How to make more of an impact with your social media content
Many small business owners comment to me that they don’t seem to get much engagement or response to their social media content.
They wonder how to take their social media to the next level.
So here are 5 simple ways to get more social media engagement
1. Post more often
To reach and engage as many people as possible, you will need to post regularly and consistently.
If you’re posting less frequently than your posts may not even get served up to people who like your page/account.
For content to appear on a person’s feed consistently, they have to view/engage with your content often.
If they stop, clicking, liking or engaging in your content it’s possible especially with Facebook that your followers may not get anything at all from you.
The moral to the story is to focus on content more likely to engage your ideal customer, even if it isn’t your own content.
So when you do post your awesome images or a promotional post, they are more likely to get it on their feed.
Another reason to post more often is low organic reach and competition.
Organic reach for Facebook pages has steadily decreased over the last few years, with Edgerank Checker citing a drop from 16% to 6.5% and Social@Ogilvy reporting organic reach as low as 2% for pages with a large following.
For Twitter the number of followers who actually see your tweets may be as little as 2%.
That being said, you don’t want to appear too spammy. Aim to post at least once a day (or several times a day in the case of Twitter). Check out our free social media guide for suggested frequency for each platform.
2. Focus on providing a mix of valuable content
You content should always be valuable to your target market.
Valuable content is useful, interesting, helpful or entertaining.
Post content in different formats. For example:
- An image showcasing something you or your team are doing.
- An interesting post from someone else or another company that would be of interest to your followers.
- Inspiring quotes in picture form. You can find a lot on www.pinterest.com or make your own using tools such as www.canva.com.
- A post that has nothing to do with your industry or business but you know is of interest to your followers.
- Something light such as a quiz or entertaining video – you can get content like this from sites like Mashable.com or Buzzfeed.com or similar.
You can also set up a free www.feedly.com account and add feeds from blogs and websites you like, so you have a constantly updated source of great content you can share on social media.
Most social media platforms have inbuilt analytics or insights that give you an idea of the best performing posts and times and days to post.
Track your performance and refine the type of posts and schedule for posting as needed to reach the most of your ideal customers.
4. Get to know your ideal customers and the content they like
Take the time to look at the pages/accounts your ideal customers like and like those pages/accounts as well.
Find a follower of your’s who represents your ideal customer and click on their profile to see what pages/accounts they follow.
Click on another ideal customer and look for patterns or common pages they all like.
By liking these pages/accounts you get lots of engaging fodder (content you can share that’s relevant to your ideal customers).
These pages/accounts don’t just need to be about your industry or business, they just need to be of interest to your ideal customer.
In Facebook you can go up to the search bar and type in ‘pages liked by [insert name of person who likes your page]’ or ‘pages liked by people who like [page name].
This same method can be used for creating target audiences for Facebook advertising.
Other searches in Facebook could include:
- Pages liked by people who like [insert page name]
- Pages liked by people who like [insert page name] and [insert page name]
- Favourite interests of people who like [insert page name]
- Groups of people who like [insert page name]
- Pages liked by [insert occupation e.g. business owners]
- Pages liked by [insert occupation e.g. business owners] who like [insert page name]
- Pages liked by people over the age of [insert age] who like [insert page name]
- Pages liked by [insert gender] who like [insert page name]
- Favourite interests of [insert gender] in [insert location] over the age of [insert age] who like [insert page name]
You can find more search examples at this page by Jon Looman.
5. Connect with likeminded businesses
- Like and follow pages and posts by your customers as well as key influencers and associates.
- Like or follow-back businesses that follow you (if they appear legitimate and relevant to you).
- Tag (use @ symbol then ‘business name’) customers and key influencers in posts that may be relevant to them so it appears on their feeds – this will also increase your reach to new audiences.
- Engage/Like/Comment on other businesses’ content.
TIP: When you want to like another business page in Facebook, don’t like it from your personal profile. Go to the business’s Facebook page. Click on the ‘more button’ found at the bottom of the cover photo and choose ‘like as your page’.