In today’s world, the strategic use of social media channels can help business owners enhance their bottom line. One of the best ways to accomplish this is by getting customers directly involved with your brand. Below you will find just three of many strategies you can deploy in the ongoing battle of improving user engagement.
Improving User Engagement on Social MediaImproving User Engagement On Your Social Platforms: Creating a Systematic ApproachClick To Tweet
1. Find The Right Platforms
Your first step to optimizing user engagement on your social platforms is determining which channels your target market uses most consistently. Facebook and Twitter are the clear leaders overall, but different depending on your market, your efforts might also be valuable on LinkedIn, Google+, or even YouTube. Small Business Trends also includes Pinterest, Instagram, Tumblr, Flickr, and Reddit in their top ten social media sites.
There are several ways that you can determine which social channels will be most appropriate for you to use as you work to engage your audience. One approach, while inefficient, is to simply ask your customers. Even though you can’t really quantify their responses, it can at least give you a decent starting point.
You can also hire a team of digital advertising professionals to perform target market research. Basic data regarding the use of social media channels is also widely available. For example, Social Media Examiner notes that Facebook generates the most use of all social media sites.
2. Create Amazing Content
Once you determine on which channel or channels you should be focusing your efforts, your next course of action should be creating amazing content. Content is one of the most effective strategies for catching your users’ attention. Well-written, information-rich blog posts, web articles, infographics, press releases, and YouTube videos all have proven useful in getting online audiences buzzing about brands.
Engaging content also significantly boosts the likelihood that your audience members will share what you publish with people in their social media networks. As more people share your content, it has the potential to go viral, exposing millions of people to your product or service line in a relatively short time.
A perfect example of this comes from Symantec. In late 2016 Symantec Corporation acquired Blue Coat, a crowing cybersecurity company. In order to share the news with its stockholders and generate more traffic a press release was created alongside Blue Coat’s acquisition paperwork. This resulted in 349 social shares and 550 links to Symantec.com. Not only that, but the excitement they generated caused the company’s stock value to rise for the first time in over a year.
3. Engage With Your Audience
To optimize the engagement level of your content, focus on developing Q&A-style blog posts. These posts empower your viewers/readers to ask specific questions about your brand. They can then refer back to your social channel for a link to your site where they can submit their questions.
User-generated content is particularly successful in building user engagement. As your audience begins to engage with your company, they can essentially become an external promotional force for your product. Users who have developed a relationship with your company can generate additional buzz about your products by creating online reviews, blog posts, wikis, and even their own podcasts and videos.
This type of content is incredibly powerful because it causes your audience to engage with your brand in a very thoughtful, involved way. User-generated content also constitutes a form of word-of-mouth advertising in which one person speaks positively about your brand to another person. In this case, the other person is the individual who reads or views the content produced – a great tip for improving user engagement.
4. Use Customer Relationship Management (CRM) Software
Finally, consider investing in customer relationship management (CRM) software. This software expedites workflow processes while also ensuring that you have accurate, up-to-date, detailed information regarding each of your customers. You can use this data to customize and fine-tune your social media strategy. For example, if you note that conversion rates are high for a particular product, you can tweet out links or send emails routing users to product pages featuring that item. You can also use the data you gather through your CRM software to reach out to specific users and encourage them to generate their own content regarding why they love the product.
If you’d like to know more about how we can help you with improving user engagement on your social media channels, so you drive more traffic, leads and sales, then do please drop us an email or fill in the contact form! And keep on leaving comments too, folks!Improving User Engagement On Your Social Platforms: Creating a Systematic ApproachClick To Tweet
About the author, Carol Evenson
Previously, he was Director at Comms Axis, a full service marketing agency specialising in content, social media & website services for businesses of all sizes.
Dan Purvis writes for a number of leading business, social media and marketing sites, including Smart Insights, MarketingProfs, Marketo, MarTech Advisor, Marketing Tech News, MarTech Today, MarTech Exec, and more.
Dan was also ranked by Brand Republic as one of the Top 50 UK Marketing & Social Media influencers.
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