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What is Brand Advocacy and How to Build It?

What is Brand Advocacy and How to Build It?

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Read time: 3 min

 

September 19, 2023

Summary:

Customer trust is now more fleeting than ever. Since we live in a hyper-saturated market where companies are contractually obliged to put profit before the customer, they have every reason to be distrustful. To combat this trend, brand advocacy has emerged as a crucial survival strategy for businesses. 

So, what is brand advocacy, and how do you get those treasured advocates who will promote your brand for free? Well, let’s start with foundations: You must have a product or a service that people will love. 

Only then can brand advocacy, the modern-day word-of-mouth mechanism, skyrocket your brand’s growth and reputation. In this blog, we’ll dissect what brand advocacy is, identify your brand advocates, lay down actionable steps to build a robust brand advocacy strategy, and offer methodologies to measure its impact effectively. So, let’s dive in.

What is Brand Advocacy?

When they think about brand advocacy, the majority of people understand it as a simple endorsement or a positive review. However, it has grown to become much more over the years. Essentially, it’s an amplified form of customer satisfaction that translates into vocal support and active promotion

Back when marketing was still in its infancy, a simple act of buying something was just that – a purchase. Today, it’s an experience.

So, an important question is  – how does a customer become an advocate? Simply put, when you provide more value than what they’ve bargained for.

When customers or employees become brand advocates, they’re not just making a purchase or passively consuming your content. They’re taking their positive experience and using it as a social currency that can be shared with their own network of followers.

These advocates become your brand’s “evangelists.” Treat them right, and you will have an army vocally supporting your products or services, writing detailed reviews, creating user-generated content, and often defending your brand against detractors. 

Their actions offer a level of marketing that money often can’t buy, and it extends from online forums and social media platforms to real-world interactions.

Why is Brand Advocacy Crucial for Business Growth?

The importance of brand advocacy in today’s digital landscape can’t be overstated. For businesses, it serves as a multiplier effect in their marketing arsenal. When someone becomes an advocate for your brand, they do the work of what would traditionally require a broad-reaching advertising campaign, but with the added benefit of personal trust and credibility.

Statistics show that 88% of people trust recommendations from friends and family over any other form of advertising. 88% is a wide margin that cannot be ignored. This organic promotion often results in higher conversion rates and increased brand loyalty. 

Furthermore, brand advocacy has a compounding effect on customer lifetime value (CLV.) It reduces the overall cost of customer acquisition, making it an essential component of a sustainable, long-term business strategy.

Here’s a short list of major aspects of your business that building a strong brand advocacy strategy can help you with:

  • Boost in Sales Through Credible Sources: Brand advocates are your most credible promoters. Their genuine reviews and testimonials are sure to be trusted more than traditional advertisements.
  • High Customer Retention Rates: Your advocates’ fierce loyalty contributes to lower churn rates and a consistent customer base.
  • Enhanced Brand Image: Advocacy generates organic conversations around your brand, thus enhancing its image and positioning it favorably in the minds of prospective customers.
  • Streamlined Customer Acquisition: Through their networks, brand advocates can significantly shorten the customer acquisition process and save you time and money on elaborate marketing campaigns.

Who are Brand Advocates?

While it may be tempting to label any regular customer as a brand advocate, the reality is far more nuanced. A brand advocate is not simply a consumer who makes frequent purchases;, they are individuals who are deeply connected to your brand and invested in its success. 

They often go above and beyond what a typical customer might do. For example, they may post unsolicited raving reviews on multiple platforms, share your content widely on social media, or even create their content centered around your products or services. 

The best thing about genuine brand advocacy is that their enthusiasm isn’t transactional. It’s rooted in a genuine appreciation for what your brand represents. They may have stories about how your brand positively impacted their life, and they’re eager to share these narratives – both online and in-person.

In any case, they become voluntary ambassadors for your brand who are willing to engage in actions that increase your brand’s visibility, credibility, and desirability.

Characteristics of a Brand Advocate

So, what makes an ideal brand advocate? Here’s a short list:

  • Highly Engaged: Brand advocates actively participate in your community, whether by leaving frequent reviews, commenting on your blog, or sharing your posts.
  • Influential in Their Social Circles: They have a wide-reaching social network where their recommendations carry significant weight, thereby creating a ripple effect.
  • Positive Sentiment: They consistently express positive sentiment about your brand, offering organic testimonials and creating a positive brand association.

Places to Find Them

All that is nice and splendid, but what if you can’t find any brand advocates? Here are some places where you can look for them:

  • Social Media Channels: Look at the people who are not just following you, but actively engaging with your posts.
  • Review Sites: Customers who leave glowing reviews are likely brand advocate candidates. Contacting them (or even rewarding them) could be a good idea
  • Customer Surveys: Surveys like High Net Promoter Scores (NPS) can indicate potential brand advocates and help you discover them.

How to Build Brand Advocacy

Developing a brand advocacy strategy necessitates a multi-faceted approach focused on customer experience and engagement. Here’s how you can cultivate a thriving community of brand advocates.

Initiating the Brand Advocacy Programs

  • Loyalty Programs with Gamification: Utilize gamification elements in loyalty programs to boost engagement and encourage positive behavior.
  • User-Generated Content Campaigns: Encourage customers to share their own experiences or creations with your product on social media. And you can multiply the effect by offering incentives for the best post.
  • Educational Webinars and Workshops: Hosting educational events can add value to the customer experience, thereby nudging them towards advocacy.

Leveraging Technology for Advocacy

Once you find your “hunting grounds”, you’ll need some technological support to help you keep track of everything. Use it properly, and it will only amplify your trends. Here are 2 high-impact ways to build up your advocacy programs:

Automated Email Campaigns

Use advanced machine learning algorithms to send personalized emails at the optimal time to maximize engagement. Unlike generic email blasts, these campaigns send highly personalized emails to each recipient.

Machine learning algorithms analyze a ton of data points, from buying history to browsing behavior, to craft messages that resonate with individual preferences and needs.

Moreover, these algorithms can determine the most opportune time to send these emails, thereby increasing the likelihood of them being opened and read.

And the final result? Better personalization and increased customer affinity. All the necessary prerequisites for creating a brand advocate.

Chatbots for Real-Time Engagement 

Implement AI-powered chatbots on your website and social media to engage visitors 24/7, answering queries and soliciting feedback.

For instance, they can solicit real-time feedback, ask users to rate their experience, or even encourage them to share a review or social media post about their positive encounters with your brand. 

By capturing the user’s sentiment at the peak of their positive experience, chatbots can significantly contribute to the creation of brand advocates.

How to Measure Brand Advocacy

To ascertain whether your brand advocacy programs are yielding the desired outcomes, you’ll need to deploy a range of analytical tools and key performance indicators (KPIs). Here are some of them:

Metrics to Monitor

  • Net Promoter Score (NPS): Gauge the likelihood of your customers recommending your product or service. They will help you identify pain points, point out passive customers so you can engage them more, and reward the most active ones.
  • Customer Lifetime Value (CLV): Calculate the total worth of a customer over the entire span of their relationship with your brand. If it’s low, improve your customer retention strategy, add upsells and cross-sells, and implement loyalty programs.
  • Social Mentions and Share of Voice: Use analytics tools to measure how frequently your brand is mentioned across social platforms compared to competitors. Employing listening tools, engaging with influencers, and regularly updating your content will be your strongest forte.

Tools for Effective Measurement

We told you which metrics to keep an eye on, it’s only proper to give you the proper tools for measuring. Here are some of them:

  • Google Analytics: Google’s most valuable tool is used for tracking web-based engagement and conversion metrics, but it can be an important tool for identifying advocates.
  • Customer Relationship Management (CRM) Software: Tools like Salesforce can be customized to track advocacy-related metrics.

Social Listening Tools: Platforms like Mention and BuzzSumo can provide real-time insights into brand mentions and engagement levels.

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Conclusion

Brand advocacy used to be an auxiliary part of a business. But in modern times, it’s a necessity. And we’re aware it looks like a lot of effort, but in the long run, it will all be worth it. It’s an intricate and complicated route, but if you want to play in the big leagues, it’s part of the game.

If you want to build a brand that is destined to have a strong advocate network, Assist-o has the tools and know-how to help you achieve your ambition!

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Why Content Personalization Is the Future You Can’t Ignore

Why Content Personalization Is the Future You Can’t Ignore

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Read time: 2 min

 

September 13, 2023

Summary:

The age of mass marketing is long gone now. We’ve entered the era of tailored experiences, where each click, each view, and each purchase is a piece of a larger, individualized puzzle. If you’re still treating your audience as an amorphous blob instead of nuanced individuals, you’re on the road to irrelevance. This article is for action-takers ready to dive deep into the work and discover new heights with content personalization. Learn the strategies, the types, and the undeniable benefits. Implement what you learn here, and you will transform from a mere marketer into a maestro of personalized experiences.

