How To Grow Your Business With Social Media

You might have had great plans for 2020 like finally going bungee jumping or traveling the world. But given the recent happenings, you are still working out the kinks of it. But one goal you can still achieve is building your brand and hitting those targets. At Charleson Group we believe in giving our clients value for their money when they are looking for a social media agency to grow their business. And today, we’re going to share a few tips on how to get the best results from social media. Whatever line of work you are in, social media is instrumental in helping you increase your reach. So pay attention.

Social media marketing can be defined as the use of social media networks such as Facebook, Twitter, LinkedIn, Tiktok, Instagram, etc.,  to manage and grow an organization’s message and brand on social media. 

We will look at 3 things in this article, common myths about social media marketing, why it is so important to you as a brand and finally share 7 tips on how you can increase your business performance through social media. 

Why social media is important

  • Building a strong online presence strengthens your brand. And in the long run, contributes to you becoming a thought leader in your niche. 
  • Increases your reach and audience.  Through social media, you stretch out the scope of your clients to more than just people that are aware of your physical business location. And in turn, connecting with people looking for your service even outside your locality and geographic location. Thus contributing to your conversion rate and sales.
  • Customer service improvement.  Social media ratings are becoming a big part of what people look at before purchasing something. You can capitalize on this by making sure that you listen and improve on what your clients point out. In the long run, this translates to a good following and reviews which are a boost to your business. And consequently drives relevant traffic to your brand. 
  • SMO Social Media Optimization is linked to SEO Search Engine Optimization ranking. The more social media activity you have the higher your SEO ranking will be. The two are stronger together.

Myths about social media optimization

  • All social media platforms are equal. This is one of the main reasons brands fail, you might be paying for Ads but getting minimal results. The reason being, you went with the hype and haven’t really taken the time to figure out which platform your ideal target audience is on. To make things easier and more sufficient, try to focus on two or three platforms that go with your business and marketing goals.
  • You should ignore negative feedback on social media. Yes, the internet is full of naysayers, but a big part of growing a brand is learning from your shortcomings. So if several clients have a problem with your delivery services and voice it on social media you need to take that seriously. About 21 % of e-commerce business is generated from referrals. 
  • Social media is a youth-centric channel. This is probably one of the biggest myths that has some brands choosing to not capitalize on social media. But according to recent statistics, 69% of adults between 50-64 and 40% of people aged above 65 use social media. Take Facebook, for instance, 41 % of Facebook users are above 65. 

2020 might feel canceled but social media marketing isn’t, so here are 6 tools to up your social media optimization. 

  1. Be social on social media.

Building a following takes more than just making post after post. Interact with your followers and also try to strike a balance between being formal and also giving some personality to your social media. People are attracted to authenticity. While you are at it, spend time visiting other people’s profiles, following people, liking commenting. By doing things like these you are going to end up creating new networks and more often than not interacting with other people’s content can lead to them returning the favor and following or liking your posts back. 

Also helps you get in on the conversation and network with others in your niche that you can learn from.

  1. Content Strategy / Content Optimization 

Process of structuring your content in a way that it will appeal and reach as many of your target audience as possible. 

Mix original and curated content

Two types of content are original and curated:

Original content refers to content that is unique to your brand, that you yourself have come up with. A good example is this blog you are reading right now.

Curated content on the other hand is content relevant to your niche but sourced from other channels. 

For good social media marketing, you need to mix the two. 

Use different forms and study analytics to see which does better 

Social media content can be in the form of images, videos, live videos, eBooks, video stories. It is important that you know what works best where. So here is a brief breakdown. 

Best platform for each: 

  • Images – Instagram, Pinterest, and Facebook
  • Video – YouTube, Instagram, Facebook, Vimeo, TikTok
  • Video stories – Snapchat, Instagram, TikTok and more recently Facebook
  • Live videos – Facebook, Instagram, and YouTube 
  • Articles – LinkedIn, Medium and Twitter 

Know which platform your target audience is on 

Focus your efforts on the platforms that your ideal audience is already spending time. Read this blog to help you make informed decisions.

Create a monthly content calendar and Produce Valuable Content

Don’t just post for the sake of it, or every now and then.  A well thought out and organized social media calendar is time-saving and ensures you always have something to post as well as helping you in defining content themes that resonate with your target audience. Always ensure you develop content that solves customer problems and educate instead of posting sales posts throughout. For example, say you run a fitness gym. If you theme your posts to maybe core workouts on Mondays, Leg day on Tuesday, nutrition talks on Wednesday then it not only gets easier for you to create content but also easier for your followers to stay in tune. Content ties into our next tip for you which is Keyword Optimization.

  1. Keyword optimization. 

Just like SEO ranking where keywords play a big role, the same applies to social media optimization. 

You need to know what keywords, hashtags and topics your target audience use and bank on those. 

When it comes to keywords, do an online search to see which words and phrases rank high in your niche. Utilize hashtags, topics, location. With hashtags, get as specific as possible. For example, if you run an interior décor store. Use hashtags that are closer home, eg #interiordecorke. Not only in posts but stories as well. Don’t overdo it with the tags though. Just pick two or three that are relevant.

  1. Optimize social media profiles 

These include;


Just like picking a brand name or website name your social media name needs to be on-brand.  If you already have a business name then that’s what you will also use as a social media username. Remember, business names and usernames should be; short, memorable, unique and  possibly a  location stamp eg Kenya, Africa

Charleson Group’s tip. Use the same username for all your social media accounts. It makes it easier for people to find you on alternate channels. 

Profile Information

Remember, this is what makes the first impression of your brand. Explains why platforms such as Facebook and YouTube give you two features for this. A profile and cover photo. Don’t just use any random picture, instead ensure you use high-resolution images related to your business. Alternatively, you can choose to have the company logo act as the profile picture. If you don’t already have a logo. There are now apps and so many useful tutorials on  how to make a logo. So you have no excuse. 


A common mistake brands make is assuming people already know about them and see no need to utilize their bio. Your bio alongside the profile picture are the first thing a new visitor sees. So use the bio to give straight to the point information. Include, Your location, contact details and affiliate links, e.g. website link 

  1. Pay attention to your analytics

Here’s why analytics are important to any business. Focus on looking at the clicks, reach, engagement numbers as well as hashtag performance.

  • Helpful in determining when to post 
  • Data helps you create better content
  • Helpful in tracking the progress of a campaign 
  1. Utilise indirect marketing

This means sharing reviews from happy clients, as well as encouraging them to share and refer friends to your business. 

Charleson Group’s tip. Always go above and beyond to fix any complaints raised in the comments or messages.  These are the same people that can help make or break your business. So never ignore that.

  1. Invest in social media marketing. 

This could mean looking at a variety of strategies. 

Paid ads:

  • Promote your brand awareness
  • Can lead to more conversions
  • Can lead to increased sales 
  • Can increase your website traffic
  • Can get more downloads for your app

If you’re overwhelmed and don’t know where to start our social media marketing team  can help. Feel free to contact us or book an appointment to get started.

We hope this article was helpful. In case we missed something, do let us know in the comments.

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