How to gain more valuable social media followers
(This article was originally published on Entrepreneur.com. It’s edited for content and style.)
Developing and executing compelling social media content takes a lot of work and unfortunately it is only a small part of the formula that will lead to creating brand awareness and consumer messages on social media platforms. Unfortunately, even with the most amazing content, only about 5.2% of Facebook followers, with similar results on other platforms, will see organic posts because of the algorithms that determine what content is shown and to whom and when.
Even more disturbing is that the 5.2% includes profile page visitors and search appearances, resulting in an estimated 2%-3% of followers will see content in their timeline. Moving on, since the average business has gained the most followers through paid advertising, the value of reaching the 3% is minimal because those followers were acquired because they enjoyed your ad’s photo – not because they were loyal to your brand – and , it is therefore unlikely that your call to action will be followed up.
This can all be turned around by examining the nature of the algorithm and how the results of the algorithm can be influenced by the value of the follower. What’s even more exciting is that the increased exposure to the higher quality followers will be even more valuable as these are organic followers who are more likely to follow your call to action and generate a higher return on your social media investment.
This makes many companies feel like they have their hands tied behind their backs in building brand awareness and customer engagement through social media. It’s a struggle that businesses of all sizes face and trying to find the right content to market to potential consumers can be a costly endeavor with minimal ROI due to a weakly engaged follower base.
Gaining new followers and customers through these social media efforts isn’t the only thing that’s hard to do. Retaining already active customers and getting them to expand their buying behavior within your company is also a huge challenge.
Following are some tips for maintaining and growing an active follower base.
Hotspot campaigns redirect users to that company’s social accounts when they access Wi-Fi. This intercepts users at the right time for direct engagement and captures their unique data to help your company craft a unique marketing message for that person. This way of communicating with consumers is a great way to boost social media organic results and produce better business results, all without having to spend money on advertising.
A hotspot is a router with the ability to connect many devices to the Internet, and it offers many benefits to businesses and consumers alike, including increased data security, faster and stronger connection speeds to the Internet, as well as free Internet connectivity for customers at your location. By accessing these hotspots, customers agree to securely share their data with the company providing that hotspot.
With the prevalence of remote working in all industries in today’s work environment, people live on their electronic devices. When someone connects to your company’s hotspot, you get a first-hand look at their habits regarding time spent at your location and other important data that can help you give that person a tailored experience. offer, which can help with your brand’s scalability.
For example, Wi-Fi analytics of hotspots can help businesses learn customers’ favorite days/times and how long they’ve been at your location. When customers enter your business and are asked to log into your Wi-Fi with their email address or phone number, their information is referenced on social media, where they can be retargeted with ads that match their corresponding data. Customers may also be asked to give a one-click “Like” to follow your business’s Facebook page as soon as they enter your location’s Wi-Fi, growing Facebook followers without spending a dime.
Data doesn’t have to be scary
A Harvard Business Review article emphasized the trepidation many people have about storing and sharing their data with corporate entities and other companies. The article also emphasized that data sharing is not something to be afraid of and that data is ultimately how businesses and consumers can find a harmonious and mutually beneficial middle ground.
Not only is this possible, but likely because consumers expect and demand personalized experiences from businesses. In fact, 71% of consumers expect personalized interactions and 76% of consumers become frustrated when they don’t get that personal touch.
Consumer data is the foundation from which modern marketing operates, enabling consumers to receive the individualized marketing they seek. Going back to the Harvard Business Review article, another important insight was gained: consumer data can help consumers find not only what they want to buy, but also what interests them and lead to more pleasure.
According to previous data from Entrepreneur.com, only 11% of customers feel negatively about retargeted ads, while 30% are positive about these ads and another 59% are neutral, confirming the fact that most consumers today value the value of their data to businesses and ultimately how sharing their data with these businesses benefits consumers.
By integrating hotspot campaigns and marketing tactics into your business, you optimize each consumer’s experience and increase the likelihood that they have a positive time with your brand. This leads back to how hotspot campaigns and marketing can drive organic traffic on social media.
People want to connect with your brand
Research conducted by Sprout Social reports that 64% of consumers want brands to connect with them and 78% want brands to use social media to bring them together. Other key findings in the report showed that brands and social media can strengthen connections and that most people feel connected to a brand because they trust it.
Collecting consumer-generated data through a hotspot campaign and then using that data effectively to provide consumers with the personalized experience they want opens the door to consumers who trust your brand. Again, this is not because you have only shown consumers things they would like to buy from you, but rather because the products/services, sales and communications you bring to each person are substantial and unique to them.
Showing those customers their value to your business and your desire to provide them with real solutions builds that trust and opens the door to more organically driven traffic and engagement on social media.
The premise is that it’s better to have more followers, but that’s only one piece of the puzzle. Organic followers are much more valuable than paid followers as they will be more consistent with your social media marketing and increase your return on investment.
Social media success, powered by organic, loyal followers, will then lead to further heightened awareness of your call to action across all marketing platforms, securing your overall marketing objectives. Finally, when those loyal followers engage with your brand consistently across social media, on-premise and through digital displays and text messages, it will provide you with the incredibly valuable and useful guest behavior and feedback needed to get through these tough and competitive times. navigate.