So, What is Content Personalization Actually?

One of the most fundamental psychological impulses in a human being is to be acknowledged, recognized, and treated as an individual. And let’s be brutally honest here: the entire marketing field is built around exploiting this impulse. 

Don’t get us wrong, this exploitation doesn’t always have to be malignant. Most of the time, marketing comes down to ensuring that the product or service gets to the people who actually need it. 

But the fact remains: it’s all about building a connection between a business and an individual. And the more you can make that connection feel personal and unique, the more successful your business will be.

And that’s why personalized content is no longer just ‘nice-to-have.’ How things stand in the current market, turning it into a cornerstone of your digital marketing efforts is imperative.

But before we can explain why it is important, let’s first define what it is. In a nutshell, content personalization is the art and science of curating experiences tailored to the individual, not the masses

It’s about presenting the right content to the right audience at the right time, using a cocktail of data analytics, customer segmentation, and a bit of creative flair.

Benefits of Personalization in Marketing

Personalization is to marketing what spices are to a recipe: transformative. Such content is a surefire way to increase consumer engagement, boost conversion rates, and build brand loyalty

To make it simple: in the 21st century, consumers don’t just like personalized experiences, they expect them. And when executed seamlessly, content personalization can turn a brand into an experience and a customer into an advocate.

Types of Personalized Content

Since one-size-fits-all has become a cardinal sin in marketing, examining all the different options available to you will help you determine the best way forward. 

Behavioral-Based Personalization

Behavioral-based personalization is about predictive suggestion. Analyzing past behavior—whether that’s viewed products, read articles, or social interactions—helps marketers anticipate future behavior

This type of personalization uses data about the content that user has seen in the past, to determine what kind of content they will want to consume in the future.

Implementation Strategy

To rock this strategy, use tools that track user behavior, like heatmaps and click-through rate (CTR) analytics. Then, segment users based on observed behavior patterns. 

Say you’re a fitness gear retailer. You have a group frequently viewing running shoes but not buying. You could push highly-targeted content—like a blog post about the “Top 5 Running Shoes for Marathon Runners in 2023″—to prompt them to convert.

Contextual Personalization

Contextual personalization transcends the content itself and dives into environmental factors such as real-time location, weather, or even the type of device being used. It’s the marketing equivalent of striking when the iron is hot.

Implementation Strategy

To do this right, you’ll need real-time analytics and data tools. If you’re an online retailer, consider geo-targeting to show localized offers or promotions. 

For example, if someone in Seattle is looking at your product range during a rainy season, dynamically showing them your waterproof merchandise is a masterstroke.

Collaborative Personalization

This is the Amazon approach. Remember when you last got a suggestion saying, “Customers who bought this also bought…”? That’s collaborative personalization. 

They’re using data and algorithms to make educated guesses based on other users’ behavior.

See how it differs from a behavioral-based style? Collaborative personalization includes others, while behavioral is limited to just one user, and this collaborative experience is what nudges the potential client into becoming a buyer.

Implementation Strategy

Deploy machine learning algorithms to identify trends and user clusters. The goal is to create a feedback loop where user behavior continuously refines the personalization algorithm. 

Over time, this approach will not only result in higher conversions but will also create a more intuitive user interface that customers will want to keep returning to.

How to Build a Personalized Content Strategy

Now that you know about different types of personalization, you’re ready for actionable strategies that deliver. Here are some of the most prevalent strategies out there:

Demographic Personalization

Demographic personalization is the practice of customizing content based on fundamental audience characteristics such as age, gender, location, and profession. 

This method segments audiences into broad categories, allowing you to deliver more relevant messages and experiences.

Tactical Approach

Demographics (age, location, profession) used to be fundamental statistical data. Nowadays, they’re definite keys to human behavior. 

These are your bread-and-butter tactics, your first line of strategic offense in personalized content marketing that you will use regularly.

Steps to Implement

Start by collecting basic demographic data. Then, create content buckets aligned with different demographic segments. 

Suppose you’re a SaaS company targeting both startups and established enterprises. In that case, the pain points for each will differ drastically, and so will the content you serve them.

Persona-Based Personalization

Persona-based personalization is the technique of creating and targeting content to fictional yet data-driven profiles that represent segments of your audience. 

These personas outline various attributes of your customer avatar, including behavioral patterns, motivations, and pain points. The more developed your client persona is, the more nuanced and targeted your messaging will become.

Tactical Approach

Think of personas as your consumer archetypes, finely detailed sketches that embody specific consumer demographics, psychographics, and behaviors. It doesn’t differ much from creating a character for a novel, with the buyer as protagonist, and their journey as the main storyline.

Steps to Implement

Construct detailed buyer personas through customer interviews, surveys, and analysis of existing data. Then, tailor your content precisely for these personas. 

Are they tech-savvy executives? Serve them in-depth whitepapers and industry trend analyses. 

Are they budget-conscious parents? Show them back-to-school sales and budgeting tips.

Buyer-Journey Personalization

Buyer-journey personalization is the strategic customization of content based on a specific stage of the buyer’s journey

From awareness to consideration to decision, this approach ensures that each piece of content serves to guide the consumer closer to conversion.

Tactical Approach

The buyer’s journey isn’t linear. It’s more of a maze that folds into itself many times before the holy grail of marketing (the purchase) is reached. And you will have to become someone who guides the user’s guide, from awareness to conversion. 

Tailoring your content to specific stages of this journey is more than just leading users down your sales funnel. What actually happens is – you’re giving your customers a reason to stay engaged and keep coming back.

Steps to Implement

Identify your buyer’s journey stages—awareness, consideration, and decision. Then, deploy drip campaigns, retargeting strategies, and educational content tailored to each step. 

That’s the nutshell: the content that evolves as the user progresses through the buying cycle.

Individual-Specific Personalization

Individual-specific personalization refers to the hyper-targeting of content based on granular, real-time data and behavioral analytics specific to an individual user. 

This approach wouldn’t be possible without advanced AI and machine learning algorithms. When utilized properly, this approach can tailor experiences for broad groups and individual consumers, and optimize your content for the highest engagement and conversion.

Tactical Approach

If you can tailor your content down to the level of the individual, your marketing efforts will get their crown jewel. Because ultimately, that’s the goal of marketing: to produce content that resonates with customer’s individual needs, hopes, and dreams.

But to get to this level, you will have to rely on deep analytics and machine learning algorithms to deliver content specifically tailored to that one user. It’s hard, but with the right technology, the holy grail is closer than ever.

Steps to Implement

This strategy requires robust analytics software capable of tracking behavior across multiple touchpoints. Once you have that, here’s what to do next.

Start with creating a 360-degree customer profile by collecting data from all online and offline interactions with your brand. Then, use AI algorithms to interpret this data and predict future behavior

Do this, and you’ll be able to deliver hyper-targeted content based on this predictive modeling.

Examples of Content Personalization

Having said all of the above, it’s only proper to provide tangible examples of companies that have successfully implemented the strategies mentioned earlier. Using these companies as inspiration could do wonders for you.

Spotify

Spotify blends algorithmic and human curation to give you a holistic journey personalized down to the last beat. Daily playlists, suggested genres, and even mood-based selections—all tailored to your historical and real-time listening behavior.

Netflix

Netflix’s recommendation engine doesn’t just sort out your preferred genres. It observes your viewing pace, the time you watch, and even the devices you use, all to trick you into another weekend of binging.

Amazon

Amazon grew out of the confines of a mere online retailer decades ago. Today, buying from Amazon is a pure, personalized shopping experience. From the products you view to the deals you see, everything is personalized, and everything uses complex algorithms fueled by vast amounts of behavioral and transactional data.



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Conclusion

Truth be told, you can’t afford to ignore content personalization any longer. At some point in time, it might have seemed like a fad, but slowly and surely, it became the future. 

Brands like Spotify, Netflix, and Amazon are already miles ahead because they’ve harnessed the power of individualization to build their empires. The question isn’t whether you should adopt content personalization; it’s whether you can afford not to.

With the knowledge, the strategies, and the examples this blog gave you, you have no reason to wait any longer. Take the reins of your brand’s future and use content personalization to make it unforgettable.

And if you’re still not quite sure how to effectively execute these strategies, contact us, and we’ll help you personalize your content down to the individual level!

