Congratulations- your company has decided to invest in social media in order to build their brand loyalty and hopefully increase sales. In the past couple of months, you've managed to grow your followers to about 3,000, you're on a role. However, you're noticing little to no traction on your daily posts. What could be causing this lack of traction? You're fear of being real on social media. Just because you're posting on a business page, doesn't mean you can't be human. Allow me to break down the implications of being robotic and sales-like on social media. Here are some common mistakes most companies make on social media.
Sales Pitch with No Benefits
In this twitter example, you notice the company tries to engage with the potential consumer, by sharing a Survey of Content Marketing Insights. The only benefit to the consumer is that it's free. Unfortunately for this company, anyone can Google "content marketing insights" and get 106 million search results on the same subject. In the end, the content becomes a sales pitch with no benefit to the consumer opening the link.
Posting Benefits Anyone Can Offer
While this Facebook post has a photo, which will inherently attract people to it, the real question is will this post alone make consumers want to pick up the phone and make a reservation at this restaurant? Probably not, because any restaurant can be a great place for date night. It is that little extra benefit to the consumer like a dinner deal, prefixed menu or live entertainment one night a month, that can drive consumers to act on a post. Add in a funny video and you've got yourself some well-crafted content.
In the end, understand what your audience wants and executing those wants, by creating content that is approachable, fun, entertaining and not robotic, will increase your social media engagement overtime. Here are five ways to tailor your content in order to increase your engagement.
1. Create Content that Benefits Your Audience
Consumers are smarter than ever today in deciphering whether a brand is only after their money, or, if their truly looking after their well-being. By creating content that gives your audience a benefit they can take advantage of quickly or on a daily basis, will increase your engagement. It will also build trust between your brand and your followers, which will translate into brand loyalty, so when you do post something that promotes your business services or product, they will be more willing to listen and maybe even purchase your service or product. Here is an example of this from Hello Beautiful Face:
2. Use Humor to Attract Social Media Engagement
Did you know people are more likely to engage with your posts if they're humorous? Humor also allows your brand or company to differentiate themselves from other companies, who continue to post self-promotion material with no human feeling behind their message. Here is a great example from Fish Talk Radio's Facebook page. They used humor and audience interest to create this engaging post.
3. Don't be Afraid to Get Vulnerable
Being vulnerable and human in your social media strategy is key to connecting with your audience, and understanding the type of content they respond best to. We connect on social media now more than ever. Just because we aren't connecting face-to-face, doesn't mean the need to be human diminishes. Here is an example of portraying vulnerability through Instagram.
4. Create a Call-to-Action
Posts that illustrate a want for engagement tend to receive it. If you're running a produce special at your grocery store, ask your audience what dishes they would make from the produce they would buy. Or even something simple like "It's Wednesday and I already need a glass of wine, share or comment if you feel the same." Healthy Hollistic Living uses call-to-action effectively in this post.
5. Be Transparent
Honesty and transparency within your brand or company is also important to integrate into your social media strategy. If you're company is going through a merger, or there's construction going on in your building, it's a positive move to share that with your audience. We are seeing a lot of transparency around the transgender movement after Diane Sawyers interview with Bruce Jenner. Here is one of hundreds of examples of how people on social media have spoken out regarding the issue of acceptance of transgender individuals:
Integrating these five steps will be create better engagement on your social media pages, however, no marketing strategy happens over night, so be patient and keep at it.