There is no doubt that being active on social media is a great way to market your business and build awareness of your products and services. However, being active on social media and getting noticed on social media are two very different things.
The truth is that social media activity is not just about broadcasting your messages and selling your products or services. For social media to be effective, you need to ensure that your audience are talking back to you, i.e. that they are engaging with and responding to your content.
Depending on the social media channel in question you should be carrying out your activity in a way that encourages a response from your community, or followers. Aiming to build a community rather than just a following is a great objective to have.
So how do you ensure that your community is seeing and engaging with your activity?
– people love to talk about themselves and give opinions, that’s just human nature. Make sure that you make the effort to ask your community questions about themselves, about your products and services, or something that’s going on in the world in general. This will open up a two way dialogue which is what you are looking for from your social media activity.
– if you notice other companies on social media offering products and services that you feel would be interesting to your followers, make sure that you mention them and include relevant information and links. This will not only encourage a return promotion but it will show your community that you understand them and that you are interested in offering them access to useful information, this may also encourage discussion within your group if others have had experience in using the product or service in question.
– if someone contacts you through social media make sure that you respond, even if the comment is negative. Ideally you should do this within 12 hours, but with the instant nature of social media, your customers and followers will probably expect a response almost immediately, so respond as soon as you can.
Offer useful content
– you will have read this a lot recently, but content really is king! Make sure that much of your social media activity is offering access to useful content, either your own or someone else’s, and ideally a mixture of the two.
Mix up your media
– don’t post or tweet the same thing all the time, include pictures, videos, links to blog posts, eGuides, How To documents etc… Keeping your social media activity varied means that it will be most interesting for your target audience, as a result they are more likely to comment on or share your content.
Only sell 10 – 20% of the time
– it might be tempting to spend all your time selling the benefits of your products and services but this will actually discourage your audience from engaging with you. Make sure that you are only selling your products and services in one or two posts, updates, or tweets out of 10. Once you have increased engagement on your non-promotional posts, this will encourage your community to take more interest when you are actively selling your products or services.
Encouraging the people who are following you on social media to engage is one of the best ways to increase your following, build awareness of your brand, and sell your products and services. Therefore, encouraging engagement should be your first priority online.
What techniques are you currently using to engage your audience on social media? Did they help you improve your website traffic and ROI? Let me know in the comments below.
Do you know someone who can benefit from this article on how to engage your audience on social media? Share this post with them on LinkedIn, Twitter, or Google Plus!