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The Power of Online Reputation: Building Trust in the Digital Age

The Power of Online Reputation: Building Trust in the Digital Age

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Read time: 3 min

 

September 13, 2023

Summary:

In the 21st century, a company’s reputation is its most valuable asset. In a time when a single tweet can trigger a market trend or a negative review can cost millions in lost sales, knowing how to build, manage, and optimize your reputation is a matter of survival. So, here’s how to do it.

What is Online Reputation?

Put in one sentence, online reputation is a collective perception of a brand or individual formed through various digital interactions and content found on the internet. It is shaped by many factors, including customer reviews, social media presence, press coverage, and the brand’s communication with the audience. 

More than just a digital image, an online reputation serves as a virtual handshake that influences trust, credibility, and, ultimately, success in the business world. 

But the rabbit hole doesn’t stop there. Your online reputation consists of a mix of owned, paid, earned, and shared media. All of these different types of media work in unison to create a cohesive narrative that either attracts or repels potential customers. 

Today, information is instant and widespread. And because of that, online reputation must become a pivotal asset. But to get there, you will need careful management, strategic planning, and authentic engagement.

It’s A Complex Landscape

This entire discourse is not simple and cannot be reduced to good or bad reviews. It’s a multifaceted concept comprising different types of media:

Paid Media – Advertising

Paid media attempts to answer one fundamental question: How does strategic investment in ad spaces influence public perception? 

Essentially, it’s about selecting the right platforms, targeting the precise audience, and crafting messages that resonate. 

It’s about using the budget wisely to enhance visibility and drive engagement, all in order to shape the perception through controlled yet authentic communication.

Owned Media – Digital Domains

How do your website, your social media page, and other digital “properties” reflect your brand’s core values? Asking these questions will give you a solid starting point from which you can begin optimizing your content.

Owned media is your controlled space. That’s where you can customize your messaging to mirror your brand’s values. 

The worst mistake you can make is to perceive these platforms as a means to sell. They are about telling your brand’s story, engaging with the audience on a personal level, and building a community that identifies with what you stand for.

Earned Media – Press Coverage

Those influential blog posts on other websites or rave reviews – how to win them? Earned media is recognition from third-party entities that highlight the credibility and relevance of your brand.

It cannot be bought. Press coverage is earned through innovation, quality, and relationships. 

This media requires a strategic approach to public relations, networking, and building alliances, and it can serve as a powerful endorsement for your brand.

Shared Media – Online Conversations

What are the forums saying? What do the review sites reflect? Shared media keeps track of this and tries to influence interaction and engagement. 

It’s where your brand can show its human side, respond to praises and criticisms, and foster relationships that go beyond transactions. 

In essence, shared media is a dialogue, a continuous conversation that requires attentiveness, empathy, and timely response – all to show a brand that cares, listens, and evolves.

Benefits of Online Reputation

The Trust Economy

In today’s interconnected society, trust has become the global currency. A positive online reputation increases credibility – not only among consumers but within the industry as well.

This trust extends beyond individual transactions; it builds loyalty, encourages repeat business, and can turn customers into advocates and competitors into partners.

Impact on the Bottom Line

Online reputation directly affects sales. Looking at it as a collection of numbers is undoubtedly the wrong approach. The key lies in understanding consumer behavior and market trends, as well as knowing how to position your brand accordingly.

A well-regarded online reputation relies on a brand’s ability to create a message that resonates with the target audience. Only then will the trust you’re building online start translating into tangible sales.

Strategic Advantages

Competitive edge, partnership opportunities, talent attraction – the rewards of a well-managed online reputation are manifold, and it pays its dividends further down in time.

And here’s how your own reputation can make a positive impact on the entire industry: a strong online reputation can set new (and better) standards that create barriers to entry for competitors. If you succeed, you will be positioning your brand as an industry leader, rather than a follower.

Tips to Improve Online Reputation

In the modern approach to online reputation, precision, and purpose must be met with creativity and connection. It’s a dynamic field that requires constant adaptation, deep understanding, and the ability to translate insights into actions that resonate with the audience and reflect the essence of the brand. So, here are four tips to help you build a well-founded online reputation.

Data-Driven Decisions

Utilize analytics to understand public perception. Turn information into strategy. In the era of Big Data, every click, like, share, and comment can be analyzed to glean insights.

But don’t get into the trap of eternally collecting data without learning how to interpret it correctly. 

What are the trends? What does the audience respond to? Which campaigns succeeded, and why? 

Data-driven decisions mean making choices based on facts, not guesses, and turning them into targeted, efficient, and effective strategies.

Engage with Purpose

Speak in forums, write back on review sites, and ensure that your voice is not an echo but a meaningful dialogue. And always prioritize quality over quantity.

Engaging with purpose means understanding the context, providing insights, offering support, or even admitting mistakes when necessary.

That’s how you build genuine and lasting connections, and that’s how you build a community, rather than just a customer base.

Content that Resonates

Content marketing is an art informed by science. It requires understanding the audience’s needs, preferences, and pain points – and crafting content that addresses them.

Your content should be wrapped in storytelling that reflects the brand’s identity, educates the consumer, entertains, inspires, and persuades. Content that resonates is content that gets shared, remembered, and acted upon.

Holistic Approach

Merge your paid, earned, shared, and owned media into a seamless strategy that reflects the brand’s core values. A holistic approach recognizes that each type of media is not an isolated entity but part of a larger ecosystem.

By taking this approach, you will be creating consistent and synergistic content that amplifies your voice across all platforms.

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Conclusion

In the internet of the 21st century, where boundaries are blurred, and all types of voices are amplified, your online reputation is your only guarantee of survival.

It’s a dynamic asset that requires attention, innovation, empathy, and authenticity, and as such, it influences your every interaction, decision, and perception.

To succeed in today’s world, you will need to have a resonant, authentic, and powerful voice. It’s a task for tomorrow that’s already imperative today. And the biggest mistake you can make is to let it be a mere afterthought.

If you don’t want that to happen, if you wish to build a strong reputation that translates into revenue, sales, and profit – let Assist-o be your guide!

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A Guide to Increasing Your Social Media Engagement

A Guide to Increasing Your Social Media Engagement

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Read time: 3 min

 

August 23, 2023

Summary:

In the ever-evolving digital marketing landscape, social media stands out as a pivotal platform for businesses and individuals. Yet, merely having a presence is no longer enough. Engagement has become the key determinant of success that dictates how brands communicate, grow, and ultimately thrive in this space. Dive into our comprehensive guide as we unravel the significance of social media engagement and offer actionable insights to enhance your connection with your audience.

What is Social Media Engagement?

Your social media engagement is a litmus test that reveals the depth of connection and interaction users share with your digital offerings. 

And don’t fall into the illusion that this is all about superficial interactions like likes or shares. Each comment, share, and even the more nuanced metrics like saves or story views, paints a broader picture of how impactful and resonant your content truly is. 

Engagement goes beyond mere numbers; it’s a testament to the relevance, authenticity, and value your content brings to your audience. 

In an age where digital noise is ubiquitous, high engagement signifies that you’re not just adding to the clutter, but delivering content that genuinely matters to your audience. And your effort will be rewarded with deeper connections with your audience and, ultimately, with the holy grail of digital marketing – conversions.

Reasons to Prioritize Social Media Engagement

Below are four reasons why you should keep your social media marketing at the top of your priorities:

1. Enhancing Brand Visibility 

Quality engagement ensures your content resonates with your customers’ daily lives or inner thinking, which in turn results in increased reach and recognition

Don’t forget that you can utilize various effective social media management tools that will help you further optimize and perfect your brand visibility.

2. Achieving Social Media Goals

A higher engagement rate signifies the achievement of overarching social media goals, be it heightened brand awareness, increased traffic, or sales conversions.

3. Building Stronger Relationships

By genuinely engaging with followers, businesses pave the way for fortified trust that fuels brand loyalty and other people’s willingness to advocate for your brand.

4. Gathering Valuable Insights

Engagements serve as a real-time feedback mechanism that enables brands to tap into audience preferences and fine-tune their content strategies.

How to Increase Social Media Engagement

Know Your Audience: Understand the nuances of your target audience. Tailored content that resonates with their preferences is one sure-fire way to guarantee greater engagement.

Leverage Social Media Apps: Use a spectrum of social media apps to present varied content formats, ensuring you capture the attention of diverse audience segments.

Use Social Media Management Tools: Employ tools like Hootsuite or Buffer to discern prime posting times and the most effective content formats, thereby maximizing engagement possibilities.

Engage Actively with Your Audience: Beyond posting, take the time to interact – reply to comments, share user-generated content, or even host live sessions. Such genuine interactions make followers feel valued, boosting engagement.

