Is there anything better than when consumers engage with and share the marketing campaign you have spent hours perfecting?
Social engagement has become the new yardstick by which we measure success, but why do some campaigns get an abundance of likes and shares, while others fall flat on their face? Here are five tips on how your ad content can create social engagement:
1. Understand the consumers
Firstly, you must get to know your target audience and understand their buyer's journey.
- What channels do they prefer?
- How do they speak?
- What kind of content engages them?
Knowledge is essential for creating social engagement. When you have gained a basic understanding of their behavior, you can begin to deliver content. Focus on so-called professor content, where you educate the consumers. This can be everything from answering FAQs to creating a DIY video. If the content is helpful people will share it with their friends.
Mimic the tone of voice of your target group when you advertise on social media. Remember that consumers are just ordinary people, like you and me. So don’t use an overly formal tone with them. If you answer comments, be sure to sign them with an actual name, so the consumers get to know the faces behind the brand.
2. Respond instantly
Just a couple of years ago, consumer expectation for a brand's response time was 1-2 days. Due to change in consumer behavior and access to digital media, this has drastically changed. Now consumers expect to get an answer to their question instantly, either by acquiring it on your website or by messaging you on social media.
To create social engagement, your brand should be able to respond and engage with the consumers in real-time. Respond to social happenings and make sure the consumers know you appreciate their engagement.
Take, for example, the way Norwegian Air Shuttle took advantage of the sudden split between Hollywood superstars Angelina Jolie and Brad Pitt, by promoting a one-way ticket to Los Angeles. The campaign received massive international attention and the most honored prize from Epica in 2016 - Grand Prix.
The aim of programmatic advertising is to personalize the ad message to specific individuals. Relevant content creates consumer engagement, loyalty, and conversions.
The opposite strategy, where you mass distribute ads to an undefined target group, won't attract the same engagement.
The majority of travel agencies, for example, take advantage of retargeting because most consumers have to research the destination and other aspects related to traveling before they make a purchase. So after a potential customer has visited the website of a traveling agency and showed interest in one destination, they will subsequently receive personalized ads. The goal is to bring back previous visitors and convert them into happy customers. Just remember to turn off the retargeting after the person has made a purchase.
4. Choose the right channels
This section is closely related to consumer knowledge and understanding. Different target groups are active on different channels. You have to find the right channels for your brand if you want to create social engagement.
When you have selected a marketing channel, it's important to develop a strategy precisely for that channel. Find out how the consumers interact on the channel:
- Do users mainly share content with friends, or do they comment on articles written by strangers?
- What's the preferred type of content? Picture, text, video?
- What purpose is the channel used for? Educational, entertainment, communication, self-promotion?
Through interacting on social media channels, the consumers will develop a more personal relationship with your brand, which in turn creates engagement and loyalty.
5. Be visible on search engines
Most consumers have a smartphone, and it's easy for them to access information. If you want consumers to consider your brand before making a purchase, it's crucial that you show up when they use search engines.
For example, a woman sees another woman with some elegant heels. The main characteristic about the shoes is the red sole. She immediately takes out her phone and searches for “red sole heels”.
Now, if you are selling shoes with red soles, you should be at the very top of the search result. Otherwise, it's as if your business doesn’t even exist, and it will be impossible for you to make an impact. You should, therefore, educate yourself on what keywords your target group is using and how you can position yourself when they are doing searches.
With these five tips, you should be well on your way to creating social engagement around your marketing campaigns, improving both their impact and conversion rate. If you want to learn more about different marketing strategies, you should have a look at the checklist we made about dynamic content creation: