Building an audience for your brand is a challenging feat nowadays. There are simply too many marketers on the web vying for people's attention, pushing thousands of unique content and product offers every day.
And even if you do accumulate a significant following, it's equally challenging to keep the audience you've already acquired. Keeping them can be attributed to several factors.
In this article, we'll be looking at how to keep your audience interested, as well as things you should avoid that will result in people unfollowing your brand.
1. Avoid Too Much Self-Promotion
While your primary goal as a business is to promote your brand, you should do it subtly, an approach that usually involves genuinely putting your audience's needs above everything else. For instance, instead of selling a product, tell your audience the value they'll get if they purchase it.
You should also accompany this by providing evidence that people who previously acquired your product or services have been satisfied with what they received. Remember, confidence is only valued when it's rooted in competence.
2. Keep It Fresh
People hate brands that are generic and uninspiring. According to a survey by BuzzStream, 21 percent of people will unfollow a brand when their content is boring and repetitive.
That's counting content that is regurgitating what's already known in your niche. One of the best ways to come up with fresh content is to monitor rising trends, usually found in forums and discussion boards.
Another way of keeping things fresh is by creating a customer persona and focusing your content on that particular group. Facebook is a great platform to form this outline as it gives you data about your audience's age, interests, religion, marital status, and more.
3. Incorporate Visual Content
While written content will remain one of the cornerstones of online marketing, visual content has spiked in recent years. This increase is because people digest visual information faster than text.
It's for this reason that infographics should be one of the main types of content that you're publishing. The beauty of infographics is that you can recycle the most useful information about your previous content and arrange it into bite-size information for your audience to consume.
4. Know When to Use and Avoid Jargon
Jargon exists in different industries, from school and hospital settings to Hollywood sets and the cryptocurrency ecosystem. Knowing when to use them should be one of your primary skills as a business owner who's pushing out content.
One of the main things to remember when using jargon is to identify what sort of content you're writing. If it's geared towards educating beginners, try to use simple terms. If it's more technical and dives deeper on a subject, you can use jargon since you'll be attracting readers who are already familiar with your terms.
You can also opt to create a page dedicated to the jargon used in your industry, so when you're already publishing advanced content, you can provide your readers with a guide for the terms you're using. However, it's best to keep it simple as using too much jargon may come off as pretentious to most people, which could lead them to unfollow your brand.
5. Try Newsjacking
Newsjacking is a type of marketing strategy that incorporates a brand to a topic that is currently going viral or expected to be popular soon. Keep in mind, however, that you should absolutely avoid topics involving tragedies, natural disasters, or anything that might damage your brand's reputation.
If you're still unsure about this particular strategy, your best bet is to follow Oreo's lead since its creative department is considered the poster child of this strategy. One excellent example is when they posted this tweet when Kate Middleton gave birth. It's timely, relevant, and amusing all at once.
6. Participate in Discussion Boards
Participating in discussion boards is an effective way to signal to your audience that you're an authority in your niche. Asking the right questions, answering others' queries, and being a source of reliable information will send a message that you're on top of your game. It'll also expose your business to like-minded people who may not be aware of your brand.
7. Engage Your Audience
Of course, you should also engage your audience on your social media platforms, especially those asking questions. Again, this will signal to them that you're an industry leader and give them the impression that you're approachable.
You should also engage with those who are adding valuable insight into your content to keep the dialogue going. Not only will this encourage future discussions, but it will also give you a solid idea of what to cover next..
8. Give More Time For Your Headlines
Quality content is useless if nobody is reading it. And most of the time, the problem lies in its headline.
To create compelling headlines, avoid clickbait methods. Instead, give your audience an idea about what they'll receive once they've read your content. Also, try to limit the number of words in your headline between 16 to 18 max.
You can also use various online tools to help you craft compelling headlines. Impact Bound's Content Idea Generator is a great tool on this front. And for measuring the emotional marketing value of your headline, you can run your samples through the Advanced Marketing Institute's Headline Analyzer.
9. Conduct Polls and Surveys
Polls and surveys are a great way to engage your audience further and identify which content they want to consume. It also generates a discussion that will further increase brand awareness.
One thing to remember when conducting surveys is to post them on the most optimal time, which is Saturday or Sunday at 8 a.m. or 8 p.m. The reason is that you're catching early risers and people who are checking their feed after dinner. However, this advice varies depending on the industry, so conduct an A/B test yourself to see the result. For example, a Los Angeles SEO agency will have a different publishing time compared to those operating on the east coast.
10. Stay True To Your Brand's Identity
A brand that is consistent with its identity signals to its followers that it's professional, authentic, and trustworthy. What's more, it'll also give your employees a solid sense of direction on how to engage your audience on different platforms.
Nobody is going to stick with a company that changes its identity every six months based on current trends or what its competitors are doing. Stay loyal to your identity, and your followers might do the same.
This guest editorial comes from the Northcutt community. Aubrey is a graduate of Miriam College with a degree of Bachelor of Arts in Communication. She is currently a digital marketer in Growth Rocket. During her free time, she is a video creator.