Social media marketing is an opportunity to publish relevant content, grow your follower base, generate thought leadership and to engage with your audience. Engaging with your online community is a key part of your social media strategy. An audience who is engaged, likes and trusts you. Engagement builds relationships, relationships ultimately lead to sales.Engagement is a key part of growing your online community.Click To Tweet
Here are some suggestions on how you can engage your audience:
Make Connecting Easy.
For years we’ve seen social media buttons popping up everywhere. These buttons can be used strategically. Use them to draw attention to platforms beyond Facebook and Twitter. Do you have a presence on Instagram that you want to direct a particular audience to? Or a platform where they can get customer service? Be sure to always provide a valuable reason they should connect with you. Don’t just tell them to follow you, tell them what’s in it for them.
Humanize the brand.
No matter what you do, you’re marketing to a person. People are much more comfortable talking and connecting with people rather than entities. They are more comfortable talking to a face as opposed to a logo. Show you’re “human” in these ways:
- Show the faces and names of people behind the brand.
- Sharing behind-the-scenes moments.
- Use less jargon and more conversational language
- Use your sense of humor!
Don’t worry about the numbers.
Having a huge following is great, but you want to do it the right way. The tried and true method of sharing consistent and valuable content, responding timely, and being authentic, is what works best. There’s no point in having a huge number of followers who don’t engage you. Building relationships online is no different than offline – it takes time.
Help make your audience a more informed one.
You know a lot about your industry. And your audience is probably following you to gain some of that knowledge and insight. Share with your community and help them become more informed and educated. Pay attention to questions your audience asks and answer them in a blog post or on your website in a FAQ section and provide resources they can use to learn more.
There are conversations happening on the internet all the time among your target audience that relates to your brand. To engage this audience, you have to know where to find these conversations, and figure out how to engage with them. This is called social listening. If you can find relevant discussions within your industry, adding thoughtful information and value without selling is a great way to engage. You can find those conversations through keyword searches and listening tools.
Create a schedule.
Creating a content calendar and posting schedule will help you maintain consistency. These days, we all have a lot on our plates. Your audience will appreciate consistent, clear, concise communication.
Think about some of your favorite brands on social media. What keeps you engaged? Please share in the comments below.