Digital marketing is the way of the future: especially on social media. A Sprout Social report says that marketers’ main goal for using social media is to increase brand awareness and engagement, proving it is more than just sales. How different-sized organisations define ‘awareness and engagement’ is also an important factor to consider. For example, likes, shares, comments, or leads mean a lot more to a small business than a large enterprise who are looking to solely generate sales. Now although engagement and awareness go hand in hand when marketing on social media, it is important to outline the benefits of each and how to achieve them. Continue reading to understand how you can increase brand awareness and engagement on social media platforms.
5 Ways to Build Brand Awareness and Engagement on Social Media
1. Understand your target audience
Who needs your product or service the most? Develop a proposed persona by searching relevant hashtags and taking inspiration from competitor channels. It is also important to maintain consistency throughout all chosen platforms, this will allow you to take note of how your audience engages with social media.
2. Prioritize platforms that perform
A common error in small businesses is feeling the need to span content across all social media platforms. Most commonly, certain audiences will be more prone to engage on one platform more than others (either Instagram, Facebook or LinkedIn depending on the content). This means it is important to place focus on the one or two that are performing better. Additionally, each platform should have its own content strategy with similar content overlap but differing in design to maintain the interest of the consumer.
3. Create engaging content
Once you have found your audience and what platform works best for them, it is time to get their attention. There are many ways to make your posts engaging, some of which include:
- Images (ones that tell a story instead of stock images)
- Customer testimonials
- Graphic images
- Polls/Q&A’s on stories or in comment sections
- Incorporate blogs and external sources
4. Make influencer connections
Research suggests that 61% of consumers have at some point been swayed in their decision making by digital influencers. By having a large following, influencers can increase awareness for brands by generating traffic to a website/account or increasing sales. However, finding someone that aligns with your organisation’s morals and objectives will be much more beneficial for consumer brand loyalty as opposed to a large follower count.
5. Use the power of hashtags
Hashtags are a simple way to make posts searchable and have the power to dramatically increase awareness of your social media pages. By using a combination of relevant (not too broad) and niche tags, this can create traction online and create a community of potential consumers. Most importantly for small businesses, it is vital to be tactical and use branded hashtags as well as ones related to the topic you’re posting about, while also maintaining consistency.
The Benefits of Building Brand Awareness and Engagement
Using organic social media to build your brand will cost you nothing other than time and brainpower. If it doesn’t provide the results you’re wanting, paid advertising on certain platforms is also relatively inexpensive and flexible.
Gain ideas for a content strategy
Generating content ideas for a small business can prove difficult. A way around this is to observe current trends in similar industries to your organization. This allows you to take notice of what your audience is interested in – ultimately increasing awareness if done correctly.
Whatever platform you choose to increase awareness and engagement on, whether it be Instagram, Facebook, or LinkedIn – metrics are key. They are a defining way to observe the reaction of audiences and whether your social media strategy is working.
Brand awareness typically encompasses two types of metrics:
Impressions are how many times a post shows up in someone’s feed.
Reach is the number of viewers your post has (usually followers plus accounts that have seen your shared content).
Brand engagement refers to metrics such as likes, comments, shares, and clicks which determines how engaged your followers are in your content – which is a key benefit.
It is clear that increasing brand awareness and engagement is vital for businesses. Not only is it cost-effective and relatively simple to implement, but it will set businesses up to have a digital presence. The above points relating to audiences, platforms, content generation, making connections and understanding hashtags are all imperative if wanting to increase brand awareness and engagement on social media.
Need further assistance on any of these topics? BUSINESSNAV’s RPM (Revenue Performance Management) team can assist with all digital media marketing needs. Contact us today using the form below: