Social media has captivated society. In a short time, it's changed how we connect one-on-one and universally, becoming an integral part of our communication. Try as we might, it’s hard to imagine life without it.
Platforms have gone through various updates and versions, but social media maintains the same goal: meeting the user’s needs. The same is true for social media marketing; it’s only as useful as your customer engagement.
With more brands joining in on the action, competition for consumer response is endless. New digital strategies like paid ads and videos add flair and interest, but with countless companies vying for attention, consumers have become distracted and selective when deciding which brands to follow and trust.
Modern marketers must align their social strategies for more interaction. Since social media leads online communication, connecting with your audience across all channels is key. Consider the opportunities (and limitations) of each to build your social media performance.
Generally, higher social media engagement can support your brand in three areas:
To help you improve your social engagement, it’s important to understand the methods behind developing smart social media habits. From setting goals to identifying your audience, amplifying your social media engagement increases brand value and results.
Creating social media posts is easier when you have the right assets. Whether it’s checking grammar or social monitoring, a full set of resourceful tools, apps, and plugins can simplify your process. Here are a few to help you get started:
Deciding who you are directing your content toward will help you customize the message and tone of your social media posts. To select an audience, first get to know your customers. Identify your buyer personas to learn more about them and social media campaigns that will interest them.
When considering your ideal customers, keep these questions in mind:
Post with purpose. Every time you publish, keep your core values in mind. What do you want to achieve through social posting? Take a look at these memorable ways to set social media goals:
Connecting with your audience varies by social network. It’s your job to decide which ones are best for you. All social channels share common elements like text, images, and links, but even these serve different purposes for each network.
Here are some examples of how to use each platform:
Social media is a great way to guide your audience to your resources, like your website, blog, and promotions. But without a link, your audience never leaves the social platform.
To encourage more interaction, include links and manage them.
Authentic storytelling creates brand value on social media. You won't get far with generic offers like “big sale!” Are you interested in posts like that, or do you scroll past them? Your audience is human; they want to connect on a personal level.
Use appealing dialogue and brand messaging with character. Your social posts may be your consumers' first impression of your company, so exhibit some personality up front. Remarkable storytelling includes:
A call to action (CTA) link directs your audience to the content they’re looking for. It can be straightforward or catchy, as long as it isn't too long and gets the point across.
Including a branded CTA link assures your viewer they're landing on a trustworthy page, like your website or landing offer. According to Rebrandly, branded call to action links provide trust to your consumers, increasing click through rates for your posts by 39%.
For flawless CTA links, try these tips:
According to HubSpot, engagement is boosted by over 300% when both text and graphics are included in a post. Imagery captures attention and leads to better interaction.
Not exactly a graphic design pro? No problem. There are tons of online template tools you can use to get started. When uploading images to social media, keep in mind:
Hashtags help summarize and highlight your posts. You can follow popular topics or trends, join in on conversations, and be found by more viewers. Some platforms encourage going hashtag crazy, while others advise using them sparingly.
Including the right hashtags means your posts are more likely to be seen. This increases your chances for engagement where you otherwise may not have been found. Hashtags help you:
Try several techniques and see what performs well for your brand. For a complete overview on creating hashtags for each platform, check out Hootsuite's guide How to Use Hashtags.
Ultimately, social media marketing exists to humanize your brand. The best ways to boost post engagement revolve around being consistent, telling a story, and interacting with your audience. Practice some of these strategies to see what works best for you and remember that social media is all about developing human connections.