You may think your followers want one type of content when they really want another.
Free book preview Ultimate Guide to Social Media Marketing
This book takes readers through a 360-degree perspective of corporate social media marketing.
5 min read
The opinions expressed by the entrepreneur's contributors are their own.
Digital marketers often identify social media as one of the best forms of content marketing, but it can often feel like we're just going through the moves. What's the use if the social media content isn't attracting leads? Chances are that all you need is a quick strategy upgrade to make sure your content engages your target audience and receives inbound requests and messages.
In fact, 90 percent of social media users have already used the platform to communicate directly with a company. So if none of your customers or followers reach out to you, this is a tell-tale sign that something should be changed. Ideally, publish an image or video with robust caption that offers added value and the floodgates open: direct messages, likes, comments, and queries should come in (or just trickle at first) to prove that your content is getting a hit have chord and inspired action. Not here yet? Here are four ways to strengthen your strategy to attract those leads.
Related: Content Marketing Secrets For Every Social Media Platform
1. Focus your content on interesting stories
How much does your content immerse in stories? They don't have to be your personal stories. Stories from previous clients, stories from other inspiring entrepreneurs, or even folklore stories can be used to get your point across. Stories from other people who simply chose it and had massive success are also powerful. It helps readers or viewers to imagine themselves in the shoes of the protagonist of the story. These stories can be shared in captions or in the post itself via videos.
Lenney Leong is the founder of Get Customers. He has had success creating video content around stories with over 7.2 million views and counts. He advised me to get involved right from the start. A long story on the roundabout will do little to draw in the crowd. "Set the stage for the story from the first sentence or by the title of the video," noted Leong. "Be straightforward so people know that they are staying engaged throughout the storytelling and know what to expect." Leong has had many in-depth conversations as a result of this storytelling. It's worth noting that videos on Instagram perform best, with 49 percent more interactions.
2. Take a survey and ask what type of content people want the most
Instagram has a lot of interactive features in its story functionality. Use it! If you're not sure what your followers really care about, use the survey to be sure. It's possible that you've created content for something they're marginally interested in, but they're really curious about how you created your product's landing page, or how you scaled your business in a year. Instagram influencers and bloggers especially swear by functionality because it can have surprising results. You may think your followers want one type of content when they really want another.
Be open to what you haven't yet considered. In addition to polls (which allow followers to choose one of two options), use the question and answer feature so people can tell in their own words what they want you to talk about the most.
Related: 3 Keys To A Highly Effective Content Marketing Strategy
3. Host Q&A on Facebook or Instagram Live
While using the story features is a great way to get your first glimpse, it also depends on what your viewers are doing as they scroll through your story and whether they currently have the time, interest, or energy to get involved engage. “Another great way to strengthen your content strategy is to host Q&A live on Facebook or Instagram,” said Sarah Lefebvre, CEO of Localiz. "Followers may be more likely to send questions if you respond in real time, and you can tell which gets the most response from the questions or engagement you get as you scroll through different topics."
Even better – since only a fraction of your audience will tune in live, you can use the answers and strategies you talked about in future posts. Save the video, take notes, and convert it into your own posts. Now that you know for sure that it is something that people are interested in!
Related Topics: How To Capitalize Your Business On Facebook Live
4. Make sure you have a call to action in every post
After all, it sounds so simple, but it's often overlooked. Make sure there is a call to action in every single post! It doesn't have to be the same every time, but use something like "message me if you're interested" or "follow me for more like this". Even if you ask viewers to use a watermelon emoji to comment on whether they're looking forward to summer too, it'll encourage engagement and let you know who's paying attention to your posts.
Without a call to action, people just don't know how to get involved. Be clear, state what you're looking for, and give plenty of directions to viewers and followers. All of these result in a direct message conversation or whichever KPI is most important to your business.