Sure, some of your website visitors will hit the like button at first. But give it a day or two, and they’ll move on (potentially to your customers).
That’s because companies are constantly competing for your audience’s attention. Eyeballs are a scarce resource, and if you’re not the most innovative, captivating, and intelligent that you can be, your brand will fall flat.
If you’re a marketer, you’ve probably heard plenty about what you should do. Post regularly. Share compelling content. Use memes. The list of best practices goes on.
1. Automation dominationIf there’s one thing that savvy marketers love, it’s automation. Schedule your posts days ahead of time before they’re due. Cross-promote status updates across platforms. Monitor social media collaboratively with HootSuite. It’s a dream come true, right?
Yeah, probably. Until automation becomes your worst nightmare.
If you talk like a robot, your customers won’t take you seriously. You need a real, live human being behind your brand.
2. Acting like an awkward junior high kid
Social media is all about building a community where followers can engage with your content, learn about your products and services, and get to know you as a brand. Consider this your chance to develop a real voice that connects you on an emotional level with your audience. Push the limits. Be hilarious. Share the memes that are circulating through your office.
Consumers want to laugh. To celebrate key milestones in their lives. To share inspiring content with their friends and family.
Posting content on a regular basis is important, but social media is so much more.
It’s a two-way conversation.
By merely posting a photo to Facebook, you’re really not encouraging any level of engagement with your followers. Sure, a fan might like the photo; but as a company, you’re not entertaining any conversation beyond that.
It’s kind of like the days of junior high when you really wanted to ask your crush out on a date. Saying hi and batting eyelashes just isn’t enough. You need to move the conversation along to “seal the deal.”
Take your social strategy a step further to hook your audience emotionally. For life.
Have you noticed Facebook contests popping up recently? Or what about Instagram contests? Tactics such as these keep content fresh, and simultaneously encourage your followers to become even more deeply involved with your brand. Giveaways, contest, and inspiring users to create their own slogan or name for a product for example, are all great ways for marketers to avoid static content. By employing these strategies, your fans are actually take part in your brand, rather than passively being fed the content.
Instead of posting only static content, a brand needs to incorporate methods into its social media strategy that prompts engagement from followers. Post more than just static content. Here are some additional ideas to consider:
- Hold a giveaway for one of your products
- Invite users to come up with a new slogan via Twitter
This is how you get people interacting with your brand. So make it fun.
Another good example of a company who avoids static content is Underwater Audio. Their Facebook page has over 38,000 followers, and they are a multi-million dollar company from PPC, SEO, and social media efforts.
3. A strategy without analytics
It’s important to look at your analytics as you start to incorporate these tactics. How has the quality of interaction changed? Of course “Likes” and “Followers” are important to seeing your brand reach, but these numbers will not tell you the quality of engagement. Many fans will like a brand page, but then forget about it.
Don’t fall into the trap of not knowing how to use your analytics. Analytics are the lifeblood of social media.
Have you noticed certain trends about your audience? What types of content do they like most? What gets the most RT’s? What Instagram photos are the most popular?
Be an active participant with your analytics to see what posts are more viral or have higher engagement than others.
And most importantly, respond. Post more content that your audience loves. Analytics are the closest thing to reading your customers’ minds.