What's the key to a successful social media campaign? Leads, of course, and customer engagement. If your audience is communicating with you via your social networks, you're building brand awareness and customer loyalty. But engaging the audience is easier said than done, as social media users are swamped with hundreds of messages every day in their news feeds. How do you stand out from the crowd and get your audience talking?
Offering an incentive, such as a coupon, can lead to shares as customers are eager to tell their friends about a great deal. It doesn't have to be a high-value offer, either. Offers as simple as a free soda with the purchase of a burger or a free hat with a purchase can get fans excited.
Drive traffic to your social networks with cross-channel marketing
Make it easy for potential customers to find you on the social scene by always incorporating links to your networks on your website, listing your profiles on print collateral and in other media such as television commercials. If your customers aren't connected with you, they can't engage with your content. If you utilize guest blogging as a marketing tactic, be sure to include your social profile links in your bio if permitted by the publisher.
Include a call to action
Just like a landing page is designed to get visitors to convert by downloading a resource, requesting a quote or even making a purchase, a Facebook post can also include a call to action to increase engagement. It's an age-old sales tactic: If you want the sale, ask for it. In this case, if you want the click, ask for it. This is easily accomplished using language such as, "Click ‘Like' if you..." or "'Like' this post if you want a..."
Social media users love trivia, and it's a great way to get your audience talking. Outer Banks Blue Vacation Rentals uses this tactic well, frequently garnering hundreds of Likes, and dozens of comments and shares for its Facebook posts. Questions like "How many steps does it take to get to the top of Currituck Lighthouse?" and "What's your favorite town on the Outer Banks?" quickly capture fans' attention because it gets them thinking about one of their favorite places. The takeaway: Asking questions is a natural way to earn comments, and questions that evoke emotion have an even bigger impact.