One of the biggest problems business owners face when posting content is the lack of engagement their posts get. This may sound like a surprise but yes, even marketers face this issue sometimes. Let me first start out by defining engagement and why it’s important.
Social media engagement is the amount of likes shares or comments your posts get on social media. The concept is simple but in reality, engagement is more than just a one-way form of communication where you post and expect the crowd to go wild (UGH I KNOW RIGHT). Social media engagement has become increasingly important over the years as the rules for SEO have changed. Now, engagement rates have an indirect impact on your SEO which drives more exposure to your brand or business and more exposure equals more leads.
But how do you create content that is engaging and getting your brand exposure? Many people go for the quantity over quality rule of thumb for social media and sorry to break it to you but that’s just not how! When posting engaging content you have to be apart of or creating a conversation that your audience already wants to be a part of. If you don’t know your audience then you absolutely need to. Start by measuring your posts you already have out Facebook and Instagram have great analytics tools, and if you’re just getting started then start with your desired audience.
So once you know your audience or desired audience the next step is to figure out what your sweet spot is all about. The sweet spot is the content that you’re going to be posting. CoSchedule made a really amazing illustration of this with their chart below:
So you can see why identifying your audience is so important. What do they need most? What are their likes, dislikes, fears, and most importantly how can you help them with all of it?
The best way to do this is to brainstorm how your brand or company helps people, what are the most popular questions you get from customers, and what problem you’re currently solving or can be solving.
Once you find out what your sweet spot is the next thing to do is to find out what form of medium you want the post in. The best kind of posts are the following; landing pages leading to an offer, a video, or a blog post discussing the audience’s fear or problem and how to solve it. Next is actually creating the content and sharing it on all channels. So when those funny memes or inspirational quotes just isn’t cutting it, always go back to your sweet spot for the best possible content to get all the likes and shares and EXPOSURE your business needs.