Are your social media posts generating very little engagement? Do you always share the same types of content? So let’s review 10 ideas to test to transform your editorial line and improve your performance! Social networks are very Jordan Email Address business, products, or services by building and engaging an audience that you might not have reached elsewhere. But for that, you need a coherent strategy, which requires, among other things, engaging content. And that’s what we’re going to see today! When I started working in my first box, I was quickly offered to take care of social networks. Great! A mission that finally changes me from the layout of the umpteenth PowerPoint of the sales team!
No interactions. Oh, notifications! Oh no, it’s just Jean-Mi who liked it because he is a handsome kid in the photo I posted. And Caro de la compta too, I’ve always found them both close. Ah, who is that? Finally a potential customer! Ah ok no… it’s just the mother of our new intern. Does this situation speak to you? This is certainly because the content of your posts is not engaging enough. So what can we do to improve all of this? In social media, we use the notion of engagement to qualify the different interactions that a user can have with published content, such as Alike or reaction Sharing. A click on a link, a hashtag, or a mention on a post.
Why are there so few interactions on my posts
A comment. A response to a story. If you are the administrator of the posting account, you have free access to all of these statistics to view the performance of your posts. The platforms also tell you the number of impressions of your posts. This number is the number of times your posts have been viewed by users. When we calculate the ratio between the number of impressions and the number of interactions of a post, we get its engagement rate. It is this statistic that makes it possible to really judge the performance of a post. The higher it is, the more efficient it is. Total interactions/number of impressions) x 100 = engagement rate.
For example, if a post has been viewed 3,000 times (= 3,000 impressions) and that it generated 30 likes, 5 comments, 40 clicks, and 6 shares (= 81 interactions), then we will consider that the rate of commitment is (81/3000) x 100 = 2.7%. So why is my engagement rate so low? In a B2B inbound marketing approach, social networks are channels used for the awareness and consideration phases. That is to say that we will mainly use it to make a prospect aware of a problem that he is currently encountering. This is probably what happened to you if you arrived at this article via one of our posts. We can also go a little further by making posts of the consideration type in order to help your target group to identify the solutions that they will be able to implement to solve their problem.
They position themselves too high in the purchasing journey
Buyer journey: the length of the sales cycle – Inbound Marketing. Content that is too far downstream in the purchase journey is not suitable for social media posts. To go to the end of this conversion tunnel, we will use other channels and techniques of the inbound marketing methodology. Posting on social media may seem straightforward. A link, a little catchphrase (when you have the time) and it’s folded. Yes, you made a post, but there is little chance that it will be useful to you from a business point of view if it does not generate a minimum of interactions. Each social network is a full platform with its own codes and specificities. Instagram emphasizes photos and videos, while Twitter is more suited to short, straight-to-the-point content. LinkedIn will, for example, be favored over TikTok or Snapchat to reach a B2B audience.
This is why it is advisable not to post the same type of post or the same word-for-word messages on each platform, in order to adapt it to the audience and to the uses of the network. When we start on social networks, it is tempting to want to be present on as many of them as possible because we hope to multiply the reach of the messages. On paper, it is an idea that holds up, but in reality, you will quickly realize that preparing, publishing, reacting, and analyzing your actions is time-consuming and will often not have the expected return on investment. Focus on fewer platforms by having previously identified which ones your targets use, and where it is best to publish based on your market.