When it comes to building an online audience that actually translates into dollars in your pocket, engagement is the name of the game!
I’ve spent several years managing various social media accounts for my clients, everything from not for profits, to restaurants, and retail brands and the one thing that everyone wants to know is how to build engagement. So today, I’m spilling the tea and letting you in on my top 3 tips.
Number One: If you want to build engagement, be ENGAGING!
I know, it seems simple enough, but you’d be surprised how few brands actually do this well. In order to be engaging you need to build a relationship with your audience. Building a relationship online is essentially the same as building a relationship in real life, you need to be attentive, relateable, and responsive.
Are you checking in with your audience? Posting at regular intervals so they know when they will see you again?
Are you responding when you receive comments and messages? Are you relateable?
Are you providing value to your audience? Are you paying attention to the posts they enjoy the most and giving them more of it?
Think of it this way, when you meet someone new you introduce yourself, maybe trade a few stories on what you do, where you’re from, talk about your family, etc. You try and look for commonalities with that person in order to build rapport, right? Well, social media is no different, people buy from people they know, like, and trust. Be that person and watch your business soar!
Number Two: Know Your Target Audience
If your business is steak, you’re probably not going to want to try and engage with vegetarians, just sayin’.
So, my question to you is, are you clear on your audience, and ideal customer? Like, really clear. If the answer is no, then you need to sit down and really define who your ideal customer is. The more specific you are, the better.
Who are they, what do they do for a living? Where do they live and where are they spending their money? Once you’ve answered these questions, you’ll be better able to determine why this person needs your product or service. What problem are you solving for them? Your product or service needs to be positioned to meet the needs of your target audience. The more specific you are in defining your audience, the easier it will be to present a product or service that will achieve that goal.
It’s much easier to speak directly to someone once you know who they are, so that you can tailor your language and visuals to address their pain points.
Number Three: Own your Brand Identity!
Who are you? What makes you special? Why should I choose your product or service over someone else’s? Tell your customer and remind them often. How do you do this without being salesy or pushy? By being unapologetically YOU!
Every brand has a personality, and traits that are unique. This applies whether your brand is Nike or Sara the Wellness Coach. Remember this: Your brand is what your customer thinks it is. It’s the impression that is left in their mind, the feeling and experience you provide. You can’t be everything to everyone. Focus on providing your target audience with a product or service that is valuable to them. Your brand identity should be reflected in everything you do, and it should be consistent with your principles and values.
Sustained engagement is the result of relationships you’ve built with your audience over time. Review your metrics and insights regularly to ensure you’re always giving your audience more of what they want. Respond to comments, and questions and use the opportunity to talk to your customers, get feedback, and improve your offerings.