If you’ve been a social media administrator (or “online community manager” as I like to call it) for any length of time, you’ve probably been discouraged by low engagement rates. It’s easy for a thoroughly researched and well-written blog post to fall victim to Facebook’s ever-changing News Feed algorithm; perhaps your timing was off when you posted the link on Twitter or LinkedIn; or your carefully selected stock image didn’t resonate with viewers on Instagram and Pinterest. Sometimes there isn’t an obvious culprit.
And while many marketers think the pay-to-play scenario is the only way to get the exposure they want and need, I still believe it’s possible to generate and facilitate organic conversations around your products and brand. One of the best ways to do that is to get your fans, followers and customers to talk to you and each other and share their questions and ideas. Here’s how.
Think Socially and Create Share-Worthy Experiences
“When grabbing your audience’s attention, focus on uniting people with a common theme. A brand with a global community creates lasting relationships. Set up a UGC [user-generated content] contest. Ask customers for content. And inspire your fans to retweet or tag a friend in the comments. Sophie Turton, Content Marketing Specialist at Bozboz, says, ‘Instead of creating content, we should be creating opportunities for content creation: instagrammable moments, inspiring experiences.’ Think socially, and your brand may attract a new global audience.” — Read more at Marketing Insider Group
Find New Ways to Build Relationships
“The trend is not ‘Facebook’ or ‘Snapchat’ or ‘blogging’ — it’s relationship-building and community-building. So how can you adapt? By actively pulling in your community, not passively waiting for them to engage. At Bitly, my employer, we’ve been doing that by ramping up our co-marketing initiatives with HubSpot, AdRoll, Buffer and others. We’ve started actively talking to our customers and featuring them in blog posts, social content and e-books. We’ve also tapped into our influencer network. […] At Bitly, we recently interviewed 20 social media influencers about what they thought was going to happen in 2016. By featuring them on our blog, we helped promote their personal brands, and they helped promote the blog post.” — Read more at Marketing Land
Ask Your Followers for Feedback, Then Use It
“Understanding the products and services your audience need is also a critical part of addressing feedback. When users ask if you sell ancillary products or services, they’re telling you that they assume you would offer them — and that they’d be willing to purchase them from you instead of a competitor. Companies are willing to pay big bucks for user research and testing, but why bother when you have direct access to people who actually use your service and visit your site?” — Read more at Contently
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Rep Cap is a Baton Rouge content marketing agency that helps B2B companies and their agency partners produce high-quality digital content, including blog posts, email newsletters, white papers and infographics. Our writers, editors and marketers are experts in their fields. HR tech, health care, financial services and marketing tech are some of our favorite industries. Contact us for a free 30-minute consultation to find out how great content can help you attract and retain your customers.