Perfect social media marketing strategy means sending the right message, at the right time, to the right people. And it’s the same with your potential buyers. At the start of any marketing funnel, customers know nothing about you, your brand, and why should they even think about you. To them you’re nothing. Yet. So, you need to hold their hand, and steadily but surely convince them they need you. Once they’re ready, you lead them to the checkout page and (subtly) push them towards the buy now button.
However, marketing is not always about selling. Sometimes, it’s about having real conversations with potential customers before driving them towards a button or a landing page. Here’s how you can increase social media engagement without being too pushy.
Stop ignoring your audience
Social media is always changing, and social media marketers need to stay on top of these changes. However, the core business principles stay the same. One of the main principles of note is making sure that your business is customer oriented. This principle should be embedded in every step of your business strategy, from research to customer support.
So how does the age-old principle of focusing on a customer apply to 2020 social media trends? Well, one thing to do in 2020 is to stop ignoring your customers on social. You might feel confused, or even offended right now that I even assumed that you’re neglecting your customers. But tell me, how much do you utilize social media to engage with and learn more about your target audience?
The simplest way to use social listening is to find and respond to untagged mentions, those instances where people are talking about your company without directly reaching out to you. However, simplicity is not what we’re aiming for when we have a tool as powerful as social listening at our disposal. With it, you can analyze large amounts of social data for product insights, discover potential customers, and understand your target audience.
Forget about the surveys and feedback forms - social listening gives you access to unfiltered opinions, shared online organically.
Video isn't a new trend - it's been featured as a key social media marketing focus of note for a couple of years now. And it’s a great way to increase social media engagement. However, live video is something that still offers significant potential for marketers - and more brands are now picking up on the option.
Streaming enables you to react immediately to what’s going on, connect with your audience in a relatable way, and show them that there’s a real person behind the brand. It lets you communicate with your audience directly.
Collaborate with micro-influencers
Influencer marketing can be a powerful strategy, but some brands still envision it being solely related to big-name, expensive, star endorsements. Make no mistake, audience numbers are important, but don't overlook the potential of smaller creators, who tend to have more authentic relationships with their audiences, and thus, are better at establishing trust.
And in marketing, more trust means an increase in social media engagement, and that leads to higher conversion rates.
Befriend the algorithms
Mastering social media algorithms is a good goal for any year, but if you haven’t done it yet, now is high time to embark on this mission. Yes, report after report tells us that organic reach is falling, but that doesn’t mean that you should give up. Instead, you should look to understand what types of content each platform favors and use that within your approach to maximize organic reach.
Creativity here is the key: we all know that many social media networks boost video content - but that doesn’t mean that you should produce cookie-cutter videos with no original ideas behind them. And again, the fact that social media engagement is the key to organic reach is well-known, but you can’t just ask people to like and comment on your posts. You need to come up with engaging content, in line with algorithm shifts, in order to optimize your results.