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Why engagement matters more than size

We all want to grow our social following to an impressive number. It looks good when potential customers look at your online presence and boosts your business. Or does it?

Your Facebook page could have 100,000 followers. Looks great, right? But if only 5 of them comment or like your posts, that following is actually pretty empty.

When it comes to promoting your business online, a small, engaged audience means so much more than vast numbers who don’t act. 64% of marketers said that increasing audience engagement was crucial for their social media marketing strategy. So where do we begin?

What does an engaged audience look like?

Lots of comments on social posts, shares, likes on the photos you post and clicks through to your website. From replies to customer surveys to entering competitions! You name it – if your loyal audience enjoy your content, they’ll be getting involved.

Each time a follower shares or comments on one of your posts, your page will appear on their friends’ newsfeed. Your most engaged followers are also your brand ambassadors, subtly helping spread your business message across the web.

A fantastic example of a brand with a highly engaged audience is Pret a Manger.

In the grand scheme of things, the sandwich shop’s social numbers are not mind-blowing, but they’ve certainly hit the balance just right when it comes to receiving engagement. With vivid, clear images and videos in every post, all comments are replied to and they take on customer feedback.

TOP TIP: Their unique approach is placing their CEO often on the front lines and replying to enquiries. This encourages users to reach out and chat.

How do I get an engaged audience?

You need to be engaging. Chat with your followers, post exciting content regularly, with plenty of calls to action. “What do you think about this?” starts off a conversation with your audience, whether that is on a news article you posted on Twitter, or at the bottom of a blog post.

Building up an online persona, full of fresh, interesting content means you’ll attract the right sort of readers. Take a step back. Would you follow your own company on Facebook? If it’s a no, think about why. Switch up your posts, and you’ll see your engagement rates start to rise.

Catch people’s attention with strong titles and varied content. Find things you’d want to comment on! Visual content is always a winner, so be sure to use images with each post.

TOP TIP: Posts with images receive 150% more shares than those without, so aim to add a picture to each post.

A great brand example for visual posts is GoPro. Lots of the content comes from their customers, as the camera manufacturer encourages users to send in photos. This effective strategy shows off the product in action and encourages other users to send in their images.

Try out a variety of content and move forward with those that receive the best response.

When it comes to Twitter, remember to use hashtags, to ensure your tweet appears where users search that hashtag.

TOP TIP: Research shows that there is a 21% rise in engagement for tweets with 1-2 hashtags, so remember to use them!

The key thing to remember is that if you can get 20 loyal followers who are frequently engaged and all click through to your website, that really does mean more than 2,000 silent followers.

This is just the beginning when it comes to managing your social media. If you need help with your social accounts, or if you have any questions, feel free to contact the team at McArthur Davies on 01172140471.

(Stats courtesy of Hub.Spot and Invesp)

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If you’d like to find out how we can help you with your marketing please get in touch. We would love to help.

Give us a call on

0117 214 0471

Visit us at

Simitive Innovation Centre,
Leadworks,
Anchor Square,
Bristol,
BS1 5DB

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