Utilizing engagement rates for an effective social media strategy

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Social media engagement rates are ripe with opportunity.

These valuable content “advisors” provide you with rich insights you can analyze to inform and improve your marketing strategy.

Not only do engagement metrics highlight key areas your audience interacts with most, but using this information can help you hyper-personalize your content so that it’s completely tailored to your target audience’s preferences.

Over time, producing content assets in line with your audience’s behavior can help you build trust, generate leads, and foster meaningful relationships with your customers.

If you’re ready to uplevel your social media strategy using social media engagement rates, read on to discover some tactics you can apply to do just that.

Conduct a business analytics and engagement metrics review to keep your social media marketing strategy up to date

When analyzing engagement rates on social media, it’s important to consider various types of business analytics that can provide insights into your audience’s behavior.

These metrics may include:

  • Lead generation metrics, such as web traffic, lead quality, and conversion rate
  • Engagement rate, calculated by taking the number of engagements divided by the number of followers and multiplying that result by 100
  • Impressions
  • Likes
  • Comments
  • Campaign sales and revenue
  • Story views

You can also use a social media listening tool to track branded mentions and other user-generated content assets to get an inside look at what online users have to say about your brand.

Of course, monitoring these insights is one thing — applying them is another. Consider working with a marketing analyst to determine how to apply these insights to keep your social media strategy up to date.

Use engagement rates to establish a social media posting schedule

When and how frequently you post on social media influences the levels of engagement you observe. Your posting schedule should vary based on when and on which platform your audience is most active online.

There’s an optimal posting frequency on social media platforms, but to discover the right frequency for your brand, you’ll need to conduct some testing.

For instance, you might discover that your audience engages most when you post three to seven times per week on Instagram, once or twice daily on Facebook, and anywhere between one and five times per day on Twitter.

Make sure your marketing team notes the ideal frequency rate you uncover by using a shared Google calendar or a productivity tool to make sure you’re not skipping any dates on the schedule. Continue to monitor your audience metrics and adjust accordingly to target followers when they’re actively online.

Monitor engagement metrics to discover which videos your audience interacts with the most

Social media platforms have introduced a number of video-specific features. This indicates that video marketing is a crucial component for increasing engagement rates on social media.

There are several strategies you can employ using video marketing that can help you drum up even more engagement. Consider the platform before determining the type of video content you’ll release.

Engagement on social media is difficult to accomplish because there’s already so much content and users have no time to spare. This means that the videos you produce must be relevant, valuable, and entertaining. For instance, creating short explainer videos with a powerful AI voice generator can have a huge impact on both your video quality and engagement rate on social media.

Not only can you use AI to produce videos in a fraction of the time, but you can also use it to brainstorm video ideas, scripts, and captions.

Your best bet? Uncover which videos your audience interacts with most and then use an AI writer to plan and produce similar videos.

For instance, if your audience can’t get enough of your keto recipe videos, grocery shopping vlogs, and guest interviews, pour more time into producing those types of video assets. You can also poll or survey your audience to uncover more video themes and topics they’d like you to cover in your social media content.

Boost engagement rates by including your social media handles in your brand collateral

To improve social media engagement, include your social media handles in your brand collateral, such as in your email newsletters, business cards, and print media.

Be sure to also add social media buttons on your website, landing pages, and blog. You can also cross-market — for instance, ask your Twitter followers to follow you on Instagram and your Facebook followers to follow you on LinkedIn.

Sweeten the deal by asking them to take a specific action once they follow your accounts in exchange for a freebie.

For instance, ask users to like your Instagram page, post three comments, and tag two friends in exchange for the chance to win a giveaway prize or digital download. Choose your freebie based on your audience’s preferences.

Not only does this strategy help you increase followers and engagement rates, but it’s also an effective lead-generation tactic if you have users fill out an opt-in form to claim their free offers.

Review engagement metrics to discover which writing style your audience aligns with

Review posts with the highest engagement to uncover the kind of writing style your target audience aligns with.

In order to elevate your social media engagement rates, you may need to invest in quality content creation and subject matter experts. Consider using job forums to post freelance writing jobs to onboard or contract skilled writers that are experienced in helping brands improve their social media presence.

If you run a social media content agency and need to go on a mass content writer hiring spree, consider using international HR software to safely hire and onboard remote workers.

Before solidifying your writing team, have a look at each candidate’s portfolio and the previous brands they’ve worked with. Make sure their writing style, tone, and formatting line up with your needs. You can also schedule a test run to see how they perform in real-time before officially bringing them on.

Utilize engagement rates to uncover and double down on value-driven content

When crafting a social media strategy, it’s important to consider your audience’s needs and interests so you can continue delivering value-driven content.

For example, if you run a pet-related business, offering helpful tips on pet care or even exploring options like dog insurance can go a long way in increasing engagement rates.

Take this example Instagram post by Pumpkin that outlines how dogs get heartworms and how preventative medication can help protect them to see what we mean:

StudioSuits is another great example of a brand that has leveraged social media to create value-driven content and build an engaged community around its products.

As a brand that’s well known for producing quality tailored pants for men, its social media channels are a crucial part of its marketing strategy as they point to key content assets its audience values most.

For instance, a theme its target audience loves seeing is the “Customer Order Spotlight” images StudioSuits posts to show its followers what “done” looks like when a customer orders a custom-made suit:

By regularly posting high-quality content that resonates with its target audience, StudioSuits has been able to build a loyal following of customers who are passionate about its products and are happy to recommend them to others.

To mirror StudioSuits, jot down your audience’s top pain points and how your product or solution helps.

Next, take a look at the value-driven content assets your audience engages with most on your social channels. This may include content, such as tricks, hacks, tips, examples, and best practices. Take notice of what’s resonating with your audience and double down on these topics when planning your future content batches.

Analyze engagement to discover which calls to action and connected landing pages drive the best results

Monitor your social media funnels to see which calls to action (CTAs) and landing pages are getting the most clicks and helping you reach your campaign goals.

Use this information to build more strategic social media funnels that can help you hit your sales targets and campaign objectives.

For instance, if you sell weight-loss medications, and your goal is to increase traffic to your Wegovy online prescription page, take a look at all of the related demand-generation campaigns you’ve run on social.

What content did you cover? What CTAs did you use? Which landing pages corresponded with those CTAs, and how did your audience engage when they visited them?

For instance, did they resonate most with “Learn more about Wegovy today”? Or was “Discover Wegovy weight loss success stories’ the winning plug?

Did they interact more with a stand-alone web page that focused on one core benefit of using Wegovy? Or did they engage more with a landing page that was built into a more robust website where they could further explore the product in detail?

Take note of these specific messaging styles and landing pages and repurpose them for use in future campaigns.

Wrap up

While we’re just scratching the surface today, we shared seven valuable ways you can apply the insights you gather from social media engagement rates to improve your marketing strategy.

Now, set up a meeting with your team, comb through the data, and begin strategizing ways you can personalize your social media campaigns to your audience’s preferences.

That’s it, for now, marketers.

Here’s to your success!

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