How to Gain and Manage Audience Engagement
By Anne Leonard
Knowing how to pinpoint audience engagement is key to growing any business. Audience engagement can be anything from likes and comments to page views or retweets. While you don’t necessarily need to be an analytics expert, it’s important to know what works for your business and focus on those efforts.
Here are some strategies you can practice to learn what works well with your customers:
Get to know your audience.
Audience engagement and knowing your target audience undoubtedly go hand in hand. The more you learn your audience’s interest and disinterests, you can target them more effectively. Overall, it’s important to not assume their interests and instead regularly survey your audience to fine-tune your marketing campaigns for maximum engagement.
Align your engagement strategies with your business’s goals.
When considering engagement strategies, it’s important to measure those goals with the goals of your company. This is especially important if you have a larger company with separate marketing and communications departments. When you align your strategies with your overall company goals, both departments can work together more cohesively.
Call on the experts.
There’s no shame in asking for help from a professional that knows the ins and outs of the online realm. To maintain high levels of engagement, it’s vital to engage on a regular basis. More often than not, this process can become stressful and more time consuming than you anticipated. With the use of analytics and other marketing tools, a social media strategist can take over, ease your worries and free up your time spend on these efforts.
Don’t get too wrapped up in tradition.
The digital marketing realm is constantly evolving. From live video marketing to the analytics feature on Instagram released last year, your strategies should evolve, too, and involve experimentation. For example, try being bold in your captions. Post photos on Instagram at different times of the day. Engage on Facebook during varying times in the day to see how your audience responds. Get more personal with yours posts. As long as you stay true to your brand and its voice, you have much room to find out what works and what does not.