Social networks are the communication channel between brands and users, potential customers, or already loyal customers. Engagement is the way in which these users communicate what they think.
Content marketing is, in my opinion, the center of online marketing strategies that can be carried out on digital platforms and in this way reach our buyer.
The content is developed for each stage of the buyer’s journey and is developed in a way that leads people to purchase and loyalty.
During the adaptation of the content to the potential client and their behavior on digital platforms, there is a factor that determines this process and indicates how close the users are to the exposed content, this is:
The engagement is the way in which users transmit their connection with the brand on social networks. It is made up of comments, likes, mentions, DM messages, share on Facebook and repost on Instagram.
This metric helps us to know how connected our users are with our content and thus develop publications tailored to our target audience.
Then I leave you these 4 tips that you will surely take full advantage of to obtain better engagement.
Tip Number 01: Listen, predict and publish.
It is important in any strategy to verify the current situation of the brand and its market. That is why you must listen to what users say on social networks.
Users leave written or clicked evidence (retweets, I like you) of how much they like the content you always publish and the more adjusted to what people are looking for, the more important it will be for them to leave a sample that is what they wanted .
Check how the users have behaved in the past and in your competition (benchmarking) with respect to some content and determine what possibly works for you too.
If your account already has a number of users then go to the statistics of the network you want to evaluate and check how impressions, reach and interactions behave based on the content you publish.
One tool you can use to evaluate this is metrico. Here you can see, according to the number of publications, how followers and engagement change.
This will help you make strategic decisions based on the content posted.
The action of evaluating the behavior of the content must be done on each publishing platform you use.
Once the form of user interaction is determined then PREDICT what you expect them to give them. Start developing content in various formats depending on what the listening process left you with.
Again, you will have the task of evaluating whether this content suits your buyer persona and verifying the statistics of this.
Finally, you must PUBLISH with all the information that the previous process has generated, being sure that it will work for you.
Despite performing this process, you should always seek to innovate so this is cyclical and repetitive. The main advantage is knowing the public which will help you in paid campaigns, increasing their effectiveness and ROI.
Tip Number 02: Motivate the audience
The motivation of your audience is what determines your leadership over it.
To motivate your audience, you must know very well the customer segment you have and generate content according to what they are looking for, the same process that you have done when Listening, Predicting and Publishing.
What is the difference or the aggregate in this case, the VALUE. You must add value to what you do for your users.
The user must feel that they are getting something by visiting your profile or entering your blog. Do not generate content to attract sales, generate content that gives value to what people will do with it.
Find the symbolic value of what your product or service offers to potential customers and develop content based on that.
The symbolic value is something like this:
Sports or tennis shoes: be fashionable, play sports, feel good, be comfortable.
Cinema: leaving home, sharing with family and friends, entertainment, social alternatives
Marketing Services: increase sales, profitability of your business, reach the target audience, profits.
In this way, develop the content that adds that symbolic value so that people correspond with what you do.
Tip Number 03: The content format determines engagement
The format largely determines engagement. The brain has been found to process 80% of what it sees and 20% of what it reads, so images and videos are the main form of content that users will connect with.
You should always see what works for you and what doesn’t so that you work based on that.
Tip Number 04: Short videos increase engagement
We know that video marketing is the trend that is going like a rocket.
So using the short video is not only a plausible strategy to captivate your audience with the amount of content you can show, but it also ensures its efficiency because it is something that is in trend.
You can use short videos that show:
Humor: in this one be careful not to be too frequent because people can distort the vision of your objective.
Whatever motive you want to use is a good one, as long as it fits what your community is looking for.
Videos generate better engagement over writing because it is consumed in less time, enhances more senses (auditory and visual) and that captivates people, since the brain adapts to what it sees believing that it actually happens, generating emotions that connect better with the brand.
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