If you’re frequently posting and are not seeing an impact on your bottom line but still have not seen any results, it may not be your content. It could be your social media engagement. (Or lack thereof.
You can reach more people with high social media engagement. You can increase your engagement by not spending too much on advertising. Here are the facts.
What is social media engagement?
The social media engagement metric measures how many people interact with your content via social media. Social engagement can include likes and shares, emoji replies, comments, mentions or video clicks.
Reach is the most popular way to determine engagement rate. It measures the percentage of people who view a post and interact.
Engagement rate isn’t just a vanity number. It’s vital to measure social media strategy success. A high engagement rate can increase your reach, as social media platforms display posts that have received a lot of engagement.
Now that you can calculate social engagement, let’s discuss how to improve it. This cannot be easy, especially for B2B brands.
Analyze your current social media engagement
Before you make any changes, review your engagement rate and strategy. You can use various social media analytics tools to track it all in one place or in the analytics section for each platform.
Google Analytics is a great tool for tracking social media engagement. It will also show how much traffic social media generates overall. This will allow you to track how engagement rates impact site traffic and revenue over time.
This data will be available under Reports>Acquisition if you use Google Analytics 4.
This data will allow you to see if your changes impact engagement rates and highlight which content types and platforms your audience will most likely engage with.
Understanding Your Audience on Facebook
Social media is a different field for B2C andB2B. There are many differences in the types of content that each business can post, which platforms they use, and even their goals. B2C may be focused on actual conversions, while B2B might focus more on nurturing leads and increasing awareness.
Find out where your audience hangs out. According to Content Marketing Institute, the most popular social media platforms for B2B are LinkedIn, Facebook, Twitter and Youtube.
But don’t forget about less-obvious platforms for B2B. You might be able to find success on platforms such as Snapchat or TikTok, depending on your industry.
To understand what type of content your audience wants, look at the brands and competitors you are competing with. Is educational content getting a lot of attention? What about memes and trendy videos? You can test different formats to find the best format for you and your audience.
Use Platform Features
To increase your reach on social media, you don’t need to spend $5K. Many platforms have built-in features to increase engagement. These features can increase reach in some cases on social media platforms.
LinkedIn allows you to create polls and ask questions. You can even go live! Instagram offers an “ask-a-question box”, reels, Stories and poll stickers. It would help if you also considered using hashtags to increase your reach and make it easier for users to find your content.