08 Nov 2022

How Any Business Can Improve Their Social Media Strategy 

Social media has proven itself time and time again as one of the most powerful facilitators of the way that we communicate. Whether that’s with friends and family, our larger community, or – in a business sense – to potential customers, it’s more likely than not that at a certain point you’ll engage with whoever it is that you’re talking to on one or more social channels. 

We’ll go ahead and stop here to say that if you for some reason don’t have any sort of a social media presence, you need to make that your first priority. Almost everyone has at least one social media profile, including what is likely the vast majority of your audience and potential customers. 

Just being present on these channels isn’t necessarily enough, though. Like all things, you need to have a strategy. And a smart strategy can help you boost sales, retain and attract customers, and ultimately thrive and grow – regardless of your industry. 

So, what should you be doing? 

Step one

Step one is making sure that your social media profiles are filled out entirely and give anyone visiting that page any information they might be looking for. That means making sure you have a bio that can serve as a sort of elevator pitch for someone who could be coming across your company’s profile for the first time. If it’s intriguing enough, it might push them to check out your products and eventually make a purchase. 

Here, ASOS is trying to communicate that they are not only an online shopping company – they’re selling a way for their customers to explore their individual style and feel more comfortable and confident in themselves. This bio is not only to-the-point, but will likely leave the person reading it with a relatively positive association mental association to ASOS and the idea of confidence, body positivity, individuality, and other  uplifting ideas. 

Take a look at what Pickens Technical College, an Aurora-based technical college (and one of our clients!), has for their Instagram page bio. 

Profile Picture

First, let’s look at the profile picture. It’s perfectly on-brand, from the specific brand colors to the arrow shape that is used consistently across all of their marketing material. The bio lays out what they do, what kind of institution they are, and what students can gain from their time there – in other words, everything that a prospective student might want to know as an answer to the question “What can you tell me about PTC?” 

Additionally, they have an easy-to-find link with other resources and information that can now be quickly made available to any of their page visitors. 

Behind a good profile, we need good content. It’s important to invest the time and resources into your content marketing strategy if you want to stand out from the noise that your competitors are making. Avoid being generic whenever possible, and always ask yourself the following question: “Would I be interested in reading this?”

Another Reminder

Another important thing to remember in terms of social media is the fine line between consistency and repetitiveness. 

Different social platforms require different messaging. For instance, Facebook is a great place to be casual and friendly with your audience – and the ability to make groups and form sub-communities of brand-loyal followers can foster conversation and give you insights that you might not get elsewhere. LinkedIn on the other hand is much more “business professional” making it a great place to brag on recent achievements, share a case study or a customer testimonial. Think of it as a networking event, just taken online. 

A Denver Marketing Agency That Can Help

We can’t say that we have a magic bullet that will bring in more leads and increase sales overnight, but we do have the expertise and experience to use analytics and research to implement a successful, long-term social media strategy based around engagement and brand standards. encite’s creative, strategic team of advertising experts can help you take your social media to the next level.

Want to learn more? Here’s an additional article.


I’m Sophie Mann, and I work at encite branding + marketing + creative as Vice President of Strategy. My job entails a continuous study of business, marketing, data and culture, all in the name of driving strategy forward. I’m passionate about helping brands resonate more strongly with their consumers and communicate with their ideal clients. I’m also a proud graduate of the University of Kansas - Rock Chalk!