Tag : Social Media Engagement

The Essential Guide to Engaging With Your Audience

The Essential Guide to Engaging With Your Audience

You’ve got great ideas for new content and ads, but how do you know who to target? It’s safe to say that your new boat engine isn’t going to be a hit among lower-income twenty-somethings, which is why you’ll need to speak to the right audience.

But first, you’ll have to find them!

Identifying Your Audience
A tried and true method of finding the right audience is to craft a buyer persona. A buyer persona is an imaginary representation of who you’re selling to, and it makes sure your content is appealing to the right person. Here are some questions to help you create yours:

  • Where do they shop?
  • What social media platforms do they use?
  • What do they wear?
  • Where do they work?
  • Are they married?
  • Do they have kids? How many?
  • What’s their family situation?
  • Where do they live? (Think city, but also house, apartment, etc.)
  • What’s their financial situation?
  • What do they spend money on?
  • What’s their name? (This can help you remember that your audience has real people!)

Get as specific as you can! Once you’ve identified exactly who’s buying, you can figure out how to engage with them!

It’s important to remember that engagement best practices will vary from platform to platform, so it’s best to optimize your strategy for each social network.

Fair warning: Facebook is one of the most difficult sites for engaging your audience. You want to have genuine, organic conversations, but Facebook’s algorithms tend to prioritize paid content. However, there are some workarounds!

Creating a Facebook group for your business is a great way to foster natural engagement. It will provide a space for your audience to interact directly with your brand, and it isn’t subject to the same algorithms that are at play in the news feed.

When people like your posts, invite them to like your page! They’ve shown that they’re interested in what you have to say, so encourage them to take that final step!

To draw in your audience, you’ll need to create Facebook ads. When writing, keep a clear idea of your buyer persona and what they expect from your brand!

When looking for new people to engage with, search by hashtags that your buyer persona would use. It’s all about meeting your audience where they are, not trying to change them!

Another great tactic is to look at who’s following your competitors. If they like what a similar business is selling, they’ll probably like you, too!

Once you’ve found your target audience, what do you do? Like their posts, reply to them, just show them that you’re sincerely interested in what they have to say! Retweeting and quote tweeting are also some great platform-specific tools you should use!

The strategies for finding people on Instagram are almost identical to Twitter’s plan: search hashtags and find who’s following your competitors. However, Instagram has one key advantage: location. If you have a brick and mortar store, go after people in your area!

You’ll want to like and comment on posts as always, but don’t stop there. Ask for permission to share a potential customer’s post! Decide whether it would fit best as a post or a story, then show that user you value them by sharing their visual!

Join groups to find people! These are especially great because you’ll have a common interest to start a conversation. Additionally, you can search for people based on their job title and location. If someone has a job title that usually sends you referrals, then you should connect with them ASAP!

For B2B brands, consider what businesses you want to work with and search for their employees. If you were able to connect with someone, why not go ahead and send invitations to the people they work with?

Of course, there are two very different paths on LinkedIn. A company account can be a great boost for SEO, but it’s irrelevant when you’re trying to engage your audience. If you’re looking to form connections, decide who in your company will be the human face that’s attracting attention on LinkedIn.

Some Guiding Rules
There are certain principles that will serve you well on any platform. These include:

  • Don’t make a sale on someone else’s post.
  • Make comments meaningful! Don’t just reply with a thumbs up.
  • Respond to positive and negative interactions, whether that be via comments or messages!

And there you have it! You have everything you need to find and engage with your audience in a way that’s effective and works toward your marketing goals!

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What Can $5 of Facebook Engagement Get You?


One of the key lessons we took from our improv session a few weeks ago was that we should roll with other people’s ideas.

We shouldn’t just tell them, “Good job.” We should join in. Add to their idea. Collaborate.

The Battle of the Beards was one of those ideas:

“Our Copywriter, Mike has a beard. Hey, so does our Social Media Executive, Bill. Why don’t we have them face off on social media in a beard battle!”

That was it, the whole idea. A beard battle. Just a silly update on social media. But as tends to happen in a creative environment, the idea soon snowballed.

The Idea Grows

Mike and Bill loved the idea. Maybe a little too much. They’d possibly been waiting for the day when they could one-up another man’s beard. Glancing at each other across the office thinking, “My beard is so much better than his. If only I had an opportunity to prove it.”

Luckily for them, they now had the chance.

Soon the silly suggestion was becoming a ridiculous reality. Mike and Bill both agreed to pose for some photos. But not before they each hired an entourage of beard stylists to ensure they looked delightful.

We had them face-off in the conference room, and soon the smack-talk started. “You call that a beard? I’ve got more hair than that on my big toe!”

To sort out the argument once and for all, we decided a post on Facebook where people could vote for the best beard through reactions would work.

But we feared that nobody would see the post. Facebook has started to change its algorithm so that it’s getting ever harder to get something onto other people’s feeds.

