Nearly every business today has a Facebook page, a Twitter profile and a website. The challenge comes, however, when you want to engage the audience and keep them coming back to eventually convert as a client. Our team has compiled a simple concept step-by-step on how to engage your online community with your brand.
1. Focus on your core audience
Who represents your community? Ensure to define exactly who is your buyer persona by not only examining the demographics, but also focusing on their behavior, interests, passion and needs.
Research the key trends, keywords and what your existing and prospective customers and competitors are talking about. These insights will help you define your content framework that would attract the viewers' eye.
3. Define your strategy
Do you want to take a more informal approach in your communication? Do you want to be seen through fun content? How are you going to position yourself in the market? Which channels will you use? Ensure to have a solid plan in place on what exactly you want to achieve and what road you want to choose.
4. Plan the activities
Make a schedule for your post updates and campaigns; define content, context and the frequency for your communication. Every message has a target - so ensure that your communication is specifically targeting the buyer persona who you want to reach. Remember: a solid plan makes for the 50% of success.
5. Develop content
Make it interactive and diverse. You can use questions, weekly tips, polls, surveys, photos, testimonials, videos, comics, memes, infographics and many more... Make sure to personalize your content as much as possible towards the specific target customer (it makes 70% difference for your conversion). For example, if your target audience is women in the USA who are interested in health products, you might want to consider using Pinterest.
6. Drive campaigns
Community is often interested to participate in lotteries, photo contests, and sweepstakes for a good prize. Think of what you can offer to them, and in return - collect the leads!
Getting back to happy fans is great, but it's even better to show the same value to those with the negative feedback from your community. Be polite and understand the issues and concerns the community has. Make sure to respond in a timely manner, as the majority expects a response within just the first hours.
8. Analyse and monitor
Track and analyze your performance to see what works, what needs to be adjusted and what activities are failing to engage your community. As an example, Facebook provides you with data of your reach, engagement and number of posts. You can also see the most active post, time and audience. Metrics to follow:
- brand messages
- community interactions
- engagement rate
- most visited pages
9. Constantly improve
If morning updates do not work for your business, try afternoons or evenings, and then analyze the difference in metrics. There are plenty of research data on the best time to post on Facebook, Twitter and LinkedIn, but they might just not work as good for your business as they do for the sample data. If you have already got your activities going on social, try running a Simply Measured instant free analysis to determine the best time you should be driving communication on your online channels.
See the full presentation on how you can improve your online customer engagement via SlideShare: