Remember that look you got when you asked your teenager why she didn’t accept your friend request? It seems that she would rather move on than to share her friends and social life with you.

While  Facebook has over 1.2 billion users worldwide, it’s losing favor with teenagers (age 13-17)—by three million in the past three years. That’s a loss of 25.3 percent. Now, Instagram, Snapchat, FourSquare and many other sharing platforms are gaining users from the teen demographic as they abandon Facebook. Why?

Teens see Facebook as their parents’ platform. While they’re friends with their family, they want to do their sharing with friends in places that don’t include their parents. Instagram is owned by Facebook – a smart move. But the social media world is as fickle as the teens it courts. Marketing on social media requires an awareness of what is new, passé, and what demographic each one serves.

As Facebook loses teens, it has gained in the 55 and over demographic, an 80 percent increase. Savvy marketing will take this into account and can concentrate social media efforts into the one that best represents who they’re trying to reach.

I’m sure you’ve noticed that companies have geared up their marketing efforts on Facebook. I remember one person remarking that since she bought shoes from a certain retailer, she’s been courted on Facebook since.

That teens have found new places to socialize is not a bad thing. Now their parents can enjoy socializing, shopping and sharing without their kids around.

I remember my mother saying, “Planning at the beginning will save you stress and headache at the end.”

Thinking about my years in publications, we planned our issues at least four months in advance. We’re still early in the new year, so planning for your content marketing will yield high dividends as the year progresses.

First, make sure you include your events on your calendar. Are there seasonal events or sales you need to promote? Don’t just post once, plan key dates for several posts leading up to the event or sale. WordPress has an editorial calendar plugin that gives an overview of each relevant post which can help you create a content schedule. Google Docs has many editorial calendar templates that can be updated and shared by team members.

You’ve got a great product or service and all it needs is the “call to action” to urge customers to buy. But how can you make them do it, other than using words like “buy now”?

• Start with using active verbs in the text. “Subscribe,” “go,” and “participate” are good. Keep it short: one sentence should suffice.

• Give them a limited time to act. A special deal with an expiration date; a limited-time cost savings.

• Make it colorful and noticeable. It should stand out from the text. Place it at the end of a post or page, or on the sidebar.

• Make the offer enticing. Whether it’s a cost savings on a product or a freebie such as a newsletter or recipe. Perceived value will encourage them to hit the submit button.

• The call to action should link directly to what the customer wants. It could be a newsletter signup page or a link to a purchase page. Don’t make it more complicated than hitting the button and getting where they want. More than one button can lose customers.

You’re in business to satisfy a need. You also need to have customers and clients. Creating opportunities that drive sales is what you want. If these five tips help you, please let us know.