Today, social networks have become an essential point to showcase your products and services. Social networks allow you to create essential communication with customers and open a new way to develop creative content for the specific taste of each consumer. In fact, Social Media can help you grow your company in an inbound way. It helps you increase your conversions and highly elevate the traffic of your website.
One of the biggest challenges marketers face now is the lack of engagement in their social media channels. It’s not all about in the count of followers, but in the number of likes or comments you receive from a post. Engagement is a high emotional connection between you and your customers. Your main goal is to create a personal communication and inspire them to become promoters of your brand.
Engaged customers or promoters can benefit you more than you can imagine, they can help:
Now you know engagement is important for your Social Media strategy but, how do you get to increase it in your Social Channels?
We present you the Ultimate Guide on how to generate Social Media engagement and develop an emotional empathy with your customers.
First of all, you need to understand that developing emotional engagement with your customers takes time, and you have to be patient. This will not happen from one day to another.
Customers are real people and engaging with them is the same thing as building relationships. People do not propose marriage to someone they just met on the same day. They must get to know the person first to know their preferences, favorite food, favorite football team, etc. You have to start building a relationship with your customers, knowing what they like and what you can offer them develop an engagement with them.
Generating an emotional interaction with your customers will help you succeed along with all your marketing efforts. To get highly engaged customers towards your brand, you need to follow these 11 steps:
1. Understand Your Buyer Personas
You need to know who you are talking to and know what their needs are so you may proceed with creating the direct content for them. Once you know the audience you are referring to, you can tailor your posts, the tone of your messages and where you’ll find new audiences. First, you need to ask yourself:
What is their main problem?
Why is your customer on social media?
Where does your customer get informed?
Who does your customer follow on social media?
How are the problems they face every day?
Take in count their necessities, what inspires them, what keeps them motivated and what are their main goals. You have to think about how they think, and this will help you understand how to deliver messages specifically accorded to them. Once you are able to hear their thoughts and identify their issues, you will help them solve their problems better than your competition.
2. Set Social Media Goals Based In Your Audience
By the time that you already know your audience, you must consider the value that you will be creating for all your future media posts. Keep in mind that there should always be a reason why are you creating a post.
Remember that social media was made to create an emotional connection with your customers. As we mentioned before, Social Media was made for building relationships with your audience and other brands, and not for direct selling. So this is why your main goals should be promoting and building your community.
To maintain an organic engagement, you must follow the 20/80 rule, 80% of your posts should be regarding community building and 20% should be regarding your direct product. This way it will help you not to push your customers to purchase a specific product (or service) and will make them feel connected with the brand.
3. Provide Value To Your Customers
If your customers want information, generate value content by providing them with tips, hacks or any other fun fact that will keep them interested in your content. Tell them something that they don’t know. Give them advice and you will know they’ve appreciated it by thanking you on your social channels. Offer additional value too, reward the engagement if you give value, they will be more likely to engage again.
4. Always Respond To Your Audience
Get to know your customers better! It’s a must to always answer them. Respond to their comments and inquiries, be honest, be transparent, and be personal. You must respond to them in less than 24 hours. Otherwise, that would be rude, imagine ignoring someone in person for a long period of time. If it takes you days to respond to your customers, they will feel ignored and will start losing trust in your brand and ideals.
Keep in mind that 60% of American customers say they'll consider switching companies following two to three instances of poor service, according to American Express. Always listen to their feedback and connect with them, this will help you grow as a company. Let your customers know that you pay attention to their advice and show them that you are taking in count their opinions by posting content specially made for them.
5. Make a Human Communication
People want to talk to people, not brands. Having real one-to-one conversations with your customers will avoid the same boring captions will never be captivating anyone, and will create a deep connection between the brand-customer relationship.
Be contextual, let your customers know that you are a person and that your brand has an opinion. Never forget to be funny, humor makes the brand seem more real and more in touch. This is the opportunity to define your tone and give the perfect message for your customers. And remember, always use emojis, they will make it simpler and human.
