How to Increase Social Media Engagement

Although social media engagement has dropped by 50% over the last three years, 92% of marketers still believe that social media is vital to their business. This is probably because social media marketing doubles the conversion rate compared to traditional outbound marketing methods. 
Why? Because social media engagement strengthens brand loyalty, builds customer-brand relationships, and increases word-of-mouth advocacy, which is a much more effective conversion tool than advertising.

So, what’s caused this massive drop in content engagement? A common business misconception that simply being on social media is enough.

Showing up isn’t enough anymore. Intelligent marketers know that you can’t just throw a bunch of posts out there and hope that something sticks.

Audiences today are so desensitized by the flood of content that brands need to find new ways to proactively reach out, rather than passively waiting for them to engage.

If you’re seeing a decline in your engagement rates, here are five tips to break you out of your slump.

1. Be Active

The number one key to social media engagement success is to build long-term, meaningful relationships with your audience. Viral content isn’t going to cut it anymore. What audiences really want is responsive conversation, interaction that they know will make a difference.

Most brands have adopted social media, but their engagement efforts have generally only been one-way. They’re using social media as a bullhorn, rather than the walkie-talkie it’s designed to be.

If brands don’t respond to comments or messages, it screams, “We don’t really care about you.” Consistently responding to followers can create a domino effect, starting with an increase in your post’s organic reach and visibility on news feeds, leading to even higher engagement rates.

Respond quickly and consistently to as many comments as possible; never use cut-and-paste responses.

Flaunt Your Personality

People will judge your brand based on the way you interact with them on social media, so always be genuine. Understand your social media brand voice!

This is particularly important because 80% of people on social media choose to follow brands based on whether their content feels and sounds genuine.

In fact, people often unfollow brands for not having a personality, or for using slang and jargon that doesn’t match their brand voice.

“Don’t just give your customers something to talk about, give them somebody to talk about.”

Jay Baer

Whether you’re sassy like Wendy’s, or quirky like Starbucks Coffee, know who you are and don’t be afraid to let that personality shine.

P.S – Try replying to comments and messages with GIFs or memes occasionally  Its’s an easy way to inject some fun into your page.

3. Don’t be afraid to ask for feedback

Ask your followers for feedback on your service or product and respond to each of their comments- especially the negative ones.

Start a conversation about a trending topic. Ask what questions they would like to see answered in the next blog or post. Ask them how they tackle certain challenges or what was their best experience with a certain product. The more you know about your audience, the easier it will be to come up with great questions and better content. Increasing social media engagement moves beyond extracting likes to making real connections with consumers.

Alternatively, set up a poll just for fun. Twitter, Facebook, and Instagram all have built-in poll functions for you:

4. Set a clear call-to-action

If anything, 2019 is the year of transparency. The cultured audience knows when they’re being tricked into something and 66% of consumers feel deceived when they realize they’ve been baited into reading sponsored content.

The main takeaway is this: be upfront with what you want.

Using words like “follow”, “retweet”, or “follow” can result in 20x the engagement rate compared to posts without clear CTAs.

5. Recognize your fans and post user-generated content

@frank_bod on Instagram–
With their catchy hashtag, #letsbefrank, and an army of influencers in tow, Frank Body created a community that consumers were desperate to be a part of it.

Fans appreciate being recognized by their favorite brands, and reposting UGC is a great way to strengthen your community and potentially increase sales.

Don’t believe me? See how the ‘InstaWhopper’ campaign by Burger King gathered over 34,000 coupons in 3 hours. Or, how this #AIRMAXLINE campaign by Nike resulted in over 15 million impressions and an increase in social media engagement in just two weeks – 100% organically.

Basically…

At the end of the day, social media is all about building relationships. Be a good listener, be authentic, be consistent, but shake things up sometimes. And remember that it’s not just about you and your needs.

In exchange, you’ll get a better understanding of your consumer base, which will help you to build better products or provide better service– both key components in improving your business.

Remember, relationships also take time to build, so don’t be disappointed if your engagement rates don’t immediately increase overnight.

Most importantly, social media is a continually evolving playing field, so be ready to adapt your strategy at any time.

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anisha T March 31, 2019 0 Comments

5 Ways to Practice Psychology in Marketing

Psychological insight is just as valuable as technological advance. Successful marketers regularly employ psychology in appealing to consumers. There are 5 ways marketers can utilize psychology in marketing.

 

1. Transparency Builds Trust

Ignorance is not Bliss: Consumers want to know everything. They have an interest in knowing not only about a product, but what’s in the product, where its component parts are sourced from, how it is made, and what business processes and values guide its creation.  When consumers see that you are being open with them about your business practices, brand standards, and products, they are more likely to give you their customer loyalty.

 

2. Emotional Branding

Now consider a business. If it were between two advertisements — one that simply talked about products, and one that made you laugh or cry — which would “wow” you? The second one, right? Story-telling especially works with ads that aim to increase brand awareness. An example is the Nike ad Dream Crazier for Women’s Day. By sharing the inspiring progress of women in sports, Nike not only delivered an ad that resonated with its audience but aligned with their brand image of strength and determination.

