Does your marketing push or pull? The answer could determine how willing consumers are to engage with your brand.
Too often companies broadcast on social media without stopping to think about what people actually want from them. Frequently posting sales-y content or overtly “pushing” products or services can result in audiences choosing to disconnect.
The best content on social media – the content that “pulls” people in – offers useful information, entertainment and a feeling of community. Providing consumers with these things will increase loyalty and draw people to a company when they’re considering making a purchase.
Brands need to give consumers valuable content if they want to earn their attention. Here are some examples of how to draw audiences in – and how to potentially push them away.
The Empowered Consumer
In a highly competitive, connected world, brands need to work hard to meet consumers’ needs. Consumers value their time; they want to be able to access enriching content when and where they want, as opposed to when and where the brand wants. That means optimizing content so that it matches an audience’s device preferences, browsing habits and time spent online.
To engage consumers and pull them towards a brand, content needs to be helpful, meaningful, enjoyable – or better yet, all three. When it is, companies build audiences, foster relationships, and even create advocates in their online communities.
Three Tips for Positioning Pull Content
1 – Understand what your audience values and give it to them
Review your stats to see which posts had the highest engagement. Are people responding at certain times of day? Are they sharing and making comments? This is the kind of information that will help you to plan effective content. Look to similar brands for marketing ideas, as well.
2 – Make your content accessible across all channels
As a rule, you don’t want to post the same message to all of your social media feeds. However, you do want to ensure that people on Facebook can access your great new video just as easily as people on Twitter, and that mobile visitors are given the same experience as desktop visitors. Check the requirements for each platform to ensure that your content is reaching your intended audiences.
3 – Make it easy for your audience to share your content
Once consumers have your posts in front of them, they should have the option to distribute them across all the major platforms. If they can do so quickly, they’ll be more likely to tell their friends and followers about your brand.
Pull consumers in by thinking carefully about how they engage with your content. If it’s easy to access and share, and it adds value to their lives, you’ll ultimately be more likely to draw people to your business.