Monitor and Adapt: Regularly assess your engagement rates. Such insights allow for adaptive strategies, ensuring sustained high engagement.

Balance Information with Entertainment: A judicious mix of informative and entertaining content keeps your audience engaged, educated, and entertained simultaneously.

Promote User-Generated Content: Motivate followers to create brand-related content. This not only boosts engagement but enhances trust.

    Stay Abreast of Trends: Social media trends shift rapidly. Staying updated allows you to mold your strategy, ensuring it remains relevant and engaging.

    Deep-Dive into Analytics: Understanding your social media metrics paves the way for more targeted and effective content, which in turn rewards you with sky-high engagement rates.

    Clear Goal Setting: Clearly defined social media goals offer direction, aiding in crafting engagement-optimized strategies.

    Deepening Engagement through Consistency

    One often overlooked strategy is consistency. When a brand commits to a regular posting schedule, it signals reliability and predictability to its audience. The crux of this strategy is creating a routine for your followers where they anticipate and actively seek out your content. 

    However, this doesn’t mean bombarding the feed with posts like there’s no tomorrow. The mantra is quality over quantity.

    Consistent messaging, laden with value, ensures that every interaction fortifies the brand’s image in the minds of its followers. Moreover, staying authentic and true to the brand’s unique voice reinforces its identity. 

    A consistent and genuine voice stands out in a world saturated with fleeting trends. It solidifies bonds with the audience and ensures longer, more fruitful engagement.

    The Power of Collaboration

    Another avenue for boosting engagement is through collaborations. They serve as a bridge that connects brands to newer, often larger audiences, thereby amplifying their reach.

    The mechanism behind this power is this: when brands align themselves with influencers, they tap into pre-established trust and credibility. Followers of these influencers often value their endorsements, which makes them more receptive to partnered content.

    Similarly, collaborations with complementary brands can be a symbiotic relationship. Both brands gain access to each other’s audiences, which opens up an opportunity where both brands can grow.

    This strategy, however, hinges on authenticity. 

    It’s imperative that these partnerships feel organic and genuine. When collaborations are rooted in shared values and mutual respect, the resulting content resonates better and fosters deeper and more meaningful engagement.

    Such strategic alliances elevate the brand’s presence and drive both visibility and interaction to new heights.

    Engagement Boosters: Polls, Contests, and Giveaways

    Interactive initiatives such as polls, contests, and giveaways act as magnets for the audience’s attention. 

    Polls, for instance, empower followers by giving them a voice, making them feel involved in a brand’s decision-making processes or opinions. This creates a sense of community and belonging among the brand’s followers.

    Contests, on the other hand, tap into the human penchant for competition. They provide a platform for followers to showcase their creativity, knowledge, or skills, all while keeping themselves engaged with the brand.

    Giveaways, with their enticing promise of rewards, are excellent generators of buzz and excitement. The mere prospect of winning something valuable or exclusive can spur massive participation. But beyond the immediate allure, these engagement boosters also serve a deeper purpose. They facilitate a two-way dialogue between brands and their audience that bridges the often intangible digital divide. 

    By incorporating these engagement boosters, brands get a reliable way of elevating their engagement metrics and strengthening the sense of community and loyalty among their followers.

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    Conclusion

    Navigating the vast expanse of social media marketing might seem daunting, but by zeroing in on engagement, brands can effectively connect, converse, and convert. 

    By understanding its importance, recognizing its multifaceted benefits, and implementing tailored strategies, brands can ensure they’re not just seen, but also heard and valued. 

    In the dynamic realm of social media, where trends ebb and flow, genuine and consistent engagement remains the cornerstone of lasting digital success.

    And if you want to always remain at the forefront of this tidal movement, Assist-o will help you generate content that will keep you relevant and loved in the hearts of your audience.

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    How to Use Influencer Marketing in 2023

    How to Use Influencer Marketing in 2023

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    Read time: 2 min

     

    August 3, 2023

    Summary:

    In a world increasingly influenced by digital interaction, understanding the power of influencer marketing has never been more critical. By tapping into the reach and credibility of influencers, businesses can promote their products and services to a targeted and engaged audience in an authentic and effective way.

    This comprehensive guide will unravel the complexities of influencer marketing, and we will explore what it is, who influencers are, and how to craft a successful influencer marketing strategy.

    What is Influencer Marketing

    Influencer marketing is a contemporary marketing approach that focuses on leveraging individuals who have influence over potential customers. Rather than marketing directly to a large group of consumers, a brand inspires or compensates influencers to get the word out for them.

    As digital technologies evolve and reshape the landscapes of communication, the power of Influencer marketing has been increasingly acknowledged and put to use. These strategies primarily involve collaborating with social media influencers, who have the potential to shift public perceptions and behaviors through their authority, knowledge, position, or relationship with their audience.

    Who are Influencers

    An influencer is someone who has the power to affect the purchasing decisions of others. Or, in other words, any individual who has a following in a particular niche in which they actively engage is an influencer.

    Influencers can exist within any industry, and they are in a position to provide valuable and insightful perspectives to their substantial and engaged audiences. Their influence is built on trust and authenticity, which cemented them as leading voices within their chosen niches. 

    These niches can range from lifestyle and fashion to tech and gaming, with each influencer using their platform to shape and guide consumer decisions.

    Influencer Marketing Statistics

    Influencer marketing has demonstrated its power through various statistical measures. Recent studies suggest that more than 75% of brands (such as Coca-Cola, Dior, Apple, etc.) have a dedicated budget for influencer marketing. Moreover, it has been proven that a 1% increase in influencer marketing spending leads to an increase in engagement of 0.46%.

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    Source: hbr.org

    These figures display the potential return on investment that a well-executed Influencer marketing strategy can offer.

    How to Choose the Right Influencer for Your Business

    However, even with these overwhelmingly positive numbers, it’s all in vain if you don’t have the right influencer on your side. To identify who’s the best for their cause, businesses need to consider a few critical factors. 

    These include the influencer’s relevance to the brand, their reach within the target demographic, and the extent of their engagement with their audience.

    A mismatch in values can lead to ineffective campaigns and potential damage to the brand’s reputation.

    How to Develop an Influencer Marketing Strategy

    Developing an influencer marketing strategy requires a systematic and well-planned approach. First, you must establish clear objectives. Whether it’s increasing brand awareness, launching a new product, or driving conversions, your objectives should align with your overall business goals.

    Next, identify the target audience. Understanding who you want to reach will help inform which influencers you choose to work with. 

    Then, pick out the influencers who resonate with your audience. These can be based on the factors mentioned earlier, such as relevance, reach, and engagement.

    Once the influencers are identified, the next step is to formulate an Influencer Campaign. This includes deciding on the type of content, the platform, and the timing of the campaign. Here, businesses also need to define the terms of the collaboration, such as compensation and content usage rights, etc.

    Lastly, track and measure the results of your influencer marketing campaign. This will help to evaluate the effectiveness of the strategy and make necessary adjustments for future campaigns.

    Micro-Influencers and Their Impact

    As businesses, especially smaller ones, seek to gain maximum benefits from influencer marketing, the focus is shifting towards micro-influencers. These are influencers with fewer followers, typically between 1,000 and 100,000, but with a highly engaged audience within a specific niche.

    Studies suggest that micro-influencers can often deliver higher engagement rates than their counterparts with millions of followers, primarily because they maintain a more personal, authentic relationship with their audience. Brands find value in partnering with micro-influencers to reach specific and highly engaged audiences.

    Influencer Marketing Platforms

    Choosing the right platform for your influencer campaign is as essential as choosing the right influencer. Each platform comes with its own demographics, engagement rates, and content styles.

    Instagram is currently the leading platform for influencer marketing due to its high engagement rates and visual content style. It’s particularly effective for lifestyle, fashion, and food brands. 

    YouTube, on the other hand, is the go-to platform for long-form video content, ideal for product reviews and tutorials

    Other platforms like TikTok, Facebook, and Twitter each offer unique opportunities for influencer marketing, depending on the target audience and campaign objectives.

    Influencer Marketing Regulations

    As influencer marketing evolves, so does the regulatory environment surrounding it. In many regions, influencers are required to disclose any sponsored content to their followers clearly. Non-compliance can lead to penalties for both the influencer and the brand.

    To stay compliant, brands need to communicate their expectations clearly to influencers. They should also monitor the content to ensure that any sponsored posts are properly disclosed. These steps will maintain the audience’s trust and protect the brand’s reputation.

    Pros & Cons of Influencer Marketing

    Like any marketing strategy, influencer marketing comes with its own set of advantages and disadvantages. The key benefits include increased brand awareness, access to a targeted audience, and improved trust and credibility.

