The following is a guest post.
Social media is here to stay, and as every marketer knows. Considering this fact, you’ve definitely had a stab at social media marketing by this point. Some of you may have succeeded, while some of you may be stuck with limited engagement on your social media pages.
What, in depth, makes for social media engagement? I’ve scoured the internet to isolate the ‘elements’ that drive social media engagement and listed them for you, in addition to some tools and resources that can help you implement them.
Always include visually enticing elements
I recently read a post that included an interesting quip made by an academic from Stanford. The professor insisted that our brains were made for visual communication, and that text was technically an invention by man.
Including visual elements literally attracts peoples’ attention, as images as assimilated 60,000 times quicker than text by our brains. If that isn’t reason enough for you to look at visuals seriously, nothing is.
Creating visuals is easier now than ever before. Not only do you have the internet at your disposal for design inspiration and tutorials, but you also have infogrphic makers like Piktochart and template based visual editors like PicMonkey that simply the process profusely.
Plan your visual content alongside your textual concepts and use resources like the ones I’ve mentioned to make your content even more compelling. Don’t limit yourself to simple static images, experiment with inforgraphics, gifs, vines, Facebook videos and screen capture videos. Attempt to intrigue your audience with visuals, bu conveying something thought-provoking.
Upgrade your updates, tutorials and guides
When writing blog posts, or write-ups for social media, ask yourself this – in what way is this piece improving my reader’s life? If you can’t answer that question, your content will probably land soft and without much impact.
However, the idea isn’t to simply give your audience a tutorial, something that’s easy enough to do, but teach them to accomplish something that they couldn’t before reading your piece. Think of it as preparing for a class, the teachers we like are the ones who probably spend hours working on how to present a point, what examples to use and what exercises to include. Are you doing these things on your piece?
Remember, everything you share matters because what you say or don’t say influence the insights that your audience gets. Even if you can’t create content that hits those levels, you can still make it available to your audience. You could use a content curation app like DrumUp to source that content (based on keywords that you pull from Google’s keyword planner), or curate resources on download-able lists using a listicle app like Process Street.
Showcase your personality
Most marketers forget the real purpose of social media when working with it. Social media was invented to connect people. Without that element, your marketing can fall flat and not have the intended impact.
One of the most important elements in creating chemistry with your audience is personality. By developing a personality for your brand, you give your audience opportunity to relate to you and connect with you.
When creating your brand personality focus on the big five traits – ruggedness, sincerity, competence, sophistication and excitement.
How do you describe your company/product to people? Begin with that and work from there. Decide if you’re traditional and classic, or modern and fast-paced. Capture the charm of your business the best way possible and woo your audience with it.
Create campaigns built on a central emotion
Emotional branding is raw, wildly effective and makes your brand powerful on social media. Not only does emotion set your brand apart from competitors, but it builds deep, intrinsic bonds with your audience and makes them more loyal.
Creating emotion with content is not as cumbersome as you would think. All you have to do is define your goal. This is the first, and most important step. Defining your goal means delineating the exact outcome that you want to achieve with a brand.
For instance, if you were promoting a bike rental service in a town where owning vehicles is more accepted than renting is, how would you do it? You’d have to change the perception of the residents and convince them that renting is cooler than owning, and that two wheelers are more convenient than cars or the public transport.
Refer to big brands as inspiration, like Axe. Axe doesn’t sell a solution to fight sweat and stink. They sell an appealing means to attract the opposite sex. Draw on people’s emotion and you should have no trouble connecting with them on social media.
For headline inspiration you could use the Hubspot’s headline generator or refer to successful campaigns.
Ask questions that are begging to be answered
The art of social media marketing is finding just the right thing to say. If you’re involved in the community that you’re trying to disrupt, finding this thing isn’t very hard.
All you have to do is be observant. See if there’s an issue that people are discussing now, more than before. Ask a question that teases that issue. You could browse through question hubs like Quora for inspiration on the right questions to ask.
Even if you can’t identify an issue that is pertinent to your industry, that’s quite all right. You can ask something that most people can relate to.
For instance, here’s a question that came across on LinkedIn.
Observe the response that it has gotten. If you ask something that everyone wants to answer, you’ll get a pulse going for you page. Once you have that pulse you can introduce it to your product and company, and it will be well-received.
Jump in on all the right conversations
Ever since Google Alerts was released in 2003, brands world-over have used it in many creative ways to positively impact their business. They’ve used it to monitor competition, find guest posting opportunities and track industry developments, but the most interesting use-case of Google Alerts (in my opinion) is monitoring your brand. Why? Because there’s so much that you can do with it.
Positive mention? Great PR. Negative mention? Opportunity for even better PR! A request? Possibly the best PR opportunity.
Let us look at some honorable mentions of brands who have turned brand mentions into excellent marketing opportunities.
Inspire your audience
A few years back, the search term ‘inspiration’ saw its prime. With Steve Jobs’ emphasis on the word and its spirit, inspiration took off as one of the most sought after experiences and content types on the internet.
Inspire your audience and the will thank you for it. More importantly, they’ll come back for more. Inspiration also has the potential to go viral, given that you get the content right.
For instance, look at this ad. The intent behind this is to connect with audience members by inspiring them.
The simplest way to create inspiring content for your brand is with a quick quote. You could pick a really good quote and place it on a nice background with a quote-cover tool like Quotes Cover.
The secret to succeeding on social media is value. Does your page add value to its followers? Have you given them a real reason to choose your page among other options? If you have, you’re on the right track for social media success.
Image credit: pixabay.com
Author bio: Disha Dinesh is a social media and content marketing enthusiast who writes for Godot Media, a leading content creation firm.