With personal social media accounts, it’s easy to be active on your page and engage with others. All you have to do is…well, whatever you feel like. When it comes to posting content for your business, social media can be a bit trickier. From a marketing standpoint, unlike personal accounts, it doesn’t matter how many followers your company has. Instead, your number one goal is connection. Here’s how you can effectively use social media platforms to engage with your target audience.

Post Interactive Content
One of the best ways to get people talking is to give them something to talk about. While photos with captions are okay, they don’t always incite conversation. Try generating content that asks a direct question, or offers something desirable.

• Surveys and polls don’t just increase your page’s engagement. These posts also give you a better idea of your target audience’s preferences, needs, and opinions.
• Giveaways are huge attention magnets. Making a post asking people to comment and share for a chance to win is an easy way to up the use of branded hashtags, and overall engagement.
• Live Q & A videos make your business’s page more personable, while providing the information people want, and learning the level of your target audience’s knowledge pertaining to your field. These questions can also give you ideas for future content!
• Branded GIFs are fun, quirky, and easy for others to respond to, while promoting your brand. 

Respond
When followers comment on your posts, it’s important that you answer them, preferably the same day. Social media users will often comment questions and opinions. If you neglect these comments, your engagement will decrease, and your target audience is less likely to view your content as meaningful.

If a follower asks a question, sometimes it can be helpful if you send them a link to an article or video that will help them understand.

Helpful Content
Social media posts that are useful to your current and potential clients will prevent your page from becoming too “buy, buy, buy” oriented. Most people go on platforms like Instagram, Facebook, and Twitter, to unwind. They don’t want to be bombarded with ads. Posts that aim to teach and assist are still relevant to your business, and won’t irritate your followers when they pop up in their feeds. For example:

• “How-to” posts.
• “How do you know…” posts that tell your audience how to tell if they require any of your products or services.
• Safety tips.
• Maintenance tips.
• “What you should know about…” posts can be about countless topics, depending on what your business is. They can explain processes, why certain things have changed, why clients should consider specific options, and pros and cons of different things relating to your page.

Interact With Other Brands
According to a survey conducted by The Manifest, 74% of users follow brands on social media, and 94% of those users respond to posts. By mentioning and engaging with brands that are popular with your target audience, you not only establish a rapport with followers, but it can also help you further develop your social media strategy.

By getting more deeply involved in the world of social media, you form a meaningful line of communication with your followers. When they comment with feedback, questions, preferences, and concerns, your engagement goes up and so does your knowledge of your potential and current customers.

Look Alive!
Going live gives your viewers a chance to communicate with you directly in real-time, which helps form more meaningful relationships with your current and potential client base.

• According to 2020 research by Tech Jury, the online live streaming industry grew by 99% between April 2019 and April 2020.
• The GWI Consumer Trends Report from 2019 reveals that 26% of viewers who tune into live streams do so for the exclusive content.
• Millennials and Gen Z make up the majority of live stream viewers. Statistics show that 63% of viewers are Millennials, and 34% are Gen Z.

Be Authentic
No one wants to connect with or relate to a bland, faceless corporation. Letting some of your personality shine through your posts makes you and your company approachable, and most importantly, likeable.

• “A Day in the Life” Live video streams.
• Interview members of your staff.
• Share holiday photos.
• Show off your pets. Who doesn’t love cute animals?
• Participate in community events and go live.
• The occasional goofy post will let clients know that you have a sense of humor.
• Give a tour of your office, facilities, or completed projects.
• Sneak peeks of new things that are coming up, such as products, high-tech equipment, new staff members, deals, location changes, and awards.
• Go “behind the scenes” of products being made, different processes, or services.
• Share inspirational quotes.
• Post glowing testimonials.

The whole point of social media is socialization. Using platforms to benefit your business by connecting with current and potential customers is a key element to your success…and it can be fun! Get creative and get connected.