Even if you’re fortunate enough to have a dedicated team committed to your social media marketing, it can be easy to fall into the same old online routine. To give your online content a boost, try following these six tips that will engage your audience and revitalize your brand.
1) Make your content mobile-friendly
According to a recent study by We Are Social, 79% of social media accounts worldwide are accessed using a smartphone or tablet. Optimizing your content for mobile will ensure that it reaches your intended audiences—and, as of April 21, it will have a more pronounced effect on your Google ranking, too.
2) Review more frequently
Scheduling time to evaluate your posts will help you to market more effectively. Use your analytics to determine when your audience is online and which posts are capturing their attention. Don’t assume that including a photo or video will automatically heighten engagement. Dig a little deeper to look for commonalities between your most popular posts. People might prefer your more humorous side, for example—or they might be looking for insights into a niche market. Once you have a better sense of what engaging content looks like, you’ll be able to craft more exciting material for your audiences.
3) Check in on your competitors
Even if you have content creation down to a science, that doesn’t mean that your competitors can’t teach you a thing or two. There are plenty of tools online to help you get a clearer picture of the people who engage with similar companies online. Facebook, for example, will allow you to search the groups and interests of people who like a particular brand. Twitter’s search function makes it easy to track conversations that use specific handles and hashtags. And if you go to a competitor’s website, you’ll often find a blog with “share” buttons that show how many times visitors have posted their content. Take this information and use it to get a sense of who your potential customers are, and how you can engage them in conversation.
4) Incorporate some live-streaming
Live-streaming video of a special event is a great way to create a sense of occasion. Some businesses have used it to produce their own shows where they share news and information with their viewers. The option has been available through YouTube for years, but with the introduction of Meerkat and Periscope in recent months, live broadcasts are very much in the spotlight.
5) Be more real-time with your marketing messages
We’ve all heard the saying that people want to be talked to, not talked at. The same is true on social media. Engaging with consumers in real time helps to develop more personal connections with consumers and build loyalty. Once in a while, it also gives you the opportunity to put your business in the spotlight, like Oreo did during the 2013 Super Bowl.
6) Collect and build relationships with your influencers
Influencers are the people who garner huge numbers of followers on social media. They might be celebrities, industry leaders or consumers whose posts have caught hold of the public eye. Because influencers have a massive reach online, they can be wonderful allies for a company—but it takes time to develop these kinds of relationships. Build up to asking for support by following an influencer’s content, sharing it and offering insights of your own when you post. If you can develop a rapport from there, you’ll have a much better chance of collaborating in the future and reaching wider audiences together.
Social media campaigns require research and careful planning to be effective—however, small changes can make a huge amount of difference. Setting aside a little bit of time each week to take the pulse of your online community will ultimately help you to create more engaging content, build more meaningful relationships and strengthen your marketing efforts.