By far, social media is one of the most popular ways for people across the world to connect. For that reason, it's also one of the best mediums on which companies can advertise their products and services. Consider just a few social media statistics that bear this out:

• Globally, there are 4.14 billion social media users.
• Social media's web traffic from mobile devices holds a 52% share of the market.
• In the United States alone, the average social media user spends almost 2 hours per day on his/her platforms of choice.

Social media has a massive reach, which makes it a perfect marketing channel for growth-oriented brands. How can you optimize your social media marketing strategy? Here are six tips that can help.

1. Remain Consistent

It's no secret that consistency can have a significant impact on your company's bottom line. One study found that consistent brands are worth 20% more than those with inconsistencies in their messaging.

The question, then, is how can you remain consistent on social media? There are three basic steps to doing so:

1. Ensure that all of your official posts have at least some of the same design and graphical elements. For example, each post should have your company logo. It may also be a good idea to stick to a particular color scheme that's closely associated with your brand.
2. Keep the tone and content of your messaging consistent. For instance, professional B2B brands that target C-suite decision-makers will likely not adopt a casual style in their copy. It would be jarring and ultimately damage their reputation if they suddenly used slang in their official social media posts. On the other hand, a "buttoned-up" tone would probably not be appropriate for a business that sells surfboards.
3. Maintain a consistent posting schedule. You want to "train" your audience to know when you'll have new content available. Whether you're posting a couple of times per week or several times per day, try to maintain regularity when you post. 

2. Engage With Your Audience

Social media offers exceptional opportunities for forging relationships with your consumers. Look for ways to engage with your fans and followers actively. Even engaging with your detractors can be beneficial. 

For example, if someone leaves a negative comment on one of your posts (perhaps because of a bad experience with your brand), take the chance to respond to the statement in a kind, professional manner publicly. Apologize if it's appropriate to do so. No matter the commenter's response, other users will see that you take customer service seriously and are willing to make amends for any lapses. It's a great way to enhance your brand's reputation — and it only costs a few minutes!

3. Create Content for Your Target Audience

It's essential to create content specifically aimed at your buyer personas (also called customer profiles). Instead of focusing your content around what your business has to offer, take the customer's perspective. Focus on how your brand can help them. 

Once your marketing copy revolves around the customer, you can dig a little deeper and curate pieces of content that fit their interests and sensibilities. For example, say you sell nutritional supplements. You can create short explainer videos around your various products, share testimonials from current customers, or link to workout videos and health-related articles from outside sources.

4. Cross-Promote on Different Platforms

The great thing about social media is how many touchpoints it offers between businesses and their consumers. With that in mind, be sure to cross-promote your content across several platforms. For instance, you can promote a recent LinkedIn article you wrote from your official Twitter feed or Facebook account. As you cross-promote, you'll increase your brand awareness and help drive new prospects down the "awareness stage" of the sales funnel.

5. Utilize Different Types of Content

When it comes to posting content to social media, it can be easy to fall into a rut. Perhaps you get comfortable generating the same type of content over and over again, never stopping to think if you're missing an opportunity to engage more of your audience.

To avoid that trap, make sure you leverage a balanced mix of content to execute your marketing strategy. As one example, think about adding more videos into the mix this year. Research indicates that 54% of people want to see more video content from marketers, including video on social media platforms.

6. Drive All Followers to Your Website

While social media is a great place to build brand awareness and "whet the appetite" of your target audience, you'll need to drive traffic to your website to convert leads into paying customers. With that in mind, make sure that your social media posts always link back to a landing page on your website (even if it's the home page). The digital marketing sales funnel almost always narrows down to its website, and social media marketing is no exception to this rule.

When Social Media Marketing is Used Properly

In summary, social media marketing can be a powerful business driver for your company. Social media is popular worldwide. It offers excellent opportunities for targeted advertising and engagement, and it can ultimately boost your bottom line. If you implement the tips mentioned above, then you'll likely see increased ROI as a result.