In the world of social media marketing, the word “engagement” gets thrown around a lot, but few brands actually know how to achieve it.
Brands might pursue the low-effort game of tweeting, “gramming”, feeding Facebook, and Linkedin-ing updates about products, services, and educational content, but see little engagement.
Let’s look at ideas that could make you a force to be reckoned with. I’ve organized them into an AEIOU list. (I want to call it an acronym, but how would you pronounce the five vowels?) Let’s dive in.
The best way to engage someone is to ask a question. “How are you?” and “How’s it going?” are popular options in conversion but too dull for social media warfare.
“What’s your name?” probably won’t work and “What’s your email?” might come off as a bit too forceful. How about …
“What do you think?” Yes! That’s a winner.
People like to think things through. They like to hear from other thinkers. Certainly, they want other people to know what they think.
Try prompting your audience with one of the following “What do you think?” strategies:
Let’s take a look at a few examples:
Personality quizzes have been red-hot engagement magnets for years on Buzzfeed, and it’s easy to create them to promote your brand with a template-based tool such as ShortStack.
Nice going, AARP. “Test Your Beatles Trivia Knowledge” engaged me, but you could have asked a few easier questions. I went 0–for-8 (and I’m a huge Fab Four fan).
This simple Twitter poll from Airbnb does a great job of engaging followers without any fancy tools.
“E” is for “expression” because of the way social and mobile have collided, making the ubiquitous smartphone a personal expression machine.
It doesn’t matter how you create content. The camera might be front or rear-facing. Audio might be on or off. Filters, emojis, stickers and so forth may be applied or not. Posts may be permanent or self-destructing. I could go on, but I think you get the idea. Smartphone apps enable people to express themselves every which way, and so they do.
Here are a few ways you can encourage your audience to create content featuring your brand:
Let’s take a look at an example:
#KajabiHero is an impressive example of customer advocacy at work. Satisfied customers happily endorse the “knowledge commerce platform,” and wear their t-shirts proudly. They’re rewarded with special features, links to their websites, and social media support.
I’ve mentioned numerous forms of interactive content (such as competitions), but have yet to introduce the term “gamification.” People like to play games, compete, keep score, and most of all, win. They especially like to do so on social media.
Satisfy your audience’s competitive spirit by featuring compelling incentives in your social media contests. As incentives go, valuable prizes loom largest, but you may be surprised how even small rewards prove to deliver a sizable lure.
Let’s look at an example by Converse from a post that features37 Facebook contest ideas to inspire fans to bond with your brand.
The entry form on this promotion by Michigan’s Friendship Circle explains each person who casts a vote for their favorite pair of hand-drawn Converse All Stars will be entered into a drawing for a chance to win a free pair of the winner. The winning shoe was subsequently reproduced and sold as a fundraiser.
Your engagement strategy doesn’t need to be interactive or gamified 100% of the time. Your brand can engage customers and prospects the old fashioned way, with attractive offers such as:
The link in Pura Vida Bracelet’s Instagram bio invites you to “join the Pura Vida Club.” BTW, the brand’s Instagram feed (1 million followers) bubbles over with joyous photos, mostly from customers, engaging questions, challenges, posts about charitable causes, and conversations.
Experiment with different types of offers to discover what your customers best respond to.
Facebook makes it easy to promote offers. A flavor of the Facebook ad portfolio is the “offer ad.” Offer ads can be redeemed online and/or be saved by Facebook fans to be redeemed in-store.
This help page from Facebook offers the following best practices:
Engagement and utility are close friends on the web today.
Data from a research report about interactive contact from Content Marketing Institute and ion interactive reveals the top two reasons for using interactive content are (1) educating the audience and (2) engagement.
A major majority of savvy B2B marketers put utility at the forefront of their content marketing programs. Useful content created to engage prospective customers could include tools, blog posts, video, infographics, downloadable guides, mini-courses, helpful email sequences, webinars, and much more.
Above is a LinkedIn ad from ConnectWise Automate that offers what appears to be a highly useful guide to help vendors price IT services.
The ad is the pitcher… and here’s the catcher: a highly engaging and smartly designed landing page.
I love the question style headline, the directional cues, the 1/2/3 infographic vignette, the very cool bonus offer (a calculator), and the nicely designed form.
Utilitarian marketing ideas work offline too—and for any size company or individual.
I love the story from Jay Baer’s book Youtility about Taxi Mike. Jay calls an enterprising taxi driver he encounters a “one man Trip Advisor.” The driver created the Taxi Mike Dining Guide (above) and updates it regularly to handout to his passengers.
How will you AEIOU engagement with your brand? Here’s a quick review:
Originally published Apr 20, 2020 6:00:00 AM, updated April 20 2020