Learn How Engaging With Your Audience Can Help You Sell More
When we talk about Digital Marketing strategies, it’s almost impossible not to think about good social media management, right? And this includes not only having well-defined editorials, persuasive copies and an iron fist to make effective Social Ads (that is, converting more for less), but also knowing how to relate to your base to ensure reliability, building authority on the subject and recurrence.
In this text you will know some pillars to be observed in the management of your social media, more specifically in the relationship with the audience. To deepen your knowledge in the area and develop successful strategies, access our “ Definitive Guide to Social Networks ”.
Unlike other times, social media has made communication between brand and user horizontal. If before, companies guided the topics to be discussed by consumers, today they have a voice to bring their interests (and what they dislike) to the company’s knowledge, whether in the form of public comments or evaluations.
And, for this horizontal scenario to be positive and work in your favor, it is necessary to pay attention. Be empathetic to what your audience says, both about your product and content and formats.
If a question is recurrent in communication channels, for example, why not make content (such as a video or blogpost) about it ?
Also, don’t leave users talking alone : if someone has taken the time to comment on your post or send a message to your company, that person not only wants to be heard, but also expects to be responded to. In this horizontal scenario, remember that your brand is perceived as a persona on social media , to whom this user will turn when needed, and no one likes to be left in a vacuum .
A friend of yours posted an Instagram Story a few minutes ago about a topic that makes you want to talk to him about it. What do you do?
It’s a risky guess, but I imagine you answer his Story so you don’t lose the thread, comment something and, from there, you start a conversation. You know you could send an SMS, send a message on WhatsApp or even call him, but the fact that he posted something there makes you think you’ll respond faster through this channel, right?
This same logic applies to your business and your audience. Even knowing they can get in touch through the website, phone or other official channels, people will look for you through Instagram, Facebook or other networks to answer their questions because they know there is a greater probability of a quick response.
In order not to break expectations, do not respond in 24 hours or more : try to respond quickly, preferably within 6 hours. Also, your language should be objective, but always polite and considerate.
We’ve come to the part that you should definitely be paying close attention to: the conversion.
You adapt your material to different social media, parameterize the links and publish everything correctly. Your audience clicks, converts, and (plim!) you now have leads. Sounds simple, doesn’t it?
Maybe it’s even simple for a first conversion/purchase, but I’m sorry to cut your highs: when you reach the end of the sales funnel , the game starts again . Or, better said: you pass the level and, with it, gain complexity in the journey – now, you need to create recurrence .
And how can this be done? If your source of leads is content offerings, when interacting with your audience on social media , you may have various insights into topics to address or more palatable formats. If your funnel is shorter and the intention is to get the user to fill the cart one more time, you can take advantage of trends in social media and holiday dates to get the audience to check out your products.
In the example below, Skol took advantage of the arrival of the Korean group BTS in Brazil to promote its brand, not only appropriating the hashtag #WelcomeToBrazilBTS, used by fans to greet members, but also associating the group’s name to the product.
As a result, Skol received more than 2,000 replies in this post, 5,542 retweets and 16,000 likes. And not only that: interacting with the comments that appeared in the publication, it managed to strengthen the relationship with consumers in this niche who, possibly, will prefer to drink this brand of beer over another when they have the option.
Okay, but what about the conversion? In addition to getting a good laugh and surprising the audience, the brand also drew attention to a Landing Page that granted a discount coupon for the purchase of products in exchange for… a registration and authorization to send content to these people via email and SMS. Plim: conversion!
Another example of conversion is due to some of the posts we make, taking advantage of current trends to draw the attention of our audience. Entering the fever of users with Snapchat’s baby filter, we made the video to publicize a content with our amazing Bruno Volpato using the Snap Lens of the moment and we exploded in engagement in this publication!
Still thinking about Skol’s example, imagine that one of those people who interacted with the brand found the idea so cool that it gave RT in the publication? This, my dear reader, can be called a recommendation . This user, when sharing material that promotes a brand for free (even if referring to the BTS), ends up approving the product and can influence his followers.
Bringing it offline would be like talking to a friend about the action and how cool it was. In terms of branding , this would be called brand awareness , or brand recognition – a super important asset to make your company known and (why not?) loved by consumers .
According to a study by Referral Candy , about 83% of consumers are willing to recommend brands they trust . However, many brands fail to exploit this potential and encourage this indication.
To get recommendations from your consumers (in the case of your product) or your audience (to get more followers, more engagement or more reach in your content), the recipe is simple: speak the language of your audience and generate identification . Encourage dialogue with and about your brand – if the experience is positive, people will talk about it.
If you pay attention to your audience’s behavior, interact with them in a humane way and earn their trust by offering content that has to do with your audience, you will not only get a recurrence, so that they continue to accept your offers, and a recommendation for p