6. Conduct Social Media Polls.
Can’t decide on which color you may choose for your new product release? Asking your customers for a piece of advice will make them feel part of your brand. Also, this will help you respond to your inquiry by selecting the best color that will better suit your customer’s necessities.
Make them know that you consider their opinions and show them you care, this will also increase your customer loyalty. 81% of emotionally connected consumers will not only promote the brand among their family and friends, but they’ll also spend more.
7. Use Hashtags In The Proper Way
The use of hashtags is very important on every social platform. Hashtags help your ideal customers to find you in an easier way. Otherwise, if you want to know what your audience is chatting about in real life, you can find them through hashtags. The use of hashtags may vary depending on your industry, but it is a very useful resource when evaluating or analyzing trending topics.
On Facebook, Instagram and LinkedIn, hashtags serve as search topics to find easily any content your customer is interested in. The correct usage of hashtags helps you gain more followers and can help you create giftings involving the usage of a specific hashtag regarding your promotion. Remember, hashtags indicate and summarize what your message is about, so choose them wisely and use them properly.
8. Add a Call to Action
CTA or call to action is a text or button that will carry your customer to do a specific action. In some cases, it may involve clicking a link to redirect you to a specific landing page. Always keep the message short, simple and clear as possible so that the audience understands where that CTA will take them. CTAs are the best way to capture new leads to your website and increase the chances to convert.
9. Be Consistent With Your Postings
It’s important for brands to remain consistent on social media. When you are not consistent with your brand, your audience can get confused or lose the trust of considering you the best in your industry. Not only being consistent in one social channel, but in all of them.
Social media is your online business card since it is the first place people will look out for you. It’s even more important to be consistent through all of your posts on the different social media channel. Having a brand story will show them what you have to offer without having the necessity to sell them anything.
10. Respect the Visual Formats
Always keep in mind that you have to respect the specific visual formats for every single platform. Every social channel has its own formats for every post. Visuals are the first thing that comes into your mind. If you want to create an impact on your customers, you may want to adapt your images into the correct format for every platform you will be using. To know which sizes are required per each format, please see the below guide according to Hubspot:
Banner image: 1584 x 396 | maximum 4 MB
Profile image: 400 x 400 | maximum 10 MB
Cover image: 1536 x 768
Shared image: 350 pixels wide
Shared link preview: 180 x 110
Company logo image: 300 x 300 | maximum 4 MB
Cover image: 820 x 312 (minimum 400 x 150)
Profile image: ≥ 180 x 180
Shared post image: 1200 x 630
Shared link preview image: 1200 x 628
Event image: 1920 x 1080
Header image: 1500 x 500 | maximum 5 MB
Profile image: 400 x 400 | maximum 2 MB
In-stream image: 440 x 220
Profile image: 110 x 110
Image thumbnail: 161 x 161
Shared photos: 1080 x 1080
Shared videos: 1080 pixels wide
Instagram Stories: 1080 x 1920 (minimum 600 x 1067) | maximum 4 GB
11. Create Social Media Groups.
Consider creating a Facebook or LinkedIn group, what a better way to really engage with your followers, than moderating and participating in their groups. They are great places to expand the reach of your message and increase social media engagement.
Creating a group will help you understand better your customer’s necessity and helping them how to solve them by generating a conversation. But, before you start creating groups, we advise you to take some time to observe what other groups are posting about and what kind of dialogue they are managing. If done right, group participation will increase the exposure of your brand and generate new organic followers.
Following these steps will help you create an emotional bond with your customers. Being a customer-centric brand will help you bring more prospects to your website and content, and will generate organic ambassadors that will amplify your reach with word of mouth. The way people have been using social media has changed over the past few years and it’s necessary to always be ahead and know how to communicate to the right audience.
Keep in mind to humanize your social channels and that people only want to interact with people, not brands. In the end, our main goal is to build relationships and what a better way to start it with our social media channels.
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