It’s no secret that the best social media accounts are the ones with the highest engagement.
These are the accounts where their posts are bubbling with comments and likes and where people like to share these posts with friends and colleagues. Social media accounts with high engagement have the potential to reach a huge audience of potential customers with the ultimate goal to create return on investment.
At Vonto, we understand that small businesses have to maximise every tool at their disposal to get their name out there, while still keeping the accountant happy. We’ve got a few tips we’d like to share with you to help increase your social media engagement. We’ll have you hashtagging with confidence in no time.
1. Focus your content to engage customers not groupies
Now this might sound a bit harsh - of course any good customer should also be a cheerleader for your brand - but your posts should be focused on achieving results, not increasing the followers on your page.
There is no point having many followers on Facebook if no-one is interested in buying from you. Make sure that the content that you put out on social media is focused on your target demographic and how your product or service solves their problem.
That’s not to say that you can’t have the odd meme or post other valuable content targeted at your audience, but if you stray too far from the focus of your business then you can waste precious time and energy with users that are unlikely to garner results for your brand.
One small company that has a great social media presence is StageKings. They have already impressed us by successfully pivoting their business from stage building to making work from home furniture this year.
By keeping your product and target audience in mind you can be sure that the time and effort you spend on building your social media presence is relevant and in line with your overall business goals.
2. A consistent posting schedule is key to staying relevant
It can be easy to get carried away with firing off multiple posts everyday, but your content will quickly dry up and stale profiles might turn people off your brand.
If you want to get an engaged following on social media who will build your brand and promote your products then you’ll need a consistent posting schedule to ensure you’re staying front of mind with your target audience.
As a small brand you don’t have to post everyday - it’s about making sure that every post counts, is relevant and contributes to achieving your business goals. However, taking the time to make a quick content calendar can take a lot of the heavy lifting out of running your social media accounts.
It can be as simple or as intricate as you like and by using the in-built analytics tools on FB or IG you can see the best time to be posting your content. We have covered more Instagram hacks here.
Aussie start-up Freelancer.com have worked hard to create a consistent look across their Instagram feed. They show off the different products commissioned through their site and add on a clean looking price tag to help drive results.
Keep it consistent with both your content and a posting schedule to avoid scrabbling around for last minute posts.
3. Use paid advertising to increase your reach
It can be difficult for a small business to drum up purely organic engagement on Facebook or Instagram. Increasingly it’s becoming more and more about having ‘pay to play’ in the social media world to ensure you're reaching the right audiences for your business.
This means that unless you have thousands of followers, you're unlikely to make a big splash without putting up some cash.
A modest budget can go a long way when creating advertisements through Facebook Ad Manager and can be more effective than simply boosting an existing post, as you can maximise the full breadth of Facebook’s advertising technology to achieve results. They can be seen across FB and IG by new audience groups and there are many different objectives and targeting options to make sure your ad is seen by the people most likely to take action.
There are a number of different strategies that can be used with paid ads and best practices can vary greatly between industries. For example, an e-commerce store can greatly benefit from a campaign retargeting existing customers with a follow-up ad based on the pages on the website they were looking at to drive purchases, whereas a coffee shop might benefit from a highly localised campaign focusing on reach to build awareness.
For a small company like Koala Mattresses, paid advertisements massively extend their reach on social media. By using the right targeting and eye catching creatives highlighting their product’s benefits, they can drive new customers to their site.
Whatever your business is, you can benefit from having an engaged online following. Especially now that people expect the brands they use to have a presence online.
Don’t be shy! Use the tactics in this article to take your social game to the next level. By focusing your content, staying consistent and using a little bit of paid media, your engaged audience will grow and interact with you online.
Vonto’s free business tool can fully integrate with both Facebook and Instagram. The app will serve you daily insights on all things social, for example, how effective your paid media strategy is or what channel is driving the most business. Try it today to get a new understanding of your social media data and make better business decisions as a result.