    However, it’s also important to consider the potential pitfalls. These can include high costs, lack of control over the content, and potential for misalignment between the brand and the influencer.

    In addition, while a well-executed Influencer content strategy can offer high returns, its success largely depends on the influencer’s authenticity and the partnership’s perceived authenticity.

    The Future of Influencer Marketing

    As we move into 2023 and beyond, influencer marketing will continue evolving. With advancements in technology, the rise of new social media platforms, and changes in consumer behavior, the opportunities for influencer marketing are expanding.

    One of the key trends we anticipate is the rise of virtual influencers. These computer-generated personas offer the benefits of human influencers without unpredictability. The brand can entirely control them and minimize the risks of controversies.

    Another trend is the growing emphasis on authenticity and transparency. Consumers are becoming increasingly savvy, and they value genuine connections with influencers. As a result, brands that prioritize authentic relationships in their influencer marketing strategies will likely see greater success.

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    Conclusion

    As the digital landscape evolves, influencer marketing remains a powerful tool for companies looking to expand their reach and influence. 

    By understanding who influencers are, how to choose the right one, and how to develop an effective strategy, businesses can leverage the power of influencers to amplify their message, connect with their target audience, and ultimately unlock new, untapped sources of growth.

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    Why Visual Identity Matters for Your Brand

    Why Visual Identity Matters for Your Brand

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    Read time: 6 min

     

    May 31, 2023

    Summary:

     

    This blog is about the critical role of visual brand identity for your business. We explain the essential elements of visual identity, discuss a step-by-step approach to creating one, and emphasize the importance of a brand style guide for consistent execution.

    In the diverse landscape, a well-designed visual brand identity is an important aspect that helps your brand stand out. It forms the visual part of your brand and communicates your brand personality, ethos, and values. A strong visual identity promotes recognition and builds trust and customer loyalty.

    Fundamental Elements of Visual Brand Identity

    Creating a unique and consistent visual brand identity requires several key elements, including: 

      •  Illustrations and graphics
      •  Animated features, icons, buttons
      •  Typographical choices
      •  Brand logo
      •  Selected color palette
      •  Chosen imagery
      •  Physical store layout
      •  Product packaging
      •  Employee uniforms
      •  Printed materials like flyers, brochures
      •  Outdoor advertising, like billboards
      •  Both digital and print advertising campaigns
      •  Social media. 

    These elements work together to create a cohesive brand identity that your target audience can easily recognize and relate to.

    Hand-drawn illustrations, for example, give your brand a personal touch and showcase its creativity. Brand photography allows you to tell your brand story through images. The color palette you choose conveys certain emotions and creates a sense of familiarity among your customers.

    Steps to Creating a Strong Visual Identity

    1. Define Your Brand Personality

    Your brand personality is the human element of your brand. It’s the combination of attributes and characteristics that make up your brand’s unique identity. So before you start designing the visual elements, take some time to think about these questions:

      • If your brand were a person, how would you describe their personality?
      • What values are at the core of your brand?
      • How does your brand interact with its customers?
      • How is your brand different from others in the marketplace?

    Your answers should guide your visual branding and ensure your brand’s personality is expressed throughout your visual communications. 

    2. Choose Your Brand Colors

     

    Color is an essential element of your visual brand identity. Different colors can evoke different feelings and emotions. Therefore, it’s important to choose a color palette that matches your brand personality and the emotions you want to evoke with your brand.

    For example, blue often represents trust and reliability, while yellow can represent joy and positivity. Think about your brand’s core values and choose colors that reflect them. Also, make sure your color palette is relatively simple and consistent so it’s easily recognizable.

    3. Logo Design

    The logo is the face of your brand. It’s often the first thing people see, and a well-designed logo can contribute significantly to a positive first impression. When designing your logo, look for its simplicity, memorability, and versatility.

    Simplicity – reflects the core of your brand and is easy to recognize. 

    Memorability – distinctive and easy to remember.

    Versatility – works well in different sizes and on various platforms and media.

    4. Choose Typography

    The typography you choose, including fonts and typographic details, communicates more than words. Different fonts convey different feelings – a professional brand might choose a clean serif font, while a creative brand might opt for a more unique, custom font.

    Again, consistency is key here – your typography should be readable on different sizes, devices, and platforms. 

    5. Develop Your Visual Style

    The style of imagery you use for your visual brand identity should reflect your brand personality and story. This can include photos, videos, illustrations, and any other visual content.

    Pay attention to your images’ tone, composition, theme, and color scheme. All of this should be consistent and fit your brand personality.

    For example, a travel brand might opt for bright, vibrant, and adventurous photos. A wellness brand, on the other hand, might prefer calm, soothing, and natural images.

    Remember that high-quality visuals are crucial, as they reflect the quality of your brand. Your images should always be high-resolution, clear, and professionally edited to ensure a consistent and appealing look.

    Brand Style Guide – Your Brand’s Visual Bible

    Maintaining a consistent visual identity is as important as creating it. A brand style guide is a valuable tool for achieving this. It is more than a simple document – it’s your brand’s visual bible. It sets the final standards for using your brand’s visual elements, such as your logo, color palette, typography, and imagery.

    But the magic of a brand style guide goes beyond setting the rules. Instead, it dictates how your brand should be presented on different platforms and media. This ensures that your brand’s identity remains intact whether it appears on your website, social media, or even in print.

    The brand style guide serves as a reference for everyone involved in creating and maintaining your brand image, including your internal team, freelancers, and external agencies. It ensures everyone is on the same page and helps avoid inconsistencies that could dilute your brand’s visual identity.

    A comprehensive style guide ensures that your brand always looks its best, no matter the platform. Here are some examples of excellent brand style guides. 

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    Where to Next?

    A compelling visual identity is an essential factor for your brand. It’s more than just a set of colors and images – it’s the visual language your brand uses to communicate with your audience. Creating and maintaining a strong visual identity can help your brand stand out, resonate with your target audience, and build a lasting relationship with them.

    However, crafting a unique and compelling visual identity is no walk in the park. It requires expertise, creativity, and a thorough understanding of your brand and its target audience. That’s where Assist-o comes in.

    At Assist-o, we take the burden off your shoulders and navigate the intricacies of brand identity for you. We don’t just design visual elements; we dive deep into your brand’s core to discover its unique personality and story. Our team of branding experts works closely with you to develop a visual brand identity that stands out and resonates with your target audience.

    From defining your brand personality to designing your logo, choosing your brand colors, and selecting the right typography, we’ve got you covered. We’ll also help you develop your visual style and ensure consistency across all platforms with a comprehensive brand style guide.



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    Digital Marketing Trends: How The Digital Age Is Changing Marketing Strategies

    Digital Marketing Trends: How The Digital Age Is Changing Marketing Strategies

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    Read time: 4 min

     

    April 25, 2023

    Summary:

    Digital marketing drives change for businesses. As it drives change, it also changes its face every day. Still, some patterns and trends have caught our eye as the landscape continues to expand.

    In this blog post, we present the top 5 digital marketing trends that will shape digital marketing in 2023. These include the use of artificial intelligence in marketing strategies, the growing importance of voice search, the increasing need for personalized content, and the unstoppable popularity of video, including in B2B:

    1. Increased use of artificial intelligence (AI)
    2. Voice search optimization
    3. Personalization is becoming even more personal
    4. Video content continues to grow
    5. The evolution of SEO

    1. Increased use of artificial intelligence (AI)

    Artificial intelligence is already integrated into nearly every aspect of digital marketing, and this trend won’t only continue in 2023 but expand dramatically. AI identifies patterns and insights that are difficult for the human eye to see, making marketing more innovative, effective, and accurate. It can also automate tasks such as social media and email marketing planning.

    In 2023, we expect to see even more sophisticated AI-powered tools that can take on more complex tasks, such as natural language processing and chatbots. The key to AI isn’t to be afraid, but to observe everything it offers and consider how it can act as an aid to your daily activities.

    2. Voice search optimization

    By 2021, 20% of internet searches were voice-based, and the percentage continues to rise. The rise of smart speakers and virtual assistants like Siri, Alexa, Cortana, and Google’s digital assistant has made voice search more popular and changed how search marketers optimize websites for specific keywords and search queries.

    As we move into 2023, marketers need to ensure that their content is optimized for voice search so that these devices can easily find it. This requires a different approach than traditional SEO methods, as voice search queries are more natural, conversational, and longer than their text-based counterparts.

    AI-trends

    3. Personalization is becoming more personal

    Consumers are demanding more personalized experiences from brands, and in 2023, this trend is likely to intensify. To meet this, marketers will need to use data to create tailored messaging and content that speaks directly to each customer, whether it’s a product, email, app, or service.

