Let’s face it, not everyone has a blog, Facebook page or Twitter account for their brand or business. And that’s OK. Every idea doesn’t need to have a digital outlet attached to it, but more likely than not, having some digital presence can take a good idea, further. You or your team might be managing various social channels or perhaps you’re just interested in finding your digital sea-legs. The good news? There’s no shortage of opportunity to maximize your efforts.
We’re at the point where most businesses that are serious about carving out a niche for themselves have clued in to the power of having a digital presence. Having a great website or social feed is one thing. Having something that people actively and eagerly come back to is another. Below you’ll find a few strategies that can dramatically increase your measurable engagement rates. Things like return visits, increased CTR, eCommerce conversions and custom events that are specific to whatever it is you’re doing.
Depending on your brand “the news” will mean different things. More than likely the news isn’t going to be of the local “murder, crime and catastrophe” variety (although it could be). Carefully curated stories that your audience would find useful can go a long way. Instead of going to 10 different places to get what they want, your audience will begin to make the connection that your destination has what they’re looking for.
For instance, if you were a jazz club it might be a good idea to show album releases for the week. Or maybe you get all fancy and show upcoming concert gigs based where your audience is located. Maybe you just take the 5-10 articles you found particularly interesting and share them on your Facebook page or blog. The possibilities are endless. If your audience knows there’s always new stuff on your channels, they’ll be more likely to keep coming back for more.
If you’re creating content it goes without saying that you should be sharing it with your audience. You might be surprised how many brands have amazing content but fail to utilize it properly. You know the old saying, “if you got it, flaunt it.” But know how to flaunt it it so people actually take note, after all nobody likes a cheap floozy.
If you have photos make sure they’re going to all the visually based social channels like Instagram, Pinterest, Tumblr and Facebook. In addition, don’t be shy when it comes to sharing content from other places. That means point out things you like from around the web. Sharing never diminished anyone’s success. Unless you’re literally posting everything, there’s probably some great stuff out there that doesn’t originate from you or your brand.
A great way to make your audience feel like they’re important (because they ARE important) is to engage with them. That means asking questions. You might be surprised how willing people are to respond. After you get comfortable asking some basic questions that relate to your audience you can then start asking questions that can provide valuable answers from a market research perspective. What features or content does your audience like the best? What changes could be made to enhance their experiences? If they were running the show what would it look like? More often than not people are happy to share their ideas and lucky for them you’re more than happy to listen.
People love deals. That’s an immutable fact of the universe, I looked it up. When people get a discount on a product or service they enjoy, they feel good. Better yet, is when you get something for free. So treat your audience to a little TLC and offer them things that they could only get by checking in on one or some of your online destinations.
Let’s say you’re a restaurant and want to bring in some new customers. You could pay a service like GroupOn or LivingSocial to offer a large group deal but why outsource when you have all the tools to do the same thing those bigger services do? Offer a 10% discount to any customer who mentions a secret code posted on one of your social channels. People will oblige. Deals are a great way to get new users, as well as keeping your regular audience satisfied.