A recent survey by The Manifest discovered that almost half of social media users are more likely to interact with others’ content than post their own content.
This indicates two things:
- People are willing to engage with your social media content
- There is an opportunity for you to fill that desire by investing in a social media strategy
In this article, we demonstrate how to determine whether your business is maximizing its audience’s inclination to share and engage with social media content.
Use the information as a guide to developing more of the type of content that engages and converts your social media audience.
Review Social Media Insights
Social media metrics reveal the type of content your audience enjoys most. Make sure you take full advantage of the analytics tools each platform offers.
For example, Facebook offers “Insights” on the primary admin menu that provides information about how your posts are performing.
Your most engaging posts are a clear indicator of what type of content your audience likes to see.
Use this insight to shape your strategy around this sort of content.
Check Website Analytics to Determine Referrals
While social media insights are an essential part of understanding what your audience wants to see, businesses should also pay attention to what engages visitors on their website.
Examining the analytics of your blog or website helps you understand what content is engaging visitors and driving sales.
For example, if social media is sending traffic to your blog, but visitors aren’t spending time reading or engaging, it’s a good indication that your social content is not effectively converting audiences to interested customers.
Content that engages social media users without converting them to email subscribers or customers isn’t always negative. Growing social engagement is valuable, regardless of the intent it develops.
Content that does engage people on social media and your website, though, is a winning combination that you’ll want to replicate as often as possible.
Publish Content Designed to Maximize Engagement
Rather than trying to fix or adjust the content that’s not engaging your audience, focus on what’s working well and try to create more of it.
Once you’ve determined what type of content your social media followers like to see and which content engages them on your website, you’re ready to boost your engagement rates on both platforms.
For example, images remain the most popular type of content across generations. If a business sees that visual content performs exceptionally well, they can post more images to appeal to their audience.
You can also content to drive new people to your social media accounts and website by repurposing it into other formats such as:
- Infographics
- Webinars
- LinkedIn Slideshares
- eBooks
Repurposed content can also improve search rankings.
Use the data you collect around social and online engagement to improve your social media performance.
Use Data to Plan Your Social Media Content
Data provided by social media platforms, or “insights,” helps you understand what content your audience wants to see.
Other types of data, such as surveys and reports, offer insights about different marketing platforms that can guide your new content creation.
Combining social media, web analytics, and social media studies help create a data-driven marketing strategy that improves your chances of success across all your marketing platforms.
