Creating engaging social media posts is an absolute must-do for every business.

Posts are what keep your social media active and your audience engaged.

However, it’s imperative that you have a strategy so that you can get the most out of your social media interactions. For the most part, your social media strategy should involve building your email list or sending them to your website and/or brick and mortar location so that they can become customers.

Understand Your Customers

You need to know who your target audience is so that you can recognize what type of posts will get more traction with them. For example, some audience members will be insulted by certain types of comedy. Others will respond very well to it. Know who they are so that your posts can be targeted.

Watch Your Competition

It’s always a good idea to check out what your competition is doing in regard to social media posts. Don’t just copy what they are doing. Instead, observe whether or not the competition is getting a result or not from their actions, and note how you can do it better or differently.

Facebook recently released a new feature where you can see the ads they’re currently running in your area. This is quite helpful as it provides you with insight on if your competition is running ads, how many they have running at any given point in time, and what they’re advertising.

If you own a local gas station and convenience store in Westmoreland County, your biggest competitor is Sheetz. Want to see what they’re currently advertising? Take a look at this screenshot below:

Sheetz Info and Ads

If you click on the image above, you’ll be directed to Sheetz’s Facebook page, and more specifically, their Info and Ads page. Scroll down and get ideas for how you could advertise your location

  1. Is your business convenient for a specific area? You can run an ad targeting customers within 5 miles of your location.
  2. Do you run daily lunch specials? Create an ad that targets local business near your location and invite those employees to stop by on their lunch break.
  3. Having a sale on Turner’s Tea? Run an ad that week to your target customers and tell them to stock up!

Know the Goal of the Post

What action do you want your customers to take when they read the post? Do you want them to click through to read more? Do you want them to like, follow and share? Do you want them to take advantage of a sale? You need to be clear about what you want them to do in order to get action.

Add a Relevant Image or Video

People respond best to relevant images and video on social media posts. You can make memes and infographic using free software like for your social media posts. A nice image, watermarked with a relevant quote will do wonders. Even better, get your employees in on promoting your culture with “behind the scenes” videos via Facebook lives, IGTV, or YouTube. You can even create a short summary video with overlayed text from your blog posts with

Write a Blurb that Gets Attention

When you share a meme or a blog post or other type of post on social media, write a blurb about it, and what you want your readers to do about it. For example, if you’re linking to a new service offering, be specific about how that can help your customers, why they need it, and what they should do to get it.

Link to the Rest of the Story

Don’t just post most of your updates without linking to the rest of the blog post, more information about the meme, a newsletter sign up, or your website. Be sure to include the link to the exact page on your website. If you want them to contact you, link to your contact page rather than your homepage.

Ask Your Audience to Share

Never forget to ask your audience to share your posts with friends that will enjoy or benefit from them. You can also invite them to take memes and infographics off your website to share. Just set up a new page that lists all the watermarked images that your audience can share and say, “If you can relate to this, you’ll love what we’ve got in store for you on this page. Feel free to copy and share!”

Respond to Comments

Don’t just ignore the interaction that is happening on your social media pages. Always respond, and add comments to the discussion. Answer questions, and be kind. Even if someone is rude, don’t respond rudely. In fact, you could respond with a risky comeback if it fits the occasion. If you have to, delete the rude comment and let it go.

Writing social media posts that get a discussion going and inspire people to share and interact is an art. You’ll need to try different tactics to see what works with your particular audience. But, be sure to always have a call to action on the post so that your audience knows what to do. Remember that your goal is to get them as a customer so that you can market to them on an ongoing basis.

Need help crafting a comprehensive social media strategy? Our team can do that and manage all of your social media needs. Please contact us for how we can get your business’s digital presence developed and thriving.