    Personalization can be achieved through various strategies, including personalized email campaigns, dynamic website content, and product recommendations based on past purchase behavior. However, the foundation for this is AI-powered deep learning and machine learning, which enables the rapid processing of large amounts of data.

    More on how to bring your ideas to life in our blog.

    4. Video content keeps growing

    This may not come as a big surprise. Video is already a prevalent format for digital content, and this trend will continue in 2023. As a result, marketers must focus on creating high-quality, engaging video content that appeals to their target audience – from product demos and explainer videos to vlogs and live streams.

    Short videos are the format that deserves special attention. TikTok’s meteoric rise in popularity and usage has made all the difference. So much so that others followed suit – Instagram (and Facebook) followed with Reels, YouTube with Shorts, and even Twitter followed with Fleets (but soon gave up).

    On TikTok, in particular, brands creating short video content have already gained the upper hand over their competitors. It’s a challenging and rewarding format for the brands that put in the effort.

    Think you could do better social-wise? Check out our guide to identify the mistakes you could be making on social media.

    5. The evolution of SEO

    SEO is constantly evolving, and in 2023 we can already see another shift towards a focus on user experience and intent. This means that marketers need to create content that answers the questions and needs of their target audience, rather than just focusing on keyword optimization.

    In other words, the days of keyword stuffing are over. With the help of AI algorithms, it’s now much easier to determine if the content was created by a human or by a content-regurgitating SEO splurting out old stuff with even more keywords and a lack of critical thinking. That’s why the essential tip to win the SEO rat race is to provide valuable answers.

    Read about or take on SEO here and here.

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    Conclusion

    The digital marketing landscape is changing dramatically in 2023, with marketers who need to keep pace with these trends to remain competitive and reach their target audiences. The increased use of AI, voice search optimization, the growing demand for personalization, the infusion of video into all areas of our media consumption, and the changing nature of SEO are just a few.

    To stay ahead, digital marketers must embrace these and many other changes and find new ways to create personalized customer experiences. They must leverage data and technology to optimize their strategies, create compelling content, and build strong relationships with their audiences. And it’s not about following trends just to stay afloat — it’s about having the constant need for change that keeps companies curious and motivates them to reinvent themselves year after year.

    At Assist-o, we strive to stay ahead of the curve and provide our clients with innovative strategies that drive results. If you’d like to learn more about these trends or how we can help you incorporate them into your marketing plan, contact us today for a free consultation and let’s get started.

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    How to increase your Instagram engagement rate

    How to increase your Instagram engagement rate

    Instagram has a monthly user base of one billion individuals. This makes it a platform with significant ROI potential.

    Engagement is more than counting your views or followers. It is all about tracking how your audience interacts with your content.

    A high engagement rate (ER) indicates that your audience is interacting. It means that they like your content and the quality of your posts is high.

    Yet, you will need more than an audience to gain the benefits: you need engagement. On Instagram, engagement is being measured by a range of metrics.
    You need comments, shares, likes, and other actions too. These are all indicators that your content is engaging with the people who see it.

    But don’t forget, engagement is only valuable if it is genuine. When it comes from real people who care.

    Get to know your audience

     
    It is difficult to create good content if you don’t know who you are making it for.

    Your target audience’s demographics will influence the type of content you publish. It will also define your brand voice, and even the best days and times to publish. 

    Post at peak times when you know the majority of your audience is online. The more people who notice your posts, the more likely you are to get engagements. Check your follower analytics to see when your busiest hours are.

    Your data shows you which days of the week and times of day your followers are most active. Keep in mind where the majority of your audience is from so you can post throughout their time zone. This will assist you in scheduling your content at a time when your engagements will be the highest.
     

    Post carousels

     
    Make a carousel if you’re planning to share an in-feed post. Carousels – Instagram posts with several images – are a great way to build engagement.

    When compared to single in-feed photos and videos, they have a higher engagement rate. When all ten carousel slides are being used, they draw even more engagement.

    You can use a carousel post to share before and after photos, photo dumps, and behind-the-scenes photos. Use these posts to give as much information and detail as possible. This will encourage your audience to save the post for later viewing. It will also boost your engagement.
     

    Write strong captions

     
    Give your viewers a fascinating caption to interact with to keep them on your post for longer.

    Not only will you further connect with your audience, but you are more likely to get them to engage. It will encourage your audience to like, share, save and comment. 

    Keep the first line attention-grabbing. Use unique language, emojis, capitals, or extra space between letters to stand out.

    Try adding value by using your captions to create little ‘how to’ tips in the style of a blog post. Use dot points to keep your audience’s attention. It is also a good idea to ask a question towards the end of your caption. It will encourage your followers to share their opinion or answer in the comments.

    Keep in mind that Instagram captions can be as long as 2,200 characters!

     

     

    Use relevant hashtags

     
    Hashtags are a great way to broaden your reach and get your content in front of more people.

    Use your limited number of hashtags in a smart way, and only add ones that are relevant to your content. And don’t forget to use calendar-specific hashtags such as #WorldPhotographyDay and #WorldSocialMediaDay. This will insert your content into trending social conversations and boost your engagements. 

    Also, remember to do your research. Make sure it is a popular hashtag that a lot of other people are using. It is also a good sign if people in your audience use the same or similar hashtag. Also, see what hashtags other content providers in your field are using in their work.

    Keep in mind that Instagram allows up to 30 hashtags!
     

    Share interactive Stories

     
    Instagram’s Story feature includes a variety of stickers. The stickers allow your followers to interact with your content in a direct way. 

    Using these stickers on a weekly basis is one of the finest strategies. It will help you to increase your engagement rate. Polls, questions, countdowns, emoji sliders, and quiz stickers. They are all great ways to increase audience interaction and boost your engagement.
     

    Embrace Instagram Reels

     
    When it comes to videos, have you taken advantage of Instagram Reels?
    This video feature has been around since last year and has gained a lot of traction on Instagram. It is a clone of TikTok’s videos that allows your business to interact with the community in short clips.

    With Reels, users can create and edit short multi-clip videos with audio and effects.

    Any new feature added to social networking platforms is being given a boost in the algorithm. Thus it is in your best interest to try out the most recent and greatest options. On the Explore page, Reels are important. Embrace this new content format and you might find yourself there!
     

    Go live

     
    Use Live stories because they take place in the present. Live stories are perfect for attracting attention.

    Using Instagram Live to broadcast live video is a fantastic method. It will help you to connect with users, share news, and build engagement.
     

    Drive traffic from other sources

     
    Get your Instagram handle out there in the world everywhere you can. Include it in Twitter bio, add it to your email signature, and include it in your newsletter.

    The more you can point people towards the platform, the more eyeballs you will get on your content. This means better chances for engagement. 
     

    Post consistently

     
    The more you post, the more chances your followers have to interact with you. Stick to a regular posting schedule to keep your feed interesting for your followers.

    If you want to enhance your engagement rate, ghosting your followers is a horrible idea. When you provide engaging information on a regular basis, more of your followers will see it. This means they will be more likely to interact with it. If you forget about your audience and leave them waiting for weeks, they will lose interest.

    It is critical to arrange your content and choose how many posts you will publish each week. Keep it basic and set weekly and monthly goals that you know you will be able to meet given your current workload.

     


     

    Don’t forget community management

     
    If you go out of your way to interact with others, they will return the favor.

    It is also crucial to engage with followers within the first hour of posting. This will influence how fast your post is being seen by your other followers.

    Make sure you like and comment on posts from similar creators. Community management boosts your engagement. You need to react to Stories, respond to your own comments and DMs. Be sure to also re-share information that you and your audience find important.

    Sharing love establishes a relationship with your followers. It also helps to build an engaged community.
     

    Related articles:

    Signs you might need help with your social media strategy

    How to increase your LinkedIn engagement rate as a B2B marketer

    7 ways to avoid the most common social media mistakes

    6 Tips On Boosting Your Linkedin Engagement

    6 Tips On Boosting Your Linkedin Engagement

    As a social network connecting more than 700 million professionals from all over the world with rich profile data, LinkedIn offers many interesting features for B2B marketers. Just think about the ability to introduce yourself and your business to thousands of prospects and industry peers. You can use LinkedIn to generate leads, distribute your content for free and promote your company’s culture. All this contributes to increasing brand awareness and potentially attracting new customers and highly skilled employees.

    If your company’s LinkedIn profile is in a stalemate or, even worse, not even in place, this is a perfect time to take advantage of many opportunities for B2B marketers by the world’s largest professional social network. However, running a business page on LinkedIn is not an easy task. Aside from managing your audience and creating exciting content, you’ll want to work with various metrics. One of the most critical metrics, which indicate how successful your posts are, is engagement rate.

