Two Easy Steps to Increase User Engagement in Small Businesses
Posting on social media is great, but even better is creating conversation.
For years, companies around the world have harnessed the power of social media to grow their business. But many fall short when it comes to the true intentions of content marketing.
When you post something that is meant to appeal to your ideal users, don’t walk away. Those notifications that let you know how the post is performing are the important part.
Participation refers to any time that you and the users who follow your company profiles interact. That interaction can not only generate high-quality leads, but it will also generate more followers who are genuinely interested in what you have to offer.
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How can you optimize your content for user engagement??
Optimizing your content marketing to improve user engagement isn’t easy. Many people limit their activities to a blog post and then hope for the best.
Many small business content marketing strategies involve Googling a topic and rewriting one or more pieces in a new voice. Video content is guilty of this, as many videos are borrowed or copied directly from a previously successful video.
In any case, a user has already seen that content, so why would they act on yours when it is the same?
Here are some more effective ways to create specific content for user engagement:
Step 1: create something new
Your first step for your content is to accept that you will have to take some risks.
That risk relates to the way you present your content, what you have to say, and how your brand brings something new to the topic.
This chart shows how this task is viewed as the most difficult for businesses when trying to improve their online presence. While it is focused on B2B, anyone working in B2C needs to pay attention.
This initial step is crucial because it forces you to do more than dismiss your marketing as a chore to put aside.
Many companies leave their content marketing strategy entirely in the hands of an agency, which will not be effective. An agency or consultant is an expert on how to distribute content, but not an expert on your business, so you will have to work with them.
This means holding meetings where they can get your opinion on what you do and why any user would want to buy from you or be your customer.
A strong content marketing strategy for small businesses involves an ongoing collaborative process.
Working together is the best route to creating great content.
Excellent content means combining your skill set with that of the person or people you are working with to ensure that it is seen by the most eyes and is structured to benefit your overall online presence.
Step two: commit, adapt, and refine
The second step is to observe the reaction.
Look for spikes in Likes, Shares, or New Followers and look at the topic in which users have expressed the most interest. This can show you a lot about the value your users see you bring.
If you post blog posts or videos regularly and see 5-10 likes and no comments, and then post something that gets twice that or gets users to comment, you know how to explore that topic in future pieces of content.
If / when you see comments, then you absolutely must respond.
The worst thing a brand can do is leave the commitment empty. Not only will the user who took the time to comment be put off, but it will also show everyone else who sees that comment without a response that your company isn’t really paying attention.
Additionally, many users see social media as a great way to get a business’s attention when they have a problem. So when they see that they can’t even reach you on Twitter or Facebook, they will naturally question your support in general and will likely look for another provider that engages their users.
Look at the phenomenal traction Facebook groups have for people who are interested in a particular topic.
Your niche may not be large, but if you capture an audience within it, their engagement will benefit your business by showing users your expertise, your willingness to engage with them (and potential customers), and your commitment to those who you love. they buy or become customers. .
To make it easier, it’s best to have an internal set of pre-defined responses ready for anyone monitoring the accounts to refer to. Chatbots are a new product that automates this process through Facebook Messenger and they exist for a reason. Many business owners cannot juggle their responsibilities and learn and monitor their accounts.
For social media, your best option is to hire a professional and work with them. You can compose a set of answers to frequently asked questions and when in doubt they will email you so you can answer at your leisure. This again speaks to the cooperative nature of having a professional help you with your social media.