Social media is one of the best ways to build engagement with your target audience. Surveys have found social media is one of the most favoured methods for consumers to discover new brands and learn more about them. Therefore, creating an approachable brand with engagement encouraging content should be a focus for your business.
Content is the foundation of any social media campaign. Build your content up on your blog, landing page and other marketing materials so you can promote them on your social media accounts. The best form of content is evergreen – content applicable to anytime of the year.
Ensure you have a mix of content types. Images and videos are particularly useful for engaging audiences online and can be advertised on the biggest social media networks: Facebook, Twitter, LinkedIn, etc but also have their own social media networks with YouTube and Pinterest. Using these specialist networks can also increase your search engine rank as videos on YouTube rank highly on Google searches.
To increase engagement further, reduce the number of hashtags you use to just two or less per post. Research has demonstrated those who use two or less hashtags in updates have 17% higher engagement.
The same can be said by the level of your posting. Every network has a different level of recommended content publication. For Twitter, those who post less than eight updates per day will likely have higher engagement. If you use Facebook, post less than three updates per day.
If you really want to get your messages shared you are going to have to find and share content created by others. This doesn’t have to be content which is directly related to what you provide customers; but something you know your target audience will enjoy. For instance, if you are a business accounting firm you could share content on human resources and marketing.
This will make your brand more valuable to your audience and attract those businesses to share your content.
When you start to get some interactions with your audience; you need to respond. There is strong evidence to suggest that businesses who do not respond to those who ask questions or share content will lose those followers and future interaction.
You can encourage interactions by asking questions of your audience. One particular method is to tie this in with a particular event like Thanksgiving, Christmas and New Year. For example, if you are an events company, ask your audience what their best party warm-up game is or what food they like to serve.
You can also use this information in your blogging campaigns and future content creation on social media.
As well as providing evergreen content, you can create seasonal or trending content to gain quick boosts of engagement. This can include a live posting session where you take an event, like a popular television show, and create content to engage audiences during the show.
Many brands do this during the Super Bowl and had done so during the live performance of “The Sound Of Music”.
You could also attract audiences with doing an interview or a Q&A session online with an expert.
It is important in these instances you have the right hashtag for potential followers to find you.
This style is particularly powerful at increasing social engagement if it includes some humour and wit.
Social media is one of the best methods for your audience to discover your brand. To increase your reach on social media you need to encourage engagement with your audience. There are several ways to achieve this. Most can be described as posting content your targeted audience are going to want to read and share with their peers and responding to previous interactions.