    What is engagement rate, and why it’s important

    The engagement rate on LinkedIn tells you how many times users clicked, liked, commented on, and shared your content. That goes for both organic and paid campaigns. You can do wonders with this information, as it shows if you’re making progress in making your brand known.

    More specifically, some of the biggest reasons to pay attention to your engagement rate are:

    • Getting closer to achieving your business goals. To be more precise, your content can easily attract leads and pull them deeper into the funnel. For that reason, it shouldn’t come as a surprise that many businesses implement a specific LinkedIn strategy to achieve better results. 
    • Reaching a target audience. You can use various filters in the ‘search’ bar to find people with a profile matching your target audience. Not to mention that browsing group members, followers, and those that liked, commented, or shared content similar to yours can help you as a starting point for your network.
    • Sealing those deals. What’s great about LinkedIn is that people consider it to be a trusted environment. Users on this platform tend to trust their connections’ interaction with different posts. Therefore, they’re more likely to consider buying a particular product or service if their connections’ activity is linked to it. 

    Engagement rate shows that you produce trustworthy, quality content, thus representing your brand positively.

    6 Ways to get more engagement rate on LinkedIn

    Just being present on LinkedIn is not enough to drive positive results and progress in engagement rate. If you think that posting regularly, no matter what kind of content, will eventually bring results, you’re in the wrong. There are so many users and companies pushing their well-thought-out strategies backed by hours and hours of research. It’s doubtful that you’ll hit the sweet spot without putting a lot of effort into your LinkedIn game.

    Continue reading this guide and find out how experts do it! 

    1. Network or nothing

    You’re not getting a lot from without a solid network. It’s logical – who will react to your content if you don’t have enough followers or connections? Or if these are not your target audience? Simple math tells you that more (right kind of) followers mean more likes, comments, and shares. 

    Remember the olden days when Facebook used to embarrass us by displaying everything we liked and commented on our friends’ feeds? Well, that is something LinkedIn is still doing. And don’t worry – it doesn’t have to be embarrassing. On the contrary, you can use it to your advantage by interacting with content your target audience might like. 

    For example, a financial consultant wants to reach people who need expert advice on finances. They’re probably reading Financial Times, The Wall Street Journal, or following the likes of KPMG, EY, or PwC. Therefore, that financial consultant would want to interact with their content. Everything he likes or comments on will appear on his connections’ feeds, making him a valuable source of all information related to financial matters. 

    This example applies to most industries and is a proven tactic, one of the oldest in every social media manager’s book. You won’t miss it if you make it your first step in attracting the kind of audience you need for your business. 

    There is also another equally important approach. It’s more aggressive and implies you are going after those followers. Try searching the demographic you want to target by setting up suitable filters in the ‘search’ option. Join groups related to your industry where you can link up with like-minded industry peers or prospects. You can even check out who’s liking your competition’s posts and invite them to like your company page. Show them you’re a better option by charming them with your engaging content!

    2. Be creative with your content format

    When thinking about what kind of content you want to post, consider what anyone could do, and then don’t do it. Sounds ridiculous? Let us explain. Anyone can find a free stock photo, stick their logo, and write something catchy like ‘Best product on the market’. However, not everyone can create complex content formats that people will notice. By ‘complex content formats’ I mean visually appealing videos, graphics, and photos. It can’t harm hiring an experienced video editor or an excellent graphic designer who can create captivating content for your prospects and customers. Also, make sure to have everything ready in your content calendar. Otherwise, you’re risking not having that content prepared on time, especially when it’s about graphic solutions. 

    Videos that explain how your service or products work are a great way to introduce yourself to your audience. According to breadnbeyond, 59% of people prefer watching a video to reading a text to learn about products or services. Viewers retain 95% of a message when watching a video, and 92% of users share videos with others. Instead of trying to persuade prospects into a meeting or a video call, why not simply display what you do creatively? Sales representatives can then use this kind of content when reaching out to potential clientele or as promotional material for trade shows, conferences, or seminars. 

    Another kind of content that gets those engagement rate numbers sky-high is a carousel. It enables brands to create a swipeable series of cards that tell a specific story. One good way to use it is to give tips and tricks on using your products. You can also showcase the benefits of your products and services, exciting and persuasive statistics, or even a whole line of products that go well together. Swiping is the new liking, so why not try it out? 

    Of course, make sure that the captions following the visuals are just as catchy. Use them to give more information and possibly include that good old CTA with a link to generate more clicks.

    3. Advertise the important stuff

    Although LinkedIn is an excellent solution for those looking for a way to reach more people organically, little advertising can’t hurt. If you play your cards right, you can boost your engagement rate and clear the way for future organic growth. 

    The most important thing is the content format you’re using in your ads. One easy solution is to include a question which people will want to answer. It can be your key to success as it tells people that you value their opinion and know-how to receive feedback. Encourage your audience to reply in the comments, and pretty soon, you’ll see excellent results – more followers and higher engagement rates on other posts. Another way to stir things up is by promoting a post that asks people to vote for a certain option. For example, you can ask them to react with a ‘Love’ reaction for one option and choose ‘Congrats’ for another option. You might have already seen these kinds of posts. There is a reason for that – they work!

    The good news is that LinkedIn lets you choose what you wish to achieve with your ads. You can pick getting more engagement on your posts and let LinkedIn do the work. Of course, you will have to create captivating content and write a great caption, but the rest is on them. It is a smart way to spread the word about your brand, thus generating more followers in the future. Remember, the higher those engagement rates, the bigger the number of feeds on which you appear. 

    Sounds pretty cool, right? But you might be wondering what you should advertise. That depends on what you consider to be most important. Some will go straight to the point and advertise their products or services. On the other hand, others will try promoting their brand and introducing their philosophy to a broader audience. Some might even try funny or provocative captions or visuals that catch viewers’ attention and inevitably make them want to know who you are. Think about your goals and focus paid advertising on LinkedIn in that direction.

    4. Partner with the cool guys

    Although being a great solution, teaming up with somebody to get a more extensive reach is often neglected. Perhaps businesses aren’t sure who the best partner could be or are unwilling to share their slice of cake—this way, they miss out on the massive potential of this marketing strategy. If you think about it, collaborating with another business or an influencer brings their traffic to your page while your audience learns more about them. It’s a simple win-win situation for both parties.

    So, who should you choose as your partner? The most controversial option is your competition. Businesses usually see their competitors as bad guys. However, why not look at them from another perspective? Their audience is your target audience, so you will surely get more engagement solely from them. Also, you could attract some of them on your side while inspiring other businesses in your niche to share knowledge and successful business practices. So, instead of fighting your competition, embrace it and make the best of it.

    There are also other options out there. As a B2B marketer, you can always partner with someone from one of your vertical markets. For instance, you could do a case study together. It can be shared with their audience, thus improving your engagement rate massively and attracting more leads to your funnel. 

    Depending on the branch you’re in, there is an option to collaborate with an influencer. In today’s world, influencers can be found everywhere. Try researching which people are especially influential in your line of work. Who does your audience admire? Maybe they’re not full-time influencers, but they have a lot of followers and high engagement rates. They might have their podcast with hundreds or even thousands of listeners. One mention by this person can bring high engagement rates and improve your brand awareness. 

    5. Share industry news

    As a B2B company, you’ve got to be in tune with your vertical markets. You’ve got to listen to their concerns, follow the latest trends, find out where the pain points are, and then tell them exactly what they want to hear. This way, your followers know that you’re keeping up with niche trends. An intelligent way to do this is by sharing recent industry news that address important matters.

    Numerous sources on the internet can help you with that. Research the most popular internet portals that talk about your vertical markets and find articles you want to share. These might be opinion pieces by leading industry experts or research papers, polls, case studies, etc. Likes and comments will come flooding in once you start sharing the kind of content your followers can relate to. 

    Don’t shy away from giving your opinion pieces on third-party content, either. It is an opportunity for you to prove your expertise and explain how you can solve their problems. If you want to put in some extra effort, write a blog post about it. Otherwise, a simple caption before sharing a link on LinkedIn is more than enough. Either way, you can count on some extra engagement. 

    6. Go behind the scenes

    With Millenials and even Gen Z taking up more and more managerial jobs, it seems that the days of ‘strictly business’ are behind us. Being professional doesn’t have to be boring. You don’t have to be a robot. Share the human side of your business – your employees, team events, personal stories, and other things that show that you cherish and respect people. This kind of content is one of the best options when you’re trying to increase engagement rates, as it is relatable and quite heart-warming.

