How to Use Social Engagement to Drive Marketing

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I recently had a casual conversation with my husband about social media marketing. He works at a social media company, and I work at an online marketing company, so we get to discuss the ins and outs of marketing quite often. During our conversation, he made a comment about how most businesses just don’t get it when it comes to social media engagement. He said many businesses think of social media as a place to talk incessantly about their company, and then wonder why they only have a few hundred likes and hardly any engagement. The answer is that most social media users don’t want to read content that touts your company day in and day out; they want content that is about them—content that adds value to their life. As my husband and I conversed more, we talked about a few ways businesses can use social engagement to drive marketing rather than hinder it. Check it out.

Be the destination for engagement

People aren’t going to know—or care—about your company on social media sites, unless you give them a reason to. One of the best ways to do this is to generate content that interests, inspires, and entertains. Again, when it comes to social media, people are all in it for themselves. Thus, it’s important to make sure you are putting out content that helps make social conversations happen on your page.

One great example of this is Grammarly’s content strategy. Grammarly offers a simple grammar checker, but you don’t see them posting pleads on Facebook every day to use their product. Rather, they post funny comics, cool quotes, and real life grammar mistakes that make anyone who speaks English crack up. Grammarly does a great job of generating killer content that drives engagement, which in turn helps people remember that Grammarly is the place to go if you need a little bit of extra grammar help.

Give something away for free

Another excellent way to drive marketing through social engagement is to host a strategic giveaway. Do this by incentivizing your followers with a cool prize, and then ask members to enter to win by liking your page, submitting their email address, and sharing your page on Facebook and Twitter. Once you run your contest, make a big public deal about the winner and what they received. People love free stuff and love those who give out free stuff.

Once you have engagement, act!

Remember that driving social engagement is just the first part of your marketing goal. The end goal of your marketing efforts should not just be to have people simply like your Facebook page, but it should be to generate leads and capture new customers. That means your social media marketing strategy doesn’t end at content creation or even social engagement. It ends at a lead conversion, and it’s up to you to make sure you are generating sales. In order to make sure your social media converts to sales, consider the following:

  1. Once you’ve collected new emails from your giveaway, follow up with a killer email marketing strategy.
  2. Offer additional content that is useful to your followers and that shows them how buying other products would benefit their lives.
  3. Partner with your sales team to make sure they follow up with new leads.
  4. While you shouldn’t focus your social media strategy on your product, you shouldn’t completely abandon it either. Sneak in promotions, coupons, and information that encourage your followers to buy your product.

For more information about how social engagement drives marketing, contact us at OrangeSoda today.