Every business needs a Social Media presence nowadays. Having a good presence doesn’t mean being popular. Every business should create meaningful connections with current customers and future customers. Having a good Social Media engagement rate will increase the ROI both online and offline and also boost your brand.
What is Social Media Engagement?
Measurements of Likes, Comments and Shares is Social Media Engagement.
Having large numbers of followers on Social Media doesn’t mean that you have an active audience. The Ultimate goal of having a good social media presence is to have an engaging audience, that shares, likes and comments on your posts, videos, etc.
Engagement and activity are a must for building a strong online brand presence and developing meaningful connections with customers.
Metrics to measure Social Media Engagement Rate:
- Likes
- Comments
- Saves
- Shares or Re-tweets
- Mentions
- Using Branded Hashtags
- Click Through
Whenever someone interacts with your accounts, it increases the Social Media Engagement Rates.
How to Increase Social Media Engagement Rates?
Steps, to plan a Social Media Campaign which helps you grow Engagement.
- Finding the Right Distribution Channel: Finding the right channel as early as possible is essential for growth. Knowing where your customers hang out online is essential to understanding the content they like and consume. Whether you are a D2C brand or B2B, finding the right channel will help you to talk to your potential customers. For example, LinkedIn is best for B2B marketers, Reddit is best for community building, and Instagram is best for D2C, and B2C brands.
- Analyse your engagement: If you have already found the right Distribution Channel, now is the time to look deeply at analytics. Finding patterns in the engagements, and best practices to engage is decisive. How many numbers of followers are increasing sales or increasing leads? Which types of content result in more likes, shares, and saves? How many visitors visit increased Followers Count. Engagement timing is very decisive in deciding when to post. Be consistent with analysing engagement.
- Select your strategy: There is no one-fit solution for planning a campaign. What works for major brands, never going to work for you. Don’t try to copy the marketing playbook of big brands. Every business goal, product or service is different, and brand marketing strategy will be different too. Hub-spot’s Social media strategy would be different from Nyka’s. Engagement meanings also would be different from each other. Hubspot would try to lure with the impact of its software products on other different types of business, and Nyka would try to sell new product lines with the youth-oriented campaign. Analysing, what works and suits your business, Goals to be followed: a) Creating new customer leads. b)Running product and service feedback. c) Educating your audiences with tips & advice. d) Creating the public perception of your brand.
- Knowing your Audience: It’s tough to communicate when you know nothing about your audience. Creating a customer persona is essential, who is your audience, what language do they communicate, and which contents suit them best? B2B company audience would be different from B2C Company, for example, Hubspot CRM potential users would be CXO, Content Marketer, and Small Business Owners. So, Hubspot would communicate with their audience with a professional tone, with resources to boost the business or how their products serve the small business in the best way. Knowing your Audiences would also help you to determine: a) Which Social Media Platforms work for you. b) Brand Voice. c) Type of Content. d) When to publish.
- Creating and Sharing Valuable Content: Have you ever been inspired by the Content of Any business you recall? You need to create “conversation”, not just “broadcast”. Hubspot posts, on how to organize and scale the business with their Products, Nyka shares content about beauty tips or the right use of cosmetics products, and the right information about each of the products they sell. You don’t need to preach about your services or products, educate your audience, about why their life would be different if they used your products or services. Create a format for Content, don’t create redundancy, tweak and change over time. Some of the Content ideas: a) Asking questions b) Running Contests. c) Running Giveaway. d) Polls & Survey. e) Quizzes. f) Customer Stories. g) Custom filters or stickers on Instagram.
- Stay in the spotlight: On any given day you don’t know about what to share or what to talk with your audience. Just follow the trends, Zomato campaigns or Prime Videos’ Binod Memes. Tie your brands with trends and events, by commenting and sharing references of your business.
- Keep your Conversation Flowing: Engaging from time to time, or mentioning audience what they are talking about. Jumping on proactive audience conversation would help you in engaging more.
- Show your Human Sides: People like the human side of the story. Show the audience how their products are made and delivered. Show the people behind awesome content. Show them how happy place to work at your business. Show your rituals, and create room for your audience. This would help you to create brand loyalty.
- Automate your Replies: There are tools out there to automate and engage with your audiences, whether they are on WhatsApp or Instagram. Welcome them with no response time. Gather frequently asked questions and value their queries, it shows how much you are eager to serve them the best customer experience.
Social Media Engagement Tools to use:
Photo Editing:
Use Canva, whether you are solo or you have a team. Canva serves all your needs. Repurpose your graphics to use on different platforms easily.
Video Editing:
Research suggests that video contents get the most shares at 1200 %. Invideo.io is the best online video editor for creating long Videos or to create bite-sized ads or to create reels. It comes with pre-made templates to create easily and publish. It has the feature to repurpose content for different platforms. The best feature we use is text to video, if you have a blog post, create a video from it. Just pasting the Points and sharing the link of the blog, automatically fetches all the media.
GIFS:
Graphy is the best tool to find and create new gifs. Adding playfulness to your conversation would increase engagement.
Analytics:
Brandwatch provides the best analysis of the engagement of your platform. Also, Databox would help you to create beautiful dashboards for your Analytics.
Importance of Social Media Engagement?
Having large numbers of followers on Social Media is useless unless the audience engages with you. Likes, Comments, Shares & Saves, shows good engagement and brand following. In the viral age, word of mouth is still the most important phenomenon in growth. Customers tend to get support from Social Media channels, and having best practices to engage with all types of customers would boost Brand Loyalty.
Reviews and Engagement would work as Social Proof to the inward flow of customers and lower the cost of acquisition. So, nowadays, it is a must to have great Social Media Engagement.
What is a Good Social Engagement Rate?
Experts suggest that 1% to 5% is considered a good Social Media Engagement Rate.
