There is no doubt that social media is essential for your marketing success. Out of the 7.7 billion people in the world, there are nearly 3.499 billion active social media users, and this number continues to rise. If your business is not on social media, then you’re way behind the curve. If your business is on social media and isn’t seeing as much engagement as other brands, you too are behind the curve.
So why is it that only 10% of marketers report social media marketing as the strategy most likely to yield the most revenue? There are many businesses out there that are consistent with their social media marketing. They post new, innovative content every week, but they are lacking engagement. After waiting for days, weeks or even months for some sort of boost in engagement, they still have nothing.
So, what do you do? Well, we can tell you one thing: do not give up. 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. Additionally, 90% of social media users use social media to communicate with a brand or business. These numbers and increasing percentages speak for themselves. If done correctly, this word-of-mouth marketing strategy can drastically boost your brand awareness.
If you are posting tons of great content consistently and aren’t seeing the engagement you are expecting, there might be a few things you can change.
Give Your Audience What They Really Want
With 50% of millennials and generation Xers following brands on social media, the potential for success is limitless. What some businesses haven’t discovered yet is what this audience really wants from brands.
What social media users want from brands today is their real selves. After being bombarded by paid advertisements, sponsored posts and all sorts of spam, consumers today want to know the real brand. They want to see the brand behind the scenes, to know that they too, in fact, are real people that care more than just a sale. Consumers today love interacting with brands that will interact in return.
Consumers expect a brand to be honest, friendly, helpful and trendy. Perhaps this is why chatbots have become so popular. Chatbots are a way to communicate with customers quickly and easily. If a customer needs information during busy business hours or off the clock, the chatbot is there in case no one else is.
Consumers today also follow brands on more than one platform. If you are posting the same content to each platform, they might become tired of seeing the same posts in their newsfeed. Be sure to change up your posts- keeping your audience engaged and interested!
Include New Social Media Users
When was the last time you evaluated your audience? Social media has been known to be popular amongst millennials and younger generations. While this is still true that millennials are the majority of consumers on social media, businesses have totally disregarded older generations. One of the most rapidly emerging user groups on social media in 2019 is the retirement age adult (65%.)
Social media is no longer for just millennials and generation X. Social media is used by just about everyone, at any age. These older generations have joined social media for the same reason millennials do; to make connections, keep up with friends and family and to receive news and updates.
If you have not yet included these new users on social media in your content marketing strategy, you are behind the curve.
Enhance Your Credibility
We have all done it… Post something to Facebook only to realize a few hours later that there was a typo. While we think it’s not a big deal and not many people have noticed, that’s not true. Chances are, lots of people notice and it cripples your credibility. One mistake is probably leaving you in the safe zone. But if you continue to have typo’s or post information that you can’t back up with facts, it creates skepticism among your consumers.
Fortunately, this is an easy fix. You should always proofread your social media posts. It might sound silly to reread every 60-word post you make, but it is better to be safe than sorry. Once you proofread, always have another set of eyes proofread too (if possible.)
Listen to Your Audience
More than half of consumers today would prefer to message a business on social media than to pick up the phone. Additionally, 61 percent of consumers enjoy receiving personalized messages from businesses. If you haven’t connected the dots yet: consumers expect you to communicate via social media.
Have you ever tried to call someone over and over again just to continue to receive their voicemail? Well, consumers feel the same way when they reach out to a business via social media and get no response. If you are unresponsive to your audience, you may face detrimental outcomes. There are programs out there like Sprout Social that will help you to never skip a beat. You can be notified of every message, comment, like and share.
Create A Strong Strategy
Businesses must have a social media strategy. Without a strategy, you are posting just for the sake of it and as a result, you are not seeing any positive outcome. A social media strategy helps you to target your audience more effectively, ensures your goals are met, leaves room for creativity and helps to create better content.
Never created a social media strategy before? Don’t sweat it. A marketing agency has experts in strategy to help develop a strategy that helps boost brand awareness, engagement and ultimately, sales.
With the continuous rise of social media, there is no reason why you should not hand off social media to a group of experts. Especially if your social media posts are not resonating with your audience or you are lacking engagement.