Your business’s marketing plan should include actively engaging your fans through your social media pages. But good engage-ment is not about posting just anything—it’s about understanding your target market and catering to their interests. Follow these tips to help boost your social media engagement and build brand credibility. Be Purposeful As a professional business, your goal should be to post informative and educational content that is relevant to your industry. This helps establish your credibility as a trusted source for valuable information. Posting consistent and quality key messages helps create a recognizable brand both on and off social media.

Be Yourself

Expressing your personality through your social media pages paired with accurate educational content is a dynamic technique to increase engagement. This can be done by showing fans what is happening around the office or in the lives of you and your staff. Welcoming fans in on a more personal level fosters the sense of connection and loyalty. Fans who feel a connection will be more likely to interact with your posts and share your social media pages with their network.

Be Visual

Facebook posts that feature visuals receive twice the amount of engagement than those without images, and adding images to your Twitter updates can generate 150% more retweets, according to Buzzsumo. com, a content research site. When adding visuals to your social media posts, ensure they are 1) professional and clear and 2) relevant to the post’s content. Visuals can be photos, infographics, videos, links or images with overlay text.

Be Social

Simply having social media pages set up is not enough. In order to boost engagement, increase your following and keep your current fans interested, you must be com-mitted to staying involved. This means replying to comments or messages in a timely manner. You can also spark engagement by asking for fan feedback on various topics. Actively participating on your social pages also boosts your search engine optimization (SEO), which can help you rank higher on a search engine results page.

Be Buzz-Worthy

Facebook is a valuable channel or hosting contests, polls or giveaways. To attract attention and reward your current social media following, consider including interactive or promotional posts in your marketing strategy. From sunglass discounts in the spring to back-to-school savings in the fall, giving fans a chance to win an item or access a discount can boost engagement and encourage them to share your posts on their feed. Baffled about what kind of content to post or which images to feature? Visit social media pages of your favorite brands and see how they are engaging with their fans. Then consider your target fan base and determine what types of information they would be interested in consuming. Once you have this established, you can begin writing posts and start engaging with your fans!

Samantha Toth is the resident marketing rockstar 
for Innereactive Media, a full-service marketing company 
 specializing in the optical industry, in Grand Rapids, MI.


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