How does social media marketing increase customer engagement?

Most of the world and their dogs are on social media every day. For a number of years, it’s likely been a part of the marketing plan of most businesses.

But does that mean it’s being used to its full capability?

For most businesses, they’ll share a few updates a month and that will be that. Box ticked.

There’s a lot more to social media marketing for businesses – and you could be missing out on winning a much more engaged customer base that are ready to buy again, sell on your behalf and help you achieve the next stage of growth you’re yearning for.

Here’s why you should be using social media for customer engagement, and how to do it.

Author: Liz Clarke

Where are your customers?

They’re in plain sight.

Social media attracts all manner of people, and you can guarantee that your existing customers and potential new customers are using at least one social media platform.

Before you start posting willy nilly, make sure you assess who your audience are, and where they might be.

For example, if you’re marketing to those in the 60+ age bracket, TikTok might not be the place to invest your time and money.

Once you’ve found your audience, you can start building a social media content strategy that talks to them, not at them, and helps engage them, building a positive image of your brand online.

Nurture those who have bought before, and those who haven’t

At any one time, only a small fraction of your audience is going to be ready to buy, with wallets out or cash in palm. Social media marketing is a valuable method of giving your audience regular nudges to remind them you’re there when you need them.

If you’ve got an audience that contains many existing buyers, you can showcase your brand, your people and help retain the emotional attachment they already have to your brand.

For the majority of your audience that are yet to buy from you, it’s important to carefully calibrate your messaging so that, over time, they’ll have seen content that shows your personality, your product’s functionality and gives them enough reason to become a customer.

Show them your story

Building your brand via social media is only possible with regular, varied content that appeals to all corners of your ideal market.

But it provides an opportunity. Gone are the days of faceless brands just defined by a name and plenty of grey suits sat around big tables. Brands across the world are talking directly to their customers and sharing the heart and soul behind their businesses.

Some simple examples of engaging content your customers will love are:

  • Introducing the team
  • Taking part in social media trends
  • Updates around your business (new staff, celebrations)
  • Fun examples of how your product/service works

Story is becoming more important than ever in building a brand. Fortunately, it’s easier than ever to get that story heard too. And your customers want to hear it.

Educate, inform, entertain

Generally, we use social media to be informed or entertained. Think late night TikTok scrolling or lunchbreak LinkedIn lurking. As a business, this means social media content you post can catch your audience when they’re at their most relaxed.

It’s for this reason that many businesses get social media marketing wrong.

This isn’t about selling, instead it’s about building a positive image associated with your brand. Customers are more likely to engage with content that has made them feel something, other than repulsed by yet another sales message.

Show your personality, your knowledge and have a bit of fun along the way. Then, when your customers need you again, they’ll have even more incentive to come back.

Engaged customers is just the beginning

We’ve helped oversee organic and paid growth of social media channels for our clients that deliver happier customers, engaged audiences and more sales.

If you’re not sure where to start with social media marketing, or just want to chat to an expert, we’re happy to help. Contact us to find out how we can help.

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