    Make sure you talk about your employees – praise them as a reward, introduce different teams within the company, explain how they grow professionally with you. There are many benefits to this. Firstly, it makes you look like a good employer who cares about his people. As a long-term result, you’ll probably get more highly skilled workers wanting to work in that kind of environment. Secondly, it positively impacts the morale of your team and makes your employees feel appreciated. Last but not least, mentioning those employees in a LinkedIn post ensures that it appears on all of their connections’ feeds. And that’s your engagement rate right there. 

    You can give a behind-the-scenes look at your projects or products. Talk about obstacles, challenges, and failures, as well as small victories, lessons learned, and team spirit. Your product might be great, but letting people know how much effort and hard work you’ve put into it makes it perfect. You might find out that many followers can relate to it, especially if they’re in the same industry as you. You know the rest – relatable posts generate a lot of traffic; therefore, you get high engagement rates. 

    Something you can also consider is reviewing a year behind you. It’s not rare that companies look back at what they’ve achieved in one year and display it in the form of a carousel, collage, or a LinkedIn article. Look at it as an opportunity to mention business partners, clients, employees, and meaningful projects. The more people you mention, the more traffic and activity your posts get. Simple as that.  

    Conclusion

    Building your network on LinkedIn is one thing; maintaining it is another. If you want to know how you look in the eyes of your audience, take a look at your engagement rate. Is it better than it was in the last quarter? Last year? Is it okay, but not really what you want? If that is the case, our guide will surely help you move closer to your goals. 

    Don’t forget that LinkedIn is a gold mine for generating leads and building your brand. That is why you should always be present and keep close attention to what is going on with your business page, as well as on those of your competitors and prospects. Take advantage of the newest features this social platform offers and boost your engagement rates today!

    8 Signs You Might Need Help With Your Social Media Strategy

    8 Signs You Might Need Help With Your Social Media Strategy

    If you’re running a business, you know how important your time is. But, you also know how important it is to do the job right. That’s why getting some extra help doesn’t mean that you’re failing. It shows that you care enough for your business to invest in it.

    Social media is one of those topics that seem effortless, but it’s complex and time-consuming in reality. A simple formula of a “post, share, comment, repeat“ has much more depth to it. That is why it would be wise to hire an experienced social media manager who can tackle many platforms at once.

    I’ve prepared a simple guide if you are unsure whether your social media efforts are working out. It should help you detect the mistakes you might be making and provide some guidance. After all, we all want our social media game to be strong, both on a professional and private level.

    What is a social media strategy, and why is it important? 

    A few decades ago, hardly anyone expected social media to play any kind of role in developing a business. Nowadays, it’s (or should be) an essential part of your sales funnel. Unfortunately, many companies don’t have any kind of strategy. 

    However, social media is still evolving. New updates and features are coming out almost daily. So, we need to study it and test everything on it. Yet, while you’re busy figuring it out, your competition might already be far ahead of you. Without devoting most of your time to this kind of marketing, chances of you succeeding could be pretty low. 

    To thrive on social media, you must have a social media strategy. You can’t post whatever and whenever. You need to set up clear goals and targets. You have to have a content calendar with posts and captions ready to post, at least a week in advance. Also, you have to study your target audience, their behavior on each social media platform. You need to know your target’s preferences, dislikes, pain points, to say just a few. 

    In short, social media strategy is everything you intend to do and hope to achieve on social media. That includes your activities, analysis, and goals.

    Red flags in your social media strategy

    What if you might already have a social media strategy in place, but you’re not sure if it’s working out? Or, you may be making some typical mistakes without even knowing it? You can find some of them below. If you recognize yourself in it, it’s time for a change!

    1. It feels like you don’t know what you’re doing

    You might have found yourself in the middle of the conversation about social media. Some weird words were swirling around: CTR, reach, engagement, and so on. Or you might have googled some tips and found yourself completely lost. If this is the case, it is a solid reason to believe that you’re tapping in the dark.

    Social media takes experience and skill. An excellent social media manager knows the current trends and how to make the best use of them. Technical terms can be googled, but your understanding of it and putting it into your business’s context makes the difference. Consistency and presence in the world of social media is the key to achieve success. If you’re only doing it for a few hours or even minutes a day, you’ll have difficulty catching up. 

    2. You feel overwhelmed

    Being active on social media platforms can be time, energy, and resource-consuming. It would help if you had a detailed strategy and professional help in creating content and engaging the audience. If you are not a full-time social media expert, you most likely don’t have time to dive deep into it. The outcome is a lot of time wasted with little or no results. This way, you’re wasting the potential that social media can provide for your business.

    After all, you want to present yourself and your business to your community in the best possible way. That is why a designated social media person is the way to go.

    3. You aren’t reaching your goals

    You’ve been active on social media for months or years, but the results aren’t there? Your followers aren’t piling up, and neither is their engagement with your content? These are clear signs that something is off. 

    I can’t stress this enough – to achieve any results, you need a good social media strategy in place and social media expert by your side. Without this, there is no point in continuing with social media efforts. 

    4. You’re doing everything manually

    The beauty of digital marketing is the fact that you can automate many processes. Automatization saves time, money, and nerves. Besides, everyone’s already hopped on the automation wagon, so you might as well join them. 

    The word ‘automation’ might sound scary, but it’s elementary. Some tools can help you with posting; some can help with analytical insight; some can help you with advertising, and so on. For many such tools, you don’t even need to be tech-savvy to use them. All you need is a little time and effort. 

    5. You don’t know where to start with ads

    Social media advertising can be fun, but it can also be a pain, especially when you don’t know how to use it. Want to sell your products? Get more traffic to your website? Increase the number of followers? You can do all this with social media ads. Ads can let you target your ideal customer with any content you wish. 

    But, if you’re not a social media expert, it’s most likely you don’t know how to start with advertising. And you probably shouldn’t. These things cost money, and it’s wiser to let someone experienced do it for you. 

    6. You’re on too many platforms

    There is a platform for everybody and everything, but that doesn’t mean that you should use them all. If you’re a candle maker, you should go for Pinterest, Instagram, or TikTok. Being active on LinkedIn will not do much for you. On the other side, a SaaS company could achieve better results on LinkedIn than any other social media platform.

    Being everywhere will not make you more successful. If anything, it will generate a workload you will not be able to cope with. Keep it simple and focus on the platforms your target audience is using. This way, you can’t go wrong. 

    7. You’re a serial spammer

    If you think that posting every day or even multiple times a day will do the trick, you could be very wrong. People don’t like too much of the same content on their feed. Imagine if you went to a dinner party with your colleagues and one of them couldn’t stop talking. You would get fed up with their stories and want to hear what others have to say as well. 

    This annoying person at a dinner party is the equivalent of a social media spammer. Someone who is on everyone’s feed 24/7 will get blocked. And getting blocked is worse than being insufficiently active, trust me.

    8. No time to respond to messages 

    Last but not least, no time to respond to messages is a clear indicator that you need help with social media. Social media is a great tool for you to promote yourself and your business, interact with your target audience, and listen to them. If you don’t have time to stay in touch with your audience, why are you even doing it? 

    Addressing concerns and answering questions might be crucial to your success. The magic of social media is in the opportunity to reply in real-time. That enhances the customer experience and guarantees the growth of your business. So, it’s pretty safe to say that you need to prioritize it. 

    In case you recognize yourself in these mistakes, don’t despair! Read our blog about 7 ways to avoid the most common social media mistakes and find out how to do things better. 

    How to know your social media strategy is working

    Okay, so now you have a brand new approach and want to know if it’s working. What are some clear signs that you’re doing a good job? 

    The first sign that you’re doing things right is a steady growth of followers and engagement rate. That means that more people will subscribe to your content and interact with it. More likes, shares, and comments will come flooding your way. 

    The second sign that everything works are social media leads landing in your sales funnel. For this, you need to make sure that you’ve set up metrics in your CRM tools that track your leads’ source. You’ll see, once people start getting interested in your business on social media, the sky’s the limit. That is one of the easiest ways to get future customers to your funnel. 

    Finally, you could start feeling the effects of your social media efforts in real life. People can often talk about the content posted on social media if it’s fun or relevant. WOM (word of mouth) is still very important, so should be your online branding. If people like your online brand presence, they will also like your offline brand/product/service.

    Conclusion

    We’re sure that you can’t wait to evaluate your social media strategy after reading this post. The best advice we can give you is, to be honest with yourself. That is the only way to detect those pain points that might be weighing your business down. It’s never too late to start doing things right!

    Our marketing team is here for you if you need any extra help. We would be delighted to help you figure out what works best for you. Get in touch with us; we’re waiting!