At one point, we’ve all experienced a decline in social media engagement. This could be due to an array of things, including not understanding your audience, falling behind on industry trends, or posting bland content. As social media evolves, so should your social strategy. When engagement takes a dive it’s important to reassess your goals, redefine your target audience, and utilize social tools to make changes. By revamping an existing campaign and testing new social media tactics, you can get that engagement rate back!
Redefine Your Audience
Your target audience evolves as your business grows and attracts new customers. This is why it’s important to check in every few months and redefine your target audience.
Take a second look at your audience and ask yourself:
How has their behavior changed?
What are they currently passionate about?
How have their lifestyles evolved?
What does a day in the life of my target consumer look like?
After answering these questions, you may discover that your target audience is different than you originally thought. Use this as an opportunity to get creative and tweak any existing content to fit your new and improved target audience.
Tell Your Brand's Story
Studies show that 62% of millennials are more likely to become a loyal customer when a brand engages with them on social media. Engage by sharing your story. If you’re a solopreneur or a small brand, embrace it. Too often brands pretend to be larger than they are to establish credibility, which can have the inverse effect. In fact, 42% of people distrust brands and 62% distrust brand advertising. By telling your story you humanize your brand and give consumers a reason to relate.
Stay Up To Date
It’s important to follow current events and trends to ensure that you’re on the same page as your audience. Use social listening to see what your audience is talking about. This will give you the opportunity to jump in and engage while gathering insight and understanding about your ideal consumer. 93% of consumers’ buying decisions are influenced by social media. Be a part of the conversation to increase brand awareness and engagement.
It’s important to listen to your audience. Read their comments, engage with their content, and listen to understand their pain points. Your target audience is vital to understanding what content works and what content doesn’t. With a few tweaks to your social strategy, you have the potential to flourish. Keep your ever-changing audience in mind, prioritize storytelling, and listen to your social community to give your social strategy the boost it needs to succeed.