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October 28, 2015

Building the Rhythm of Engagement

By Kate Ellis
Did you miss our awesome #MagnetMarketers session on how to build engagement with your customers? No worries, we've got you covered. Here’s what we discussed, featuring Jessika Phillips, April Heavens Woodcock, and Mike Gingerich.

Over the last few sessions, we’ve been talking about buyer personas, tone of voice and social media strategies. Now it’s time to move onto engagement, or how you build a rhythm of engagement.

The number one thing to consider is volume and consistency. We’ve said it before and we’ll say it again: be consistent! In order to build that engagement rhythm content has to be regularly posted. Your audience needs to get to know you and have expectations of you. How will they expect to hear from you and think about how that can be different between social media platforms. Twitter and Facebook can have posts with differing times and frequency.

But don’t expect to be able to go AWOL and still have continuity over time. Remember, you’re essentially competing with your audiences friends.

A good rule of thumb is to post at least once a day. A Facebook post only lives for about 24 minutes. Normally, people will not go back to your wall or your page to see content. It’s all about the news feed, and a lot of content gets lost in the news feed.

Instead of thinking about posting your own content multiple times a day, find others who you can engage with. Share from others. Share content who your audience would want to hear from.

Although being consistent and posting often is extremely important, don’t forget that quality trumps excessive posting. You want to post often enough to be seen and relevant, but never sacrifice your quality, or you risk losing your credibility. You want to have people look for your posts, not groan when they see what you're sharing.

You can do that by showing your audience the love. Answer questions, comment back, and reach out beyond your page and find other people’s information. Participate and listen. That’s how relevant content becomes viral.

This brings up a question: how to manage your time and keeping up with communication?

Don’t spread yourself too thin. Stick to the right platforms for your business and audience, and use a post planner. Use a dashboard to communicate back with your audience and manage conversations. HootSuite is one great way to do this or try Sprout to manage your pages. Commit to a certain turnaround and allocate time to communicate back.

Want to watch the whole conversation and learn even more about engagement and hear a breakdown of all the different social media platforms? Check it out by replaying this session here. Join us on Tuesdays at 4 p.m. EST for #MagnetMarketers.


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Tags: Social Media Marketing, inbound marketing, Engagement


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