How social media engagement can result in growing sales?
In this day and age, social media continues to be one of the biggest platforms for people to market their business. Whether it be a small business or a multi-national corporation, it happens to be the place for these showcases their services, products, or values. For many small business owners, they’re wondering how social media engagement can result in growing sales.
Social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and now Tik Tok have made it easier for businesses to reach and communicate with their current or even future customers.
Table of Contents
- What is Social Media Engagement?
- Why is Social Media Engagement Important?
- How Can Engagement Grow Sales?
- Social Media Engagement
What is Social Media Engagement?
There are various ways to define social media engagement.
Social media engagement is the measure of the number of users interacting with content that is posted by the original poster.
Engagement can mean different things depending on the social media in context. It can be in the form of likes, comments, shares, views, retweets, etc.
Facebook: Facebook measures engagement through likes, comments, shares, clicks on links, videos, photos
Instagram: Instagram defines engagements as likes, comments, and saves on a post. There are a few ways to calculate Instagram engagement rates, and some Instagram users include or omit other factors like shares
Twitter: Twitter measures their engagement by retweets, replies, follows, favorites, tweet expansion, or clicks on links, hashtags, embedded media, the username, or the profile picture.
Big Commerce defines social media engagement as:
“Social media engagement measures the public shares likes and comments for an online business’ social media efforts. The engagement has historically been a common metric for evaluating social media performance but doesn’t necessarily translate to sales.”
Why Is Social Media Engagement is Important?
Social media engagement is important for many reasons. Engagement helps you measure how well your social media campaigns are performing and how your audience and potential customers react to your brand.
Again, social media engagement lets you know how well your content is performing. Poor engagement shows that people are dissatisfied or uninterested in the content, product, or services you have to offer. Good engagement can promote a good image and growth for your business.
Social media engagement can help strengthen customer relationships. When customers engage with content that you have posted, you have the ability to respond back and get to know them as well as build a customer relationship.
Social media engagement can help build brand loyalty. By helping your customers when they’re in need, building a relationship with them, and offering a one-of-a-kind customer experience, you’ll be able to increase your customer loyalty. Customers will trust your brand because you’ve answered their questions. They’ll fall in love with your brand because you’ve joked around with them, expressed your gratitude, and resolved their issues.
How Can Engagement Grow Sales?
Engagement with your customers gives you the opportunity to increase your sales. By being present and active on your social media and interacting with your potential or current customers, they’ll feel more confident to make a purchase with you. Regardless, if you have negative comments or not, the fact that they see you reaching out and answering questions related to the product or service at hand empowers them.
The biggest challenge is that it’s hard to gauge whether or not your activity on social media leads to sales. Unless your social media is the primary source for people making sales, it’s difficult to measure if your hard work made a difference.
Call-to-action, Click on links and comments on posted content from engagement will be your best source to determine whether your sales have increased or not.
A 2018 Forbes article talks about
- Almost 40 percent of users are following their favorite brands on social media
- 1 in 4 users are following brands on social media from which they might make a purchase
- Social commerce is gaining traction primarily in the research and brand interaction stages of the purchase journey
If you’ve scrolled through Instagram, Facebook, or Twitter, you already know how easy social media has made it for followers to make purchases right from their timeline feed. If your content is visually compelling with engaging captions, people may be more inclined to research and make a purchase.
Social Media Engagement
How can you improve your social media engagement? This can be done in a variety of ways. The only wrong thing you can do when it comes to engagement is being inactive and thinking just posting content will do all the work for you.
You have to work hard to be on top of the game.
Respond Back To Your Followers
Social media rewards its users and adjusts its algorithm based on your activity. Responding to those who interact with your posts will build a stronger relationship with customers and make your social media accounts look like they are run by actual humans who care about the business and its customers. Engage back when followers comment, share or ask questions. You can also follow and engage with similar brands in your industry, or other local businesses.
Start The Conversation
As a call to action, this is how you can reel users in to start a conversation on your posts. Asking a question in the captions improves engagement, and can start a conversation that could help your post take off. Use actionable language to get followers to like, comment, or share posts with a friend.
Share User Content
Have your followers share content that was provided by your business so that you can share it with your other followers. Other followers may be eager to follow suit to get that same shoutout and post content pertaining to your business. This can build trust and confidence for your next customer to make a purchase with you.
Another way is to have your followers share their content to be reposted along with a branded hashtag or by tagging your account. This will improve engagement from current followers and can win you new followers and customers who see your account tagged on their friends’ posts.
To sum it, social media engagement is highly important. Social media engagement has been proven to make sales, the work just to be put in order to the growth. Social media users are starting to use these platforms to research services and products to help make their final decision. Your ability to engage with them can help build that relationship, loyalty, and potentially that sale.