THIS WEEK ON THE MORNING MARK:
Shortcut to Engagement
Engagement with our target audience is what so many of us are looking for on social media. An engaged audience is, well, engaged with your brand. Often this means they are either close to purchasing or already purchasing your product.
But how do you get to this point? It can take months of trial and error to get any meaningful engagement going on any given social media channel.
Let’s take a shortcut instead.
STEP ONE
Identify your target audience.
If you haven’t already, create a profile of your ideal customer. Be specific. Try to include:
- Gender
- Age
- Income
- Location
- Occupation
- Hobbies
- And other defining characteristics.
STEP TWO
Find where your target audience is spending time online.
What other brands have similar targets? This can take a little detective work on your part but find at least three other social pages where your audience could logically be found.
STEP THREE
Observe how other brands are eliciting engagement.
What are hot topics besides their brand’s individual products? Where are they getting likes, comments and shares?
For example, it may be when they speak of:
- Family
- Working out
- Coffee
- Gourmet Food
- Saving time
- Growing a business
- Travel
Make yourself a list.
STEP FOUR
Try incorporating the topics into your channel.
To be clear, we never suggest copying anyone else. We suggest taking these topics and giving them your own imprint.
For example, let’s say you own a workout studio, and you found a similar audience on a local coffee shop’s page. There, they were talking about all the wonderful flavors of coffee, grinding your own beans, etc.
On your workout site, you could talk with them about the health benefits of coffee, where to go locally to hang out, and more specific topics like the advantages and disadvantages of drinking caffeine before or after a workout.
Takeaway
With a little sleuthing and a little time spent thinking about related topics, you can boost your engagement much quicker than traditional ways. Engagement will turn into leads and leads into conversions. Even then, you are not done – as you can continue to engage new customers to develop them into fans. The need for engagement never ends.
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