Your client’s main focus, as with any business, is to increase net income.

The two ways to do this are customer acquisition and retention.

From a social media perspective, the focus has been on acquisition — through awareness and engagement — and it’s proven to be successful.

In Social Media Examiner’s annual study, increased exposure and traffic have held the top two spots for the past seven years.

So it isn’t surprising that their 2021 Social Media Marketing Industry Report shows 88% of marketers believe their social media efforts generate more exposure, with increased traffic ranking second at 79% having positive results.

A common approach to building to increase these top-of-funnel metrics has involved what’s known as the “Know-Like-Trust” Principle.