Did you know that 56 percent of people have unfollowed a brand on social media for being too boring or too salesy? That may not seem like a big deal, until you consider that 65 percent of people use the internet as their main source for buying advice and 67 percent prefer to buy from a brand that they follow.
In addition to earning fans and followers, you have to keep them loyal to your brand. But how do you do that? Have no fear, we’ve compiled a list of the top five ways to keep your social media interesting and engaging. Follow these tips and you’ll never worry about being considered boring.
1. The 80/20 Method
No one enjoys being hit with pushy sales pitches—especially when you aren’t expecting it, like on a social media platform. The general rule of thumb for any marketing campaign is that 80 percent of your content should be considered helpful and interesting to your followers, and only 20 percent should be considered “sales” or “self-promotional” content. And, if you are frequently posting, especially on Twitter, you should actually bump that ratio up to 90/10. This will help keep your posts fresh and interesting, instead of bogging people down with several identical sales pitches each day.
78 percent of people use social media with the main goal of sharing to connect with other people. Your followers want to hear from you. In fact, 99 percent of people expect a response any time they mention a brand on social media—even if they are just saying good work! Reply to every comment you receive, thank people for re-tweeting or sharing your posts, and give shout-outs to people who consistently interact with your posts. These small actions will allow you to establish trust, open communication, and build rapport with your followers.
3. Promote Others
Share interesting and helpful content that you know your followers will find useful. Not only does promoting other people’s content allow you to post more and therefore remain at the top of your followers’ minds, it also adds variety to your posts by featuring different voices and establishing you as an authority in your profession or community.
4. Show Personality
Social media humanizes your company—use that. Show personality and create employee profiles. This one is especially important for healthcare marketers, as medical professionals are often seen as distant and unrelatable. Videos are a valuable instrument for showcasing your medical professionals’ warm, creative, even funny sides.
5. Segment and Target
Use the Facebook graph search and Twitter analytics to learn about your fans specific interests, age ranges, hobbies, etc., and use that information to segment your audience into smaller groups. Targeting small groups with specific content significantly raises the likelihood of engagement.
Want more tips for a stronger social media presence?