Why it’s important to have a Content Engagement Strategy

A common question that we get is “how do we know if our social media is working?” There is a misunderstanding out there that you can’t measure social media effectiveness or return on investment (ROI). Good digital marketing strategies can excel in both the creative and analytics of your efforts on social media. The key to success is having a content engagement strategy.

We will discuss the 4  reasons why your business isn’t thriving on social media.

1. No Content Engagement Strategy

If you are posting and it sounds like crickets, you are not alone. Many companies struggle with how to get more engagement on social media. They wonder if their efforts are working, and unsure of what to change.

When it comes to increasing engagement on social media, it comes down to having an intentional content engagement strategy. Involve your employees. That means being able to communicate to employees about your company’s policies on social platforms and sharing what you do and do not want them to do. 

Engagement falls into several categories:

  • Likes
  • New Followers
  • Comments
  • Shares

Designing a Content Engagement Strategy

  1. Create a Content Calendar with scheduled graphics, captions, researched hashtags on appropriate platforms. We recommend keeping monthly calendars. Be flexible, but unless your business is dependent on rain or dependent events (such as sports tournaments or outdoor restaurants), content should be planned and approved one month in advance.
  2. Create a variety of engaging content. Is there a clear action for the customer to take? Do you want them to answer a question, buy now, make a reservation, follow your account, or apply for a job online? Be clear about what you are asking them to engage in. 
  3. Clearly communicate social media policies for employees.
  4. Put content engagement strategies on your agendas. The support of these must be from the top down. Have your senior leadership team lead by example, and encourage others to do the same. Sometimes employees feel they need permission, or don’t want to be seen as brown-nosing. Be clear that you want them engaging by commenting.
  5. Assign who is responsible for responding to messages. 89% of social media messages are ignored (Zipdo.com). Why does this matter? It communicates your brand’s commitment to your customers and makes you stand out from the competition by showing urgency and proper communication. Have a strategy in place for that, even if the response is that you’ll find the answer and circle back.
  6. Know that social media is a two-way street. If you ask followers to answer a question, reply when they do. If they tag you in a post, respond! Be gracious and professional.

Metrics to Measure Engagement

It is important to measure your engagement so you can see how to improve. The first way to measure engagement is the Engagement Rate Calculator. Engagement rates are the currency of the social media marketing industry and measure how much of your audience actively engages with your content. 

Another way to measure engagement is the CTR (Clickthrough Rate). This is the number of clicks that your ad receives divided by the number of times your ad. 

What is a Click-Through Rate or CTR?
  • The default technology to analyze social media ROI is undoubtedly Google Analytics.
  • Assuming you have this not only integrated with your website but also shopping cart (for ecommerce) and/or goals (for lead generation), Google Analytics will provide you with a treasure trove of data that can be used to splice, dice, and measure your social media campaign and ultimately the positive ROI of your social media strategies, including tracking customer service efforts and general service efforts.
  • Google Analytics, however, is only as good as you program it to be. Without using UTM parameters in your social media posting, all of your social media efforts will be lumped together in a confusing way, and while you might be able to see the ROI by source / medium, you don’t know necessarily know if it was organic or paid in origin, as well as precisely which of your social efforts are yielding the best results.  

2. Posting on the Wrong Platforms

Knowing the platforms that you are customers are crucial. Your company may have different categories of customers, at different stages of the buyer’s journey. Knowing positioning strategies and demographics on each platform matches your customer’s intent to their journey. 

Dig into the analytics on your business pages. From LinkedIn to Facebook, analytics are freely available. Look at your demographics. When are they online? What age ranges are following you on LinkedIn vs Instagram? 

Don’t assume that these demographics remain constant. We recommend at least a quarterly check on these. Are your followers suddenly trending older? Are they online at different hours? If you set a content engagement strategy and two years have passed, chances are that you need to check and see if that strategy is still viable.

“To harness the increasing power of social, marketing strategies will need to leverage these platforms effectively to engage with audiences.”

– Belle Wong J.D., Forbes

What if you have no idea which platform to be on? You should consider if you are promoting a B2B solution or selling directly to customers. What are their demographics and behavior patterns? If you are unsure, we can help.

Understanding Your Ideal Customer is Key

From Twitter to Tiktok, understanding where your customers spend their time is critical. The same B2B executive may be on LinkedIn early each morning checking their notifications, while they are scrolling through their Facebook feed at night. Be strategic on your platforms and posting times.

“The average person spends about 145 minutes on social media every day (Backlinko).” Meeting them where they are at keeps your brand in front of them.

3. Not Posting at All, or Posting Inconsistently

Not posting at all or posting inconsistently can have detrimental effects on your online presence and engagement. In the era of social media, where consistent content creation is highly valued, a lack of activity can lead to a loss of followers, diminished reach, and reduced visibility. 

90% of users follow at least one brand on social media

– Instagram

When individuals or businesses fail to post regularly, you miss out on opportunities to connect with their audience, build brand awareness, and maintain relevance in a fast-paced digital landscape. Inconsistent posting can create an impression of disinterest or unreliability, making it difficult to establish trust and loyalty among followers. 

To maintain a strong online presence, it is crucial to develop a consistent posting schedule and provide valuable content that keeps the audience engaged and eager for more.

4. Not Setting Goals and Watching Metrics

By not defining specific goals, it becomes challenging to measure success and determine if the content engagement strategy employed are yielding the desired results. Monitoring metrics such as engagement rates, reach, click-through rates, and conversions provides valuable insights into the effectiveness of social media campaigns.

 It allows individuals or businesses to identify what works and what doesn’t, make data-driven decisions, and refine their approach to achieve better outcomes. Neglecting to set goals and monitor metrics can result in missed opportunities for growth, reduced ROI, and a lack of understanding of the target audience’s preferences and behaviors. Therefore, it is crucial to establish clear goals and regularly analyze metrics to optimize social media efforts and maximize your impact.

About Lake House Digital

Lake House Digital, based in Cary, NC near the Research Triangle Park (RTP), was established in 2021. With over 50 years of combined experience, we provide measurable, actionable results in digital marketing efforts for our clients. In the industry, we are set apart in that our employees hold industry certifications across topics and platforms. Lake House Digital has worked with B2B and B2C clients in life sciences, technology, manufacturing, healthcare, commercial real estate, hospitality, higher education, and nonprofits. We bring experience with a growth mindset to achieve the very best results: measurable, actionable results and growth for every client.  www.thelakehousedigital.com