We tried to get Don King in to promote our post, but for some reason, he wouldn’t return our calls. Instead, we promoted the post through Facebook instead. We didn’t want to spend too much so decided $5 would do.

How we promoted our post with $5

Although our beard battle was a bit of fun, it’s still an excellent case study on how to run a Facebook Ad. We had a goal, a set budget ($5) and something fun to promote, now we just needed to create our ad.Since our goal was to increase the engagement on our ad, it seemed to be a no-brainer to use the Engagement ad type on Facebook.

The Engagement ad type allows you to optimize your ad campaign to gain more post engagement (reactions or comments), page likes or responses to your events.

Choosing a Facebook Audience

The first thing you do when creating an ad is to select an audience. In this case, since our post was about beards, we decided to hit an audience that was interested in beards.Fortunately, Facebook Ads tracks the interests of its users, and we were surprised to learn that there were plenty of groups for beards:

We further narrowed the audience down to 18 to 30-year-olds as we felt they’d be more open to the silliness of the post and voting in it.

This gave us an audience size of 88,000 which was more than enough for what we needed.

Budgeting and Scheduling our Facebook Ad

For the rest of our ad, we mostly stuck to Facebook’s default settings. We only wanted the beard battle to run for a day, so we set a lifetime budget for the ad of $5 and set it to run for 24 hours.We had the ad show up on Facebook (excluding Instagram) on mobile to keep costs down but also to ensure that anybody that saw the ad was in the position to react to it.

Creating the Post

Last up we needed to create our Battle of the Beards post. Thankfully our bearded men were happy to pose for photos. The post itself was based on an NFL Instagram post we’d stumbled upon:

Here’s our version:

Ad Results

After a week of excitement, the post (and ad) finally went up and almost immediately we started to get some reactions, although it seemed most of them were from Mike’s family.

Soon people not related to the contestants began to react. Our ads were working. In the end, we got great results both from our ads and organically. There was plenty of engagement:

Our ad results weren’t too bad either.

We reached 317 people with our ad, 44 of which reacted to the post. Just over 1/6 of people that the post reached engaged with it which was a good result and each engagement cost 9 cents.

What does this show or prove? Well first of all that our audience – people that like beards, were happy to engage in a post about beards! (Actually, after looking at the profiles of most of the voters, I could see that almost all of them had their own beards!)

But deeper than that, it proves that you don’t need to spend a lot of money on Facebook to get somebody to engage with your business. You simply need to find something that your target audience is interested in and go from there.

If our business sold cosmetics products for beards, this would have been a perfect opportunity to get potential customers interested in our business and our $5 of ads could have easily brought in a good return on our investment.

Especially because, as I mentioned, much of the engagement came from men with beards.

As it is, we don’t sell anything related to facial hair. But we succeeded in our own goal: to have some fun. Not just for us, but for the people that engaged with our post.Since the win, we’re happy to report that Mike hasn’t retired to the Bahamas. But he has been strutting around the office and stroking his beard more than usual.

Bill, on the other hand, has vowed to grow his beard twice as long for a rematch.
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What’s The Big Deal About Social Media Engagement?


Ah, engagement. The big “E” word. The thing all social media marketers strive for. But, why? And what does it even mean? It’s time to set the record straight.

Engagement is the interactions users have with your social media posts and accounts. It’s conversations, reactions, shares, and ultimately, close connections. In its definition alone, you should understand why marketers strive for it. Is your Facebook, Twitter, Instagram or Pinterest post’s engagement high? That means your content is compelling and conjures real interaction. If it’s low, that means it’s falling into the neglected void. No likes, no shares, nothing. In the end, a failure.

This is where we see the big differentiation between quality over quantity. You could have tens of thousands of followers and very little engagement. While it’s nice to have that number high, it’s pointless if people aren’t digesting your content. And THAT is what matters in social media, and is also what makes it so unique. Television commercials, magazine ads, billboards, and radio ads don’t have the luxury of this level of engagement. Instead, marketers can study ROI and profit numbers long after the fact. With social media, real-time analytics are immediately available. We can examine just how many people clicked, liked, and shared a particular post.

The whole point of social media is to get people involved with your brand. Lately, algorithms had further solidified this concept. If you begin to interact with a person or page more than others, your news feed will start to present more of that content. That’s the ultimate goal, a prime spot on viewer’s feeds. This is why YouTubers beg us all to subscribe, comment, and share. It’s all about activity, not broadcasting.

So, the big “E” has some value to it after all. Without it, you might as well call up your local news station and ask for their rates. Social media is where the people are, and we need to keep in mind the standard of this age of marketing, which is a close interaction between brand and customer.

Stuck on how to increase your engagement? Fear not! Our team of marketers study analytics on a daily basis and tweak our approaches so we can deliver the best numbers possible to our clients!

Contact us today to begin to connect with your online customers!

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