If you read this blog on a regular basis you know how often I preach about the importance of social media marketing.
If you want to get eyeballs on your content you need to be sharing it everywhere, not just on the major social networks. I even wrote a post about other places you might not know about that you can share your content.
One aspect of social media I haven’t touched on as much is engagement. Sharing your content everywhere is great, but you need to also focus on engagement to really see results.
One of the main reasons businesses give up on social media is because they don’t see any results even after posting on a regular basis. The reason for that is lack of engagement.
What Does Low Engagement Mean?
Signs of low engagement:
- Tweets are never retweeted
- Facebook posts are never shared or liked
- Nobody ever leaves comments
If you want people to share the content you post and have those people share to more people than engagement is key.
What I want to share with you today are the reasons you might have low social media engagement and what to do about it.
Know Where Your Audience Is
Think about what platforms you’re using. Is it Facebook or Twitter? LinkedIn perhaps? Is it all of the above? What made you decide on those platforms?
Chances are you’re posting where you’re posting because “everybody is doing it.” That’s a flawed approach. The first thing you need to do is figure out where your audience is.
If you’re a B2C business like a clothing retailer then it makes no sense to be posting on LinkedIn. You should be focusing your time on sharing to Instagram, Snapchat and Pinterest.
If you’re a B2B business then LinkedIn and Facebook is where you need to be.
To get the best engagement on your posts when you post is almost as important as what you post. You need to think about when your audience is most likely to see your post. The timing is different on all the social networks.
There is some pretty good data on when the best time to post is but I encourage you to experiment for yourself.
***Read my post from last week showing the best times to post for each platform***
I’ve probably said this a 1,000 times on this blog and I’m sure i’ll say it 1,000 more — content is king!
You need to post not only good content but the right content for each platform. You will get vastly more engagement if you understand what the audience on each platform responds to.
According to research from Hubspot, tweets with hashtags are 33% more likely to be retweeted. Tweets with images are 34% more likely to be retweeted. Each platform has it’s own quirks for what works and what doesn’t.
You also need to pay attention to formatting. If you’re posting to Instagram you need to make sure your images are the proper size and look professional. You don’t want part of the image to be cut off or look funnt. The same goes for all social platforms. Create images that are optimized for each.
Engage To Get Engagement
This should probably be at the top of this post. You have to give to get. If you want people to engage with your content on social media then you need engage with their content.
Social media is “social” for a reason. You should become part of the community on each platform and engage with other users. Comment, like and share other other people’s content. If someone likes your post respond by thanking them. If someone asks a question be sure to answer it promptly.
Copy Your Competitors
One of the best ways to figure out how you should be doing your social media marketing is to copy the people in your industry that are successful at it.
What to look for:
- What kind of content are they posting
- How are they formatting their posts
- What time are they posting
- What social networks are they using
- How do they engage with other people
To be blunt: What are they doing that you’re not?
Believe it or not there is a real science to social media marketing. If it was easy everybody would be doing it. Actually, let me rephrase: If it was easy everybody would be successful at it.
Everybody is doing it but most people fail at it.
Here are some previous posts related to this subject you might also find useful:
- 4 Easy Steps To Get More Followers On Instagram
- The Best Times To Post On Social Media
- 5 Tips To Get More Engagement On Pinterest
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