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I’m an international marketing coach, top-ranking podcast host, speaker, interiors lover and black coffee drinker.
Does it feel as though you’re talking to yourself out there on your social media?! No one seems to be seeing your content, let alone interacting with it?!
And turning your followers into buyers – well, that feels like a distant dream right now!?
Let’s explore the simplest way that we can turn this around.
As business owners, our role is to be a leader and lead our followers into doing the things we would love them to do.
We need to make sure that we’re not sharing content that has dead ends.
What I mean by ‘dead ends’, whether that’s in our social media posts, in our email marketing, or on our website – is having content without call to actions.
“Call to actions” in the simplest sense is inviting your audience to take the next step. There are really two different types of call to actions.
Some of the worst offenders of dead end posts are captions like “happy Friday”. There is just nothing for your audience to get on board with in that caption.
We really want to build engagement on our content because the more interaction and views and comments and shares that our content receives the higher priority, the social media algorithms are going to give our content.
So let’s say Instagram sees our posts go out and really no one comments on it. Instagram is not going to prioritise showing our posts to our followers because it wants to serve them “interesting” content – which is in part measured by how much engagement that content is receiving. This means we want to make sure we are encouraging comments, likes, shares, saves, watches and more on our content.
The other thing is, that the more that your audience interact with your content, the more likely that Instagram is going to show them your next piece of content too.
So it’s really, really important that we are strategically building engagement with our content.
What’s a powerful way to do this?
By including questions in your posts. But my rule is that you are only allowed to ask questions that you would actually answer yourself.
I hear a lot of people complain that no one responds to posts on social media. But when I ask if they would stop on their post if they saw it in their newsfeed and respond to the question, the answer is generally “no”!
Sometimes we can think that our audience is just completely different to normal people or to to us. Remember that they are normal people. So keep your captions conversational and ask questions that are really easy for them to get involved with.
Here are some ideas:
Another thing that you can do to help boost engagement is saying, “tag, a friend below that this would resonate with”. Or let’s say, for instance, you sell beautiful art products. You might say, “Tag a friend that you know would love these products as well”.
Think about how you can encourage your current audience to basically bring you these amazing new people!
The second type of call to action is for “conversion”, and this is when we’re just just building engagement on our content, but turning our followers into being buyers.
I was speaking with someone just recently on Instagram who said she is just not seeing any traction with her social media. I looked at her Instagram profile, and in the place where you can add your bio, it was empty.
I asked her how people can buy from her, to which she replied “they can DM me!”.
My advice? We need to make sure that’s in your bio so people actually know how to buy from you!
I know it seems so simple but we can’t assume that everyone knows how to work with us or even what it is that we have to offer.
Once your Profile has your call to action, next we want to look at your content, and make sure that you have call to actions that invite people to work with you or buy from you.
This could be saying “I have two spots left this month for photography sessions. Send me an email if you’d like to find out more about this” or “these products that I’ve just shown you in the post are now available on our website – go to the that link in my profile to buy!”.
Take your customers on a journey to buy from you.
Instagram Stories are great for conversions too. Share the behind the scenes and then say, “Hey, if you’d like to find out more about working with me, send me a message!” or “Hey, would you like to buy one, join the waitlist!”
Often I have people say, “Emily, I just wish I had more engagement on my content”.
I take a look at their posts and see that they haven’t responded to the one or two people who have commented.
Of course people aren’t going to comment if you aren’t responding back to them!
So treat every single person who is interacting with your content like royalty. Be grateful for them. Take the time to thank them for doing that and take interest in them.
The more that you do this, the more that they will want to keep engaging with you and you will create a real sense of rapport, trust and loyalty.
Which of these tips will you start putting into practice today?!
I acknowledge the Wurundjeri people as the traditional and ongoing custodians of the Kulin Nation: the place in which I live, love, work and play, and pay my respects to their Elders past and present.