Think of each of your social media accounts like a spoke on a bicycle wheel, pushing leads to the hub – your web site. The key to expanding your fan base across networks is consistently posting valuable content with your followers’ interests in mind helps increase referrals, rather than simply promoting your business.

Hone your distinctive professional reputation by linking articles about industry trends; posting statistics about the local market; and making your expertise evident by sharing best practices and anecdotes. Remember to market yourself quietly and post only customer-focused information.

Offering incentives is another fan-boosting technique. These can be discounts for referrals and/or recommendations and reduced rates for partner vendors.

Online referrals often turn into offline purchases. Be sure to include calls to action and web links in your postings. This adds to their likelihood of being reposted by your fans, which builds your site’s exposure and increases referral potential, as the majority of social media fans recommend their favorite brands to others offline.

By demonstrating an interest in your fan base via quality content and benefits that address their needs, they will reciprocate with on- and offline leads and greater web site traffic. If you prefer to have assistance with executing a social media strategy for your business, contact an integrated marketing firm.