8 THINGS TO DO NOW TO MAXIMISE YOUR BRAND’S SOCIAL ENGAGEMENT
With many brands and organisations starting to plan in earnest for 2018, it’s a good time to take stock of your social strategy.
The pace of change is fast and social networks have evolved considerably, introducing new features even since the summer. Are you fully up to date and confident you’re taking advantage of the latest innovations?
I’m having lots of conversations at the moment with businesses about this topic so I thought I’d share 8 top tips to transform your brand’s social engagement.
1) Listen Up
We have ears! YouTube says brands enjoy a 43% lift in awareness and consideration when viewers are watching videos with the sound up. Give people a reason to turn up the volume. Mentioning your brand by name in the soundtrack will also have more impact than in the post wording or description alone.
2) You’re simply the best
Whether you sell flowerpots or Ferraris, people need to know you’re the best in your business – and you need to get yourself referred to online as “the best”. Why? Because mobile searches for “best” have risen 80% in the past two years, according to Google. Encourage and incentivise a (genuine) social reviews programme so that happy customers shout your praises from the rooftops.
3) See life through a lens
Your stories are more amazing if you tell them with pictures (and video). The most shared social content tends to have a distinctive visual style and embraces native internet formats. That means using Instagram-style imagery or formats including GIFs. Photos should be social by design, not taken from brochure stock. Images can apparently drive 10x higher message retention than pure text posts.
4) Creators are creatives
Your influencer marketing will work harder if you let the influencers come up with the ideas. We know it can be hard but trust these people, they know their audience inside out and are experts at creating for the platforms they inhabit. Be co-creators with your influencers and let them do what they’re good at.
5) Ideas win
There’s no point posting something if you wouldn’t share it. A post needs words but words alone don’t make a post. Everything you share should be an idea and make you want to talk about it. Sounds obvious but this is the most overlooked action point we see.
6) Go live, come alive
Algorithms are promoting brands that embrace live services like Facebook live. But live-streaming is the easy part – the hard bit is the change in mindset. You’ll need a production plan and workflow that allows for real-time content creation, approvals and community management.
7) Put your money where your mouth is
There really is no such thing as a free lunch. Organic reach is almost zero on social without paid support. You need to be promoting your content through social ads or next to no-one will see it. Make your spend work harder with precision targeting based on your audience demographic and behavioural intent. Start small and then invest behind content that flies, in real time.
8) Put less in, get more back
Stop being on every channel and replicating content across them. Find out where your primary audience is and then focus your efforts. For example, there’s always overlap but Facebook increasingly skews older (Gen X) and Instagram younger (Millennial). Then customise your content accordingly. Post quality content 2-3 times a week to avoid diluting your channels and penalising yourself. You’ll improve results by doing less, better.
Whatever stage you’re at with your social media marketing, get in touch to find out how we can help!
Executive Director, Content Marketing and Digital Strategy