Somewhere in the middle of that spectrum lies the secret to social media marketing success.
To the ROI-focused marketer, engagement is folly. It is a flurry of mindless cat memes and viral video shares that have little-to-nothing to do with driving business growth. Every marketing message without a hard call-to-action is a waste of time and money, he reasons.
The problem with that mindset is that people are not on social media to buy things. They are there to be informed, entertained and engage with others online. An out of context sales message is not native to the content they want to see.
That’s why meaningful engagement is a requirement for social media marketing to generate sales.
Facebook content that entertains sees engagement in the form of likes, comments and shares. Content that sees engagement tells Facebook and the rest of the world that your customers care about your brand, says Gary Vaynerchuk in Jab, Jab, Jab Right Hook. You build that over time with a series of posts your fans value and enjoy.
When you do put out content with a direct call-to-action that benefits your bottom line, more of your community will see it. In the right context they will be open to it, giving you a greater chance for making a sale.
All of this starts with social media engagement. It is relationship marketing in its purest form. How do you increase Facebook engagement to build the relationship?
Neil Patel at QuickSprout has put together an excellent infographic to answer that question. Here are some metrics-based best practices for driving more traffic and engagement on your Facebook page.
How to succeed with content on Facebook
On Facebook, the definition of great content is not what makes you the most sales. It is the content people most want to share with others. Give them value and entertainment and you will be rewarded with greater reach on Facebook and deeper relationships with customers and prospects that will ultimately get you sales.
Think of Facebook as a customer retention channel rather than a customer acquisition channel and you will create the type of social media content that builds engagement. The revenue will follow.