My cellphone is a tiny overlord that controls my life. It literally tells me when to get up in the morning (alarm), what to do all day (calendar), and what my friends and family are up to (Facebook, Instagram, Twitter). In a game of ‘Would You Rather’ I will do pretty much anything before giving up my phone.
Because this demanding little object never leaves my side, I’m constantly connected to the social media world – even when I’m not in the app, I get alerts that pop up like text messages. Someone favorited your tweet! Someone liked your post! Someone sent you a message! Someone somewhere did something that may or may not interest you!
I’ve learned to ignore most of these screams for attention. They’ve become nothing but white noise. Then I go to work and run Salesfusion’s, becoming Sugar Market’s, social media. When I post on social and don’t get the responses I’m looking for, I get frustrated and confused – I expect my audience to hang on my every word as I continue to ignore my own alerts.
Hypocrite, party of one.
Audience engagement through social media is totally possible. In fact, it’s literally the reason behind each of these sites. As B2B marketers, it’s more difficult to get our readers and followers to engage with our content by favoriting, commenting on, or sharing our posts, than our brothers and sisters in the B2C world.
Try these tips to increase your audience engagement and even get hypocrites like me to interact with your inbound content:
- Employee advocacy is everything: Advocacy is born from culture and employees help you reach more people at the individual level. According to Jay Baer, “You can’t be the best place to buy if you’re not the best place to work.” 92 percent of Americans trust recommendations from family and friends. 41 percent of people trust a company’s employees more than the CEO. 98 percent of millennials are more likely to engage with a friend’s social media post than a company’s.
- Ask for engagement: There’s no shame in asking followers to repost your content. Spelling out what you want them to do increases your engagement. Many times, happy customers will want to help you grow by sharing your company’s successes. Also try posting social updates on weekends. When your customers are busy reading online, you should be busy posting online.
- Design animated explainer videos: Add these to your Facebook and LinkedIn pages and YouTube channel, detailing product updates and system demos for both customers and leads. With animation you have more control than live-action. Unique content will have a wider distribution among your followers – show them something they’ve never seen and they’ll want to do the same for their own followers!
- Follow the Cowbell Principle: Brian Carter suggests finding out what your customers like and give them a ton of it. The more familiar people are with your brand the more they like you. For example, try creating 50 online advertisements, 50 posts (for Facebook and LinkedIn), and 50 tweets. Then, track engagement on each, paying attention to the tone and topic of the top 10 and bottom 10.