Chances are you’re just pushing out content. A Nielsen study found that 95% of brands are stuck in “broadcast” mode—not engaging customers on social channels.1 This number is backed up by a recent analysis by Comblu of eight industries and 85 Fortune 1000 companies, who found that only 2% of brands consistently respond to customers’ posts. Your ability to engage customers is vital to the health of your brand and imperative to meeting and exceeding your customer’s expectations. Stop broadcasting content and get “unstuck” by following these five social media publishing tips to increase engagement.
1. Remove the Stress of Your Best Guess
are you're not sifting through mountains of data to determine when your
audience is most likely to be online before deciding when to publish—you’re
taking your best guess. The time for speculation and stress is over. With the
latest social media marketing tools, automatically select the best time
to publish each piece of content using a complex algorithm based on the social
network, your brand’s past engagement history and behavior of your audience. Auto-scheduling
not only frees up your time to focus on other activities like interacting with
your audience in real-time, smart scheduling can lead to a
25% increase in engagement.
2. Take a Page from Your Email Strategy
known for years that email list segmentation to provide more relevant content
improves engagement and conversions. But most marketers still engage in a one-size-fits-all
approach to social media
publishing. Tailoring your content and visuals to your diverse audience
can yield measurable engagement results. Here are two easy ways to get started:
By matching emails with Twitter handles, identify inactive customers to create a
tailored audience for remarketing. Re-engage them with a paid Twitter strategy
by offering an exclusive discount or incentive to visit your website.
With Facebook’s new
Preferred Audience tool, deliver the right content to the
right audience by targeting your organic posts to your preferred audience.
According to Facebook, “with Preferred Audience, interest tags help prioritize
posts that are most likely to be engaging for a person without limiting
visibility for others.”
3. Sit Down for Story Time
Storytelling is a powerful way to engage. While most brands understand the
value of visually driven content, they’re still creating one-off posts and
neglecting to use sequential posts to tell their story. To increase engagement,
create an ongoing narrative that will entice your followers to return for more.
Follow these common traits from top social storytellers to drive deeper
connections with your audience:
Publish content around “tips and tricks” that helped consumers learn new skills or how to
better use your products and services.
Provide links to deeper storytelling platforms such as blogs or a website.
Riff off of current happenings such as big sporting events or holidays.
Make consumers and influencers part of the story by retweeting their posts or
featuring them as main characters in a story.
Feature causes that are inspirational or meaningful.
Show “behind the scenes” shots and videos.
4. Plan for Each Platform
You’ve seen it before—a tweet that’s cut off mid-sentence
with a link to Facebook, a Facebook status update with way too many hashtags, a
LinkedIn thumbnail that’s too blurry to read. From ideal image dimensions to
audience demographics, every social media platform is unique and should be
treated as such. Using the same messaging on every social platform is a
surefire way to plummet your engagement rate. Take time to understand the best
practices for each platform and include them in your content publishing plan.
5. Curate Great Content
User-generated content (UCG) remains the most powerful source for inspiring consumer engagement and conversion, ultimately leading to trust and loyalty. In fact, social campaigns that incorporate UGC see a 50% lift in engagement. When you leverage UGC, you invite consumers to be part of the brand experience, which engages them and provides content for your marketing.
Curating high-quality content is time-intensive, luckily there are social marketing tools that can assist you in surfacing the best content for your brand. Here are just a few:
BuzzSumo lets you see content that is highly shared on social media
based on the keywords or websites you enter.