements have been defined, you will be able to translate your social media strategy into a real, concrete action plan, with an editorial calendar, suitable content formats and relevant performance indicators.
What not to do on social media
- Personal or corporate self-promotion: even if it is skillfully phrased “Thank you, Mr. Journalist, for writing about how beautiful we were,” any self-congratulation is counterproductive for your audience.
- Communication errors: posting with familiarity, aggression, impulsiveness and denigration are to be totally prohibited on any social network. Any deviation can impact your corporate image in the event of a bad buzz from users.
- Ethical and legal errors: respect the laws (GDPR, sponsorship, competitions, intellectual property) and unwritten rules (abusive commercial promises, fake news).
- Liking or sharing posts that you don’t support with your bias, that you don’t dress up with your convictions.
- Disappearing from the radar: the word of a corporate influencer on social networks must be regular but not invasive. On the other hand, disappearing for several weeks should be avoided. Depending on your level of seniority and your chosen posture, a weekly or bi-monthly publication is recommended. Preparing an editorial calendar based on the events in your sector is the key to succeeding on this point.
Choosing the right social networks wisely
Social networks are essential, yes, but which ones? They are the most read media, they certainly influence, yes, but make the right choice first according to the precise typology of users you want to reach. Nothing worse than copying and pasting on all social networks a more or less short version of your writings. Your convictions and your know-how must be written with the words and illustrations that correspond to your potential customers and the network used to maximize your visibility.
Not all social media platforms are created equal. While Facebook, Instagram, and TikTok have a mass audience, they may not be the right fit for your needs. Carefully select the ones that best align with your target audience, goals, and resources. For example, LinkedIn is more suited to B2B, while Instagram is more suited to B2C, and Facebook is much more general. Diversifying your platforms can also pay dividends.
Dans le business, on parle souvent de LinkedIn comme réseau d’influence professionnel. C’est pourquoi nous avons choisi de focaliser cet article sur les meilleurs moyens d’optimiser la visibilité de votre communication sur ce réseau.
How to create inspiring content
Developing high-quality, easily shareable content is a key element for successful visibility. Each social network’s algorithm will increase the reach of your posts if your content is rich and inspiring. Every detail counts:
- Identify trending topics and formats: As a professional, you are informed about the latest news, trends and topics of conversation in your industry. Position yourself as an engaged connoisseur by sharing your analysis and perspectives on these topics.
- Exploit various formats: You can also test new technical developments to carry your voice, such as lives, stories, reels, shorts. If these formats correspond to your subject and sector. Incorporating images, videos, infographics, podcasts and other multimedia formats can also make your articles more engaging and memorable.
- Maintain your profile: Make sure that your profiles and the visual identity of your page or account are consistent, by aligning your logo, your colors, your writing style and your editorial line.
- Optimize for discoverability: Make sure your content is easily found by users by wisely using relevant keywords, hashtags, and SEO-optimized structure.
- Recycle: Don’t limit yourself to creating unique content. Take advantage of your existing library by republishing it in different formats (short articles in LinkedIn posts, video excerpts in commented Reels, etc.).
- Provide added value: Focus on creating content that provides real value to your target audience. Answer their questions, give your advice and beliefs, share inspiring testimonials. Provide relevant, accurate and easy-to-understand information for your audience.
By combining themes, formats and your convictions, you will be able to capture the attention of your audience in the long term and enrich your influence and therefore your reach on the networks.
Engage and interact with your audience
Developing and engaging your subscriber network is an essential component to accelerating the visibility of your social media accounts. This is the primary meaning of the concept of “community management”. Investing time and effort in these aspects can open many doors for you and help you develop a loyal community of future partners.
Here are some avenues to explore:
- Engage with your community: Invest in moderation and community management to encourage sharing and interaction from your followers. Use polls, contests, comment replies, private messages, and user-generated content to increase your engagement rate.
- Engage with influencers: You can identify thought leaders, recognized experts, and influential figures in your industry. You will then reach out to them to explore opportunities for partnership, content co-creation, or cross-promotion.
- Collaborate with complementary brands: Identify companies, organizations, or personalities that have similar target audiences to yours. Think about mutually beneficial exchange initiatives and propose them.
- Maintain media relationships: Cultivate positive and trusting relationships with journalists, bloggers, podcasters and other media professionals. Regularly offer them stories, interviews or original contributions. This will greatly increase your chances of being featured in their publications and then used to your advantage on your networks.
- Actively participate in online communities: Identify groups, forums, and discussions relevant to your business. Interact, share your expertise, and connect with other influential members.
En développant un réseau diversifié et en collaborant stratégiquement, vous gagnerez en visibilité et en crédibilité.
Measure results and adjust your actions
Regularly monitoring the performance of your social media actions and making adjustments based on data analysis is also important for long-term progress. There are appropriate analytics tools to track key performance indicators (KPIs) such as:
- Engagement metrics: Likes, shares, comments, clicks, etc. These will tell you how much interest your content generates. Each metric provides different information.
- The reach of your posts: Impressions, follower growth, demographics. This will help you assess the scale and targeting of your visibility.
- Traffic to your website: Referral sources, bounce rate, time spent on site, etc. This will help you measure the impact of your efforts on your business.
By closely analyzing these metrics and making regular adjustments to your strategy (content, formats, calendar, targeting, etc.), you will ensure that your investments on social networks produce the expected results.
Best practices in brief to unleash the potential of your influence on networks
Mastering your visibility on social networks is a real project, but with the right approach and a real strategy, you can position yourself sustainably as a sought-after expert, an expected influencer in your sector of activity. You will not forget that regularity, authenticity, transparency, listening and patience are the essential keys to your success on social networks.
