Are you frustrated that your social media strategy isn’t attracting interactions and gaining leads? Social media engagement is important because it can lead to more opportunities such as word-of-mouth marketing and increased brand loyalty – which translates to more sales. If you’re noticing that you’re not gaining much engagement on your social media posts despite what seems like a sound social media strategy, you may be committing some mistakes that can drive engagement away.
Identifying why your social engagement is suffering
If your social media engagement isn’t what it should be, there are some possible explanations – starting with being on the wrong platform. You may be focusing on a specific social media platform because you read somewhere that the channel has the greatest number of users. But is it the platform that your target audience uses most?
However, it can be just as bad if you’re trying to cover all angles by being present on all social media channels. When you do this, you’re spreading yourself too thin and possibly not giving your followers the attention they need or not posting the type of content that is most suited for that platform. Other mistakes you may be making are posting inconsistently or posting at the wrong time, which increases the risk of your posts not being seen by your target audience. Optimize your posting schedule so you’re reaching the right people at the right time.
Best practices for increasing social media engagement
Identifying the gaps in your social media strategy is the first step to increasing social media engagement. Here are the best practices for attracting more interaction on your social media posts.
Humanize your brand
Customers are more likely to support a brand when they can attach a face to the business; it helps them relate on a more personal level. However, it doesn’t necessarily have to be your face. It can be the faces of your loyal employees or customers who are willing to share their stories and experiences with your brand. And if you’re not comfortable about sharing faces, it may even be a voice – a voice that narrates your Facebook Live streams or talks throughout your video content on IG stories.
Encourage user-generated content
While influencer marketing still works, people know that influencers are paid or rewarded for their collaboration with brands. User-generated content (UGC), on the other hand, is authentic and honest as it’s based on real experiences. UGC is valuable to you because it can help you gain an emotional connection with your audience and increase engagement by opening up conversations. Encourage UGC through challenges, contests, and campaigns. Don’t forget to create a branded hashtag to make it easier to audit and collect UGC.
Perfect your targeting
When you don’t create buyer personas, segment your lists, or define your audience, you can’t perfect your targeting – which means that you’re wasting money on paid ads on social media. When you don’t get your targeting right, you’re likely to reach people who find your content irrelevant and not worthy of a comment, like, or share.
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