Virtually all companies have selected, edited, and uploaded content for Twitter, LinkedIn, Facebook, and other social media platforms. Still, much of this content gets only a few likes and little engagement. In a world where nearly four billion people use social media on a daily basis, what content will interest and engage your audience?
Low engagement is a common problem for B2B marketers. Social media engagement includes everything from likes to favorites, comments, and direct messages. Any way a potential signals active interaction in social media displays is considered engagement, rather than passively scrolling through content above. Due to the real-time effect of social media, it has become a useful and now essential tool for companies to drive brand awareness and lead generation. But it’s hard to stand out when there’s so much background noise. Even the New York Times (with 49.9 million Twitter followers) sees an average of just 100 likes per Twitter post.
So why is commitment important? With organic reach declining rapidly and 88% of customers now researching online before making a purchase, higher engagement translates to conversion rates up to six times higher at companies that have adopted digital content marketing techniques in compared to those that have not. Being the first to reach out and connect with potential customers in a meaningful way creates an opportunity to establish a valuable relationship.
These five tips can help you create social media posts that will engage and engage an audience, creating a two-way dialogue that translates into revenue for your business.
1. Respond to customers.
Social media users appreciate genuine and positive interactions, whether it’s through funny videos or a business responding to satisfied customers. Commenting on tweets, Facebook posts, or even LinkedIn posts makes individual customers feel seen and that their needs and successes matter. Even responding to a negative review can turn a bad interaction into a good one. In fact, almost 45% of people surveyed say they would view a brand more positively if they responded to a critical post. Good customer service online (and in person) can even turn buyers into advocates who will defend your brand.
2. Interact with other companies.
Social media is about building connections. Engaging with other companies and brands online shows that building relationships, both with customers and within the industry, is important. Commenting on another organization’s post or starting a dialogue with another brand shows humanity and authenticity. A B2C example of this in action is fast food fights on Twitter. These often go viral and can often change the perception of the brand and spark positive interest.
3. Create a brand voice.
The positioning of the brand communicates value, establishes the differentiation of the competition and increases the memory. While your brand may have clear positioning on your website or in promotional emails, it is equally important to make your brand personality shine on social media. Customers want to connect with people, not entities, so creating and reinforcing a clear brand voice in digital spaces is key. For example, Netflix’s human-based social media approach demonstrates how creating a clear voice online offers more effective marketing.
4. Understand the algorithms.
While numbers can’t capture the depth of the human experience, understanding how social media algorithms work can help you create better content. Social media algorithms dictate what content is displayed on a user’s page, how often each account is displayed, and when certain content appears. For example, Instagram posts work best when the user is actively using the Instagram stories feature. Video ads on Facebook generate 20-30% more conversions than display ads. Understanding algorithms extends even beyond social media. One of the most important endeavors of B2B marketers is search engine optimization (SEO). Check out our fundamental SEO strategy to understand how to improve your organic search rankings.
5. Create content that is easy to interact with.
Likes and shares aren’t the only ways to connect with your audience on social media. Everything from creating Instagram quizzes to voting for Twitter polls can help drive engagement in fun and interactive ways. These types of content create an easy opening for users to contact you and you to communicate with them. Facebook polls, Twitter polls, and “comment down” posts help turn users from passive observers into active participants, and the more willing they are to participate, the more willing they will be to support your business.
Forging authentic and personal connections online with prospects and clients is more important than ever. Today, your business can use social media to cultivate the same relationship on digital channels as on others. Focusing on the content that generates a conversation connects you with your audience and, in the long run, generates leads.