Monday, January 2, 2017

Engage Your Audience Early and Often

Create content that is compelling and timely. Develop content that fits into these three categories:

  • Useful: How will people use your content? Will it help them save time or money? Will it teach them something new?
  • Thought-provoking: Make folks think with an interesting tidbit or pearl of wisdom.
  • Humorous: Laughter is golden. Be funny, but avoid any kind of vulgar humor.

Give a lot of thought to what you want to promote. You need the ability to reach through the social media channels and connect with people. If you can’t do that, it doesn’t matter how awesome your content is–no one will be reading, listening, or caring.

Offer a clear call to action. When creating messages, tell people what you want them to do. Don’t just post a link. Moreover, instruct them to “click on the link.”

Engage creatively. Give away your content, and encourage people to take action. Offer a free download or bonus materials. People like to feel compelled to do something.

Deliver your content on a regular schedule. Just like podcasting, a social media campaign requires a commitment to a schedule and an audience.

To ensure that you’ll meet the commitment, it’s helpful to establish a content calendar. Pre-plan the social media content in advance. This will help you leverage content across media and streamline resources.

3. Engage Your Audience Early & Often

To effectively promote your social media campaign, build anticipation in your audience. Leading up to your campaign, contact your current podcast listeners to enlist their involvement in the campaign.

Send emails or mention the campaign on multiple episodes. Leverage your partnerships, too. Ask your fellow Spreaker podcasters to join the campaign.

Monitor and respond to your audience. Be active and present on your social media profiles. You can even set up alerts on your phone. So, when someone comments on your Facebook post, you can respond quickly.

Social media works with a healthy dialogue. Get potential subscribers learning about your podcast.

4. Evaluate the Impact of the Campaign

Social media is measured in two ways: on-going analytics and campaign-focused metrics. Your analytics are how you track the overall activity on your social media accounts over a period of time. Your campaign-focused metrics help you understand the impact of your targeted marketing initiatives.

Measuring conversions show the number of visitors that actually took action as a result of your social media messages. To track conversions, you will need to turn to third-party services, like Google Analytics. Conversion metrics may include:

  • Registration for content downloads
  • Online sales
  • Email subscriptions
  • Podcast subscriptions

Be sure to link back to your website with each post. This will monitor your site activity, including where visitors are coming from.

Review your analytics report to see what worked and what didn’t. Evaluating the results, lets you know how to do better. Maybe your early morning posts received more engagement, while late-afternoon messages didn’t perform as well. Use that knowledge to adjust your tactics for the next campaign.

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