As brand owners or managers, we want to stay connected to our audience – all week round. What we don’t want, though, is to overload a potential lead’s Facebook feed with spammy, buy-buy-buy messages. It doesn’t take a rocket scientist to know that no one likes a spammer.
So, how do you stay connected with your audience without irritating them right out of liking you at all?
Five simple steps to maintaining audience engagement on social channels
1. Be consistent
Share something interesting on a regular, predictable basis. Make sure it’s both relevant and appealing to your audience.
2. Be REAL
Be a human being in your content. You don’t need to tell the world you just took your dog to the parlour, obviously. But you also don’t need to be a corporate automaton in your communications.
3. Diversify your content
There’s no need to share a three page research report every time you post to social media. People process information in a wide variety of ways, and the internet allows you to speak to each of them in the way best suited to their personal learning style. So make sure the content you share includes images, quotations, infographics, video, short posts, authoritative articles, technical whitepapers and ebooks.
4. Get the balance right
If every communication you share on your social feeds is sharing nothing but your products, reminding people to buy-buy-buy, it won’t be long before you lose your audience’s interest – and eventually their attention and likes, as well. Ideally, calls to buy your products and services shouldn’t be shared more often than once every twenty posts. While this is a rough guide, it is a good starting point – one that can be refined in the next step.
5. Test and measure
As with any marketing campaign, it’s vital to test your hypotheses, measure the results, and make the necessary adjustments to optimise your success rate.
What techniques do you use to keep your audience coming back for more? Share them in the comments below. If you need an engaged audience, waiting eagerly for every post you share, contact aXent today.