Jared Atchison — August 26, 2019 — August 26, 2019
When you run an online business, your social media is everything. It’s an organic way to build brand awareness, grow a following, and position yourself as a leader in your industry. Beyond that, it improves engagement between your brand and its target audience.
Engagement with your audience is important because it’s what connects your brand to its customers. If your content sits on the web and doesn’t reach its target market, you won’t see growth or conversions. With 1.59 billion daily active users, Facebook is a surefire way to reach your audience and grow your brand.
If you don’t know how to communicate with your audience, it’ll be challenging to grow your customer base and increase engagement. Let’s look at three ways you can effectively engage your customers on Facebook.
1. Add personality
On any social platform, it’s important to humanize your brand so it persuades users to engage with you. If you come across unfriendly or unhelpful, it won’t encourage people to reply to your content or start a conversation. But if you have a friendly personality in conversations, it encourages people to interact with you.
According to a recent study, certain tones impact users’ perceptions of a brand’s trustworthiness and friendliness. They found that the best tones to use are conversational, casual, and enthusiastic.
Think about your brand voice and how you want to come across to your audience. Do you want to add snarky humor? Or should you take a more professional approach? Whatever the case may be, the main takeaway is that the voice you use to engage with customers on Facebook has to have personality and gain their trust.
Write down a list of adjectives and characteristics you want your brand voice to have. You’ll likely notice a similar pattern between them and realize that’s the voice you want for your business.
2. Set up a live stream
Facebook’s goal is to bring people closer together, and by adding a live stream feature called Facebook Live, it did just that. Live video receives six times more interactions than regular video posts, grabbing users’ attention and encouraging conversation. It produces an opportunity for brands to converse with their audience, answer questions, and ask users what they want to see next.
Facebook suggests these tips when using going live:
- Promote your live stream beforehand to increase viewers.
- Make sure you have a secure signal.
- Write an attention-grabbing description that makes people want to watch.
- Include CTAs for further engagement, such as asking viewers to follow you or receive notifications when you go live.
- Respond to users by name and reply to their comments.
- Go live for at least 10 minutes. The longer you run your live stream, the more people you can reach.
- Be creative with your live content and do it often.
HelloFresh turned their live stream into an interactive cooking show to cook with their followers, answer questions, and engage their audience all in real-time:
Creating a unique experience for your viewers by thinking outside the box is guaranteed to boost engagement and build buzz around your brand.
3. Use Facebook Messenger marketing
Although email is still the king of communicating with prospects and customers, new competition is in town: messenger marketing. Now, brands can use Facebook Messenger marketing to connect with website visitors.
When users are on your website, they receive a popup from a Facebook chatbot that encourages them to start a conversation. This improves customer engagement, broadens your brand reach, generates leads, and collects data about your visitors so you can refine your marketing strategy.
Chatbots help to collect customer information and pinpoint their problems so your brand can find a solution. It also provides a new way to engage with visitors and keep their attention. Use them to deliver content, offer stellar customer service, collect data, and convert visitors into email subscribers.
Facebook Messenger offers an easy way for customers to stay updated on their purchases, get information on different products and services, and receive discounts:
Wrapping it up
When it comes to prolonging engagement and reaching your audience, Facebook is an invaluable tool for marketers. With so many active users on the platform, it’s essential to find your target market and cater to them in new ways. Live stream and chatbots are both creative ways for your brand to collect leads, grow an email list, and boost engagement. It’s essential to add personality in your strategy so users feel like they’re engaging with real people rather than bots and businesses. How will you engage your customers using Facebook?
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