 

3. Promote Exclusivity

Cater to your customer’s ego by making them feel special if they were to purchase your product. By making your product somewhat unreachable (through limited editions or offers), you can increase the desire and urgency for it.

 

4. Take Advantage of FOMO

One of the trademarks of social media is that people want to be part of events as they unfold. FOMO refers to the Fear of Missing Out. FOMO marketing techniques use countdowns, promote experiences, and display social proof. Take Calvin Klein’s underwear campaign, #InMyCalvins, for example. They are encouraging women and men around the world to post pictures of them in their Calvins, with the hashtag. 

 

5. Color Psychology

Yep, I said it. Different colors actually make you feel different emotions. Color plays a major role in evoking emotion. Have you ever walked into a room and immediately (and inexplicably) felt some type of way? This is called color psychology, and a many of businesses and organizations use it. Sports teams choose jersey colors that excite their players and audiences. Therapists paint their offices to instill tranquillity their patients, and movie producers design the color scheme for posters and trailers that provoke feelings of fear or surprise.

The same goes for brands. Consider the Coca-Cola red or Starbucks green. Red evokes strong feelings such as love, excitement, and joy. In the case of Coca-Cola, red portrays positive, friendly energy. On the other hand, green is often associated with harmony, balance, nature, growth, and health — all components of the Starbucks brand and “green” movement.

 

In Conclusion…

Across all forms of media, marketers invest money, creative energy and time into targeted messages meant to improve sentiment towards their brand, convince new audiences to buy their product and encourage existing customers to complete repeat purchases. Their success, of course, is dependent on their ability to influence customer behaviors, which makes marketing a play on consumer psychology.

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anisha T March 27, 2019 2 Comments
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Local vs. Tourist Mentality – Indian Edition

Ah, magical, vibrant, spiritual India. A country so full of smiling faces and possibilities. I remember coming to Mumbai in December 2017. India presents an enthralling combination of modern and spiritual life. However, traveling around in a chauffeur-driven car or air-conditioned train, and staying in comfortable accommodations can be deceptive. I came back to Mumbai in June 2018, and this time it was for more than a few weeks. I was now going to live here for a year, without my family and friends. I soon learned India is quite complex, with many interesting customs, and adversities I wouldn’t expect to come across back in 2017.

The beautiful mountain valleys of Himachal. Luscious fields of vivid green juxtaposed with barren, rocky mountains.
India is full of contrasts.

India and its Contrasts

Now, let’s be honest, India isn’t always aesthetically or aromatically pleasing. Initially, the dirt and decay, and my lack of material possessions troubled me. But as I looked beyond these superficial things, I found unexpected beauty in everyday joys. A tiny temple on the roadside, the rich smell of incense that weaves its way through the air at dusk, a bright bird at my window, I started to see India through new eyes and began to appreciate India’s contrasts: I smelt it in the unpleasant odor of feces which turn to the lively aroma of street food and spices. I saw neighborhoods with incredible poverty adjacent to the most luxurious suburbs. Around me, beautiful women in vivid saris wandered amongst dry, barren land.


 Dharavi is barely away from Bandra Kurla Complex, which is India’s most lucrative business district, and one of the richest in Asia

I got 99 problems…

Whenever I visit India, I always feel a rush of altruism to “fix” all its problems. It can be infuriating to live in a country where child labor, sex trafficking, and deep-rooted corruption exist. 9 months into my stay, I have noticed that I’ve disregarded many of India’s issues that I felt deeply for in the past. Was I at last truly accepting India and appreciating people’s determination to survive, and thrive, despite the adversities? Or was it apathy, and too much of a “chalta hai” attitude setting in? Slumdog Millionaire is not India’s reality. Albeit much of rural India face the difficulties represented in the film, there is, however, a much brighter side to this. Citizens fight against injustice and have succeeded to quite an extent.

#StreetKultureIndia – A street art initiative to bring social justice and media bias awareness

Of course, like in any country, there are bad people in the world who commit the most monstrous crimes, but most locals are, in fact, the most hospitable people I have met. Before arriving, everyone warned me the city was intense and overwhelming. After a lot of thinking, I grew wary about what I would face here. But nonetheless, My adventures in India have taught me to fear less and trust more.

Roadside market in Versova

Tourist turns Local?

Hindus believe strongly in kismet ka karvat lena, the turn of fate. Anything is possible, and there’s always hope and faith that circumstances will change for the better. My first few months in Mumbai was particularly tough, as I struggled to be more tranquil and set boundaries with intrusive people. If any parts of your personality are flawed or require development, it’s certain that life in India will bring them swiftly to the surface. Now, I’ve come to believe there’s a solution, a creative jugaad, for everything in India. Living alone in this sensational country has colored my life with wisdom, as it slowly reveals itself a little more each day and continues to shape who I am.

Hindu Deity Laxmi- Believed to bring good luck and wealth.

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anisha T March 26, 2019 0 Comments