3 Easy Ways to Increase Your Social Media Engagement
upon a time your social media marketing strategy was probably largely
focused on sharing links to third-party content with your audience.
Well, those days are over, and if you want to stand out in the crowded
and noisy online environment, you need to focus on content marketing
We all love a compelling story. Whether it’s an
adventure, comedy or fairy tale. Stories influence people’s emotions,
which we as marketers know can then influence buying decisions and brand
According to Jennifer Aaker, a psychologist and
professor at Stanford University, stories are up to 22 times more
memorable than facts.
Here’s a great example of how a passionate
story inspires, promotes and increases loyalty and social media
engagement. SoulCycle is a trendy spinning studio that entices people to
try out a fairly pricey class by using an emotional narrative.
is also an example of brand positioning, but SoulCycle used it as a
content piece across online platforms and on studio walls:
So how can you incorporate story telling into your business marketing efforts? Here’s 3 easy ways to get started with:
1. Lights, Camera, Engagement
of the top ways to tell interesting stories is with video. I recently
attended Social Media Marketing World in San Diego, and this was
probably the biggest takeaway: you need to be focusing on video if you
want to increase your social media engagement.
I know some people hate being in front of a camera, but there are a few ways to make it easier.
example, if you’re a life coach, you could create short videos
answering common questions your clients face such as Am I in the right
career? How can I be happier in my relationship?
It feels much more comfortable and natural to speak about what you know, and you might find yourself actually enjoying it.
could sit in your office, outside with a cup of coffee… whatever puts
you at ease and creates a nice aesthetic for people to look at.
you’re still shaking your head, how about creating videos that feature
other experts (who aren’t competitors) or using imagery and text to tell
a short story? A life coach could share graphics with inspirational
quotes set to music or shoot a beautiful sunrise and ask followers: What
are you grateful for today?
Whether you’re using Facebook Live or
creating 15-second clips to share on Instagram, use the platforms your
target audience does and start shooting!
2. Lose the Links on Facebook
now common knowledge that Facebook limits the reach of your post if you
include a link. When you share a post without a link, your engagement
is much higher. We’ve seen his happen and have changed our Facebook
marketing ways accordingly.
It’s not just Facebook who doesn’t
want to see a bunch of links-it’s your audience. People like to engage
with a brand and have authentic conversations, not just be fed a steady
stream of links to relevant content.
You can limit your links by
creating videos with calls to action, focusing more on problems and
solutions your product and services offer, and asking your followers
questions they’ll want to answer.
3. Add More Humanness
kept hearing the word “humanness” at the conference. It relates to the
simple idea of creating a more authentic story by being yourself to
connect with your audience.
Warby Parker is an affordable
eyeglasses company that focused their brand positioning around
humanness. They never marketed to their audience by saying something
like “We sell cheap eyeglasses for the whole family!”
Instead, check out the story they used across all of their channels:
idea starts with a problem. Ours was simple: glasses are too expensive.
We were students when one of us lost his glasses on a backpacking trip.
The cost of replacing them was so high that he spent the first semester
of grad school without them, squinting and complaining. (We don’t
recommend this.) The rest of us had similar experiences, and we were
amazed at how hard it was to find a pair of great frames that didn’t
leave our wallets bare. Where were the options?”
a story is not intended to be a sales tool! Your end goal is of course
to grow leads and sales, but your intent should be building strong
relationships with your customers and online community. If you do that
well, the rest will follow.
Don’t have a way with words, or the time to juggle all of your tasks, let alone focus on growing followers and engagement?
Susan Friesen, founder of the award-winning web development and
digital marketing firm eVision Media, is a Web Specialist, Business
& Marketing Consultant, and Social Media Advisor. She works with
entrepreneurs who struggle with having the lack of knowledge, skill and
support needed to create their online business presence.
result of working with Susan and her team, clients feel confident and
relieved knowing their online marketing is in trustworthy and caring
hands so they can focus on building their business with peace of mind at
having a perfect support system in place to guide them every step of