As business marketers, we are all bored of those clichéd tips. Almost
all of them have ceased to work for increasing the social media
engagement for our brand. However, we do want something that can trigger
our social media engagement. So, here are some myth busters to trigger
your social media engagement. You have to realize that these are
affecting your social media marketing campaign.
Some tips that go against the standard recipe which is no longer working for your business.
Original Content
Regardless of how many tactics you use to attract more audience through
social media, the one that works the most is good quality content.
Eye-catching content engages the audience and encourages social media
sharing. But, does quality content also imply original, all the time? If
each post or tweet is innovative and can entertain the audience, you
can expect good engagement. But, is it possible for you to make and
share fresh and innovative content every day? If you think it is, think
again!
The solution is to curate content. Your audience needs interesting content.
Your customers would still like it even if the content is not your own.
So, the secret lies in retweeting or sharing posts which are seen to be
making a lot of impact on the social media audience. Sharing
user-generated content also does most of the trick. The user will be
happy and others will find the content authentic. And isn’t it the best
way to gather innovative content?
Valuable tips and informative articles from other authors can be shared provided the topics match the taste of your audience.
Partnering with influencers is also a great source of innovative
content. A good way to make your social media posts authentic is to
substantiate your claims through third-party statistical data.
Using Humor
Everyone suggests that you use humor. But, are you sure that your audience likes it?
A plain social media observation over a period of one to two hours would
tell you whether your target audience likes more of humor or
informative content that they can use.
So, never over-do the ready to chew standard tips. Every brand is
different. If the audience was all the same, people would have only
posted humor, all the time. It is just fine if you want to include some
humor as well. Not all the time though.
Interactive Content
Sharing content that encourages the audience to interact is the best way
to get more engagement on social media. Yes, and I am not countering
it. But, never let excess ruin the attempt. These extra pieces can
complement but not replace the variety of content that must be shared
for increasing engagement.
Different types of people have different preferences when it comes to content.
Most platforms allow you to solicit feedback or conduct an opinion poll.
But, surveys, polls, and questions should be balanced with informative
quality content posts. This can also be used to attract the audience’s
attention or make them go and read the previous posts, particularly when
the questions asked are pertaining to the past content.
How your audience responds to the polls can give a clear indication of
the type of content they were interested in reading. You can use this
information to create your content. Nevertheless, interaction must not
be over after soliciting their inputs. But, it does end with that when
you don’t interact with your audience. Replying to their comments and
answering their queries actively make them feel valued and brings in
more engagement.
High-Quality Visuals
Images and emoticons reinforce the content with emotions and make the
social media content enticing. So does it mean you can put any images or
flood your social media content with videos? And you have heard about
original images too. But, does putting an original image mean you should
hire a graphics designer? And, would that really bring in more
engagement? The answer is, no.
The audience likes images of real people and not just original.
So, pictures of actual customers using your product can do wonders. You
can also share photos of your team or events. Such images appear
authentic and engage more audience. Using the best images is not as
effective as using the images in the best possible way. Infographics are
also becoming increasingly popular. But, to get the most out of these,
the images and content should be aptly balanced.
A jargon of words and few irrelevant images might even appear attractive
at the first glance but would not get the desired engagement.
Not everything can be conveyed equally well through infographics. So,
watch out. Similarly, yes, using more video can increase engagement.
But, this does not apply to all types of videos. Live videos on Facebook
are doing really good.
Inviting the users to post their videos can actually do even better for
you with engagement. User-generated content is very popular on social
media and can increase the engagement manifold. Linking to videos on
your website is good only when more than attracting engagement on social
media pages, your intention is to increase traffic on your website.
Embedding should be preferred as it keeps the user engaged on your post
and does not divert him to another page.
Number of Followers
Most of us strive to get more and more followers on our social media
pages. But, does it imply we have achieved good engagement as well? The
answer is, no. The quality of follows is more important compared to the
number. Some of the followers are idle or dormant and do not engage much
on social media. Some others are also fake profiles. These categories
would not bring in more engagement. Who wants to convert fake accounts
into customers anyway?
So, research on your audience to identify the genuine followers and the
types who are more active on social media. Also, evaluate their likes
and preferences. Concentrating on this set of followers can actually get
better engagement for your brand.
Selecting the Right Platform
I know that the trending advice is to select the right social media
platform out of the so many available. Every business has its marketing
goals. Social media forms a part of it. Social media is vast. So, it is
also important to differentiate between the platforms when you design
your goals.
Depending on the type of product or service, some platforms are more
suitable than the others for social media marketing for your brand.
Again, I am including this one in the myths for a reason. As marketers,
we must actually have a presence on various platforms. If today your
product or service is not catching up on one, it might do so with time.
Same is true with the followers as well.
A recent research suggests that Facebook still has the highest number of
daily active users. But, does it mean that we should only focus on
engaging more audience through Facebook? While Facebook was one of the
most famous platforms around a decade ago, now Twitter, Instagram, and
Pinterest are competing in a big way.
Now, the issue is, if you start believing that one of the platforms is
not suitable for your brand, the followers might switch over to this one
and you would lose engagement if you don’t have a presence here. Post
different content on each of the platforms. You may not use all the
platforms, but try to include as many as possible. The frequency can be
reduced or increased after gauging the activity on each of these.
Attractive Advertisements
You are trying to make your posts more and more attractive. Kudos to you.
But remember, though some people like reading fictional stuff, this is
not what they want when they are following you. You are not a movie
maker or a story writer; you are a business selling some genuine
products or services. Your customers expect you to be truthful towards
them. This is serious.
To portray authenticity, customer testimonials are the best way. The
prospective customers would like to know what your existing customers
say about your product or service. While you are a marketer, the
customer is not. And he has no reason to praise your product unless he
is really satisfied with it.
The Timing
I am sure this is the 15th time you are reading this, or, maybe 20th?
But, no, I am not going to repeat the usual content calendars and ‘post
in the afternoon’ advice. The timing of your posts is crucial. But,
there is no one best time for all the businesses and social media
platforms.
The perfect way to test this is by asking yourself whether you would be
shopping for clothes online when you are at work. But, if you are
looking for cloud servers for your business, you would be doing so
during the work hours.
The best way to find the right time is by analyzing your own social
media posts and observing the time range when your audience is most
active.
Even if it means observing your competitor’s social media pages, do
that! Ultimately, when you have the same type of audience, it can give
you a fair idea of the best times to post or share on social media.
Making a content calendar does not mean that you have to add new content
every day. Frequency is important. But, that doesn’t mean you have to
post something irrespective of whether you have something interesting to
share or not.
Instead, if you make a schedule, make sure that you are sharing different types of content each day.
Review this for a week to decide what type of content attracted or
engaged the most audience. This should guide you for making preparations
for the next week’s calendar.
Call to Action
Well, there is so much hype about CTAs. As marketers, we want more customers and so we keep designing effective CTAs.
Do CTAs really invite engagement? There is no definite answer to this.
If you are a cosmetics brand, sharing a video about how to apply party
makeup, you are sure to get many views. Asking them to subscribe to your
YouTube channel for more such tips can be an effective CTA and you will
get more engagement if they like your video. Interestingly, the type of
content you share will determine whether your CTAs will increase
engagement or not. Don’t use CTAs randomly.
Conclusion
As a marketer, you never miss any information on increasing social media
engagement for your brand. You are ready to spend heavily on social
media marketing agencies.
There is no harm in doing that, particularly when you can’t be doing
everything yourself. Regardless who is managing the social media
engagement for your brand, the point is whether they are doing it right.
To identify that information, you must focus on these tips, which can
help you spot the myths and fetch you a better social media engagement
for your brand.
The rest is up to you.
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