You’re managing a brand’s social media presence. How do you keep your audience engaged?

Reflect on your own experiences and preferences as a consumer. Consider what content resonates with you and why. Apply this empathy to understand your audience's needs, interests, and pain points. Engage with your audience through polls, surveys, and direct conversations to gather insights. Share personal anecdotes that demonstrate a genuine connection with your audience.

Es importante diferenciar entre cliente objetivo y público objetivo. El cliente objetivo comparte características sociodemográficas, pero la parte de público objetivo incluye variables psicólogicas. Es importante conocer a nuestro público objetivo para saber que valor aportar, cómo persuadir, interactuar y fidelizar.

One of the most effective ways is to go live on your profile to allow them to interact and have an experience with you. The more you can show you are real and bring them into an engaging experience with you. The more often you will get new clients from your social media audience.

Understand what your prospects want on social media. Studies tell us that 64% of B2B buyers see your thought leadership content as more compelling than your marketing materials and product sheets…so give them rich and diverse thought leadership content that show that you genuinely understand them and their issues…and that you can solve them.

Fundamentalmente generando contenidos diferenciados en función del ciclo de compra de cliente. Es decir, publicando con enfoques diferentes para distintas audiencias que pueden estar vinculadas a la marca en social media: usuarios, posibles clientes, clientes, clientes que repiten, etc.

This is easier said than done and often reverts to what people think is providing value to their audience. This is important and we should take it seriously, no guessing. Spoiler alert warning… Go out and ask you audience what kind of content they value….produce content like that…measure and test….ask more people…add the results to the process…produce more content…measure and test… Repeat. It’s too easy to simply write things like “create great content that adds value to your audience”…this is simply valueless fluff and doesn’t help people.

A mistake so often prevalent in marketing is not sweating high-value content enough on social media. With content that has a shelf-life beyond a couple of weeks, find new ways to package it up, position it, and share it with more frequency. Lean on different themes or topics that appear in your piece of content in your social posts to draw people in. What resonates with one person, may not be what resonates with another.

People engage with a brand to gain specific learnings and benefits that align with their values and objectives. Their loyalty will only grow or decrease based on your ability to deliver a consistent and/or growing quantity of their derived learnings and benefits -- regardless of what medium or platform you reach them. The more you can create touchpoints with them across various mediums, the more valuable you become to them.

A veces tendemos a sobrevalorar nuestra propuesta de contenidos. En ocasiones, los contenidos han de ser algo heterodoxos y salirse de una concepción clásica para dar respuesta real a las necesidades del público potencial. Hay que tener cintura y ser innovadores y abiertos de mente a la hora de servir contenidos.

Votre contenu doit apporter quelque chose de qualitatif à votre cible. Plus l'image de marque est du haut de gamme plus votre contenu doit l'être. Le contenu peut être informatif, humoristique, instructif,... mais toujours il doit se relier à la marque et à son message. Message défini dans la charte rédactionnelle.

Demographics are crucial in the timing of when to deliver content (beyond trends and popular topics). Once you understand where someone is based, you need to deliver content when they're most likely to be checking their feed. This is where consistency can be automated by drafting content to be posted at a specific time/day to fit their schedule of consumption.

Relaciono la coherencia también a la veracidad de lo que dices y de lo que haces. Y agrego a la constancia y a la persistencia como claves para el posicionamiento y la fidelidad de toda marca. Trabaja tus canales digitales de manera tal que sean coherentes con lo que tu audiencia encontrará cuando te conozca personalmente, o pruebe tus productos o servicios. Comparte con ella tus valores, lo que te hacen único/a en el mundo.

Create posts in batches so that you can take advantage of scheduling software that can help you to be consistent. This takes the pressure off of constantly thinking about an upcoming post. Schedule a specific time for content creation and do more than one post at this time. By doing this you build a bank of content ready to be published and you do not feel pressured by an upcoming deadline.

Es importante mantener una conversación bidireccional en las redes sociales, lo que implica no solo compartir contenido de la marca, sino también participar activamente en conversaciones con la audiencia. Resalto la relevancia de incluir contenido generado por el usuario como una forma efectiva de fomentar la interacción y la participación. La autenticidad y la relevancia siguen siendo pilares fundamentales para asegurar la coherencia y oportunidad en las publicaciones en redes sociales. Al mantener una voz auténtica y relevante, las marcas pueden construir relaciones sólidas y genuinas con su audiencia, lo que contribuye a una mayor confianza y lealtad a largo plazo.

It also works well to make statements about your potential client's pain points and show humility by saying that you believe it is that way. Potential clients are sure to confirm that this is the case and even add information. Putting your potential client on a higher level of experience where you know what you think is going on usually gets their attention.

A social media presence for a brand can serve endless strategic objectives, such as driving organic traffic, generating leads, and filling a pipeline of prospective customers. The most important aspect behind all of this is to develop a meaningful relationship, where the target ICP feels connected to the brand. The more personable that relationship becomes, the increased participation will lead to the virality of content. This more popularly done through humor, asking thought-provoking questions, seeking feedback, etc.

Social media is a two-way street. I actively encourage audience interaction by responding to comments, asking questions, and running polls. This creates a sense of community. Additionally, user-generated content is a powerful tool, and I've found that creating campaigns that invite participation often yield impressive results.

Trabajé mucho tiempo presionada para generar interacción y participación y, mi mayor recomendación, es que siempre lo hagas genuinamente. Hazlo, pero no lo fuerces. Fomenta la interacción y la participación también con el objetivo de aportar valor, e invitar a otros a aportar valor. Utiliza la interacción para seguir conociendo a tu audiencia, y no dejes las respuestas perdidas. Siempre responde, vuelve a preguntar y conversa.

En mi experiencia, la implementación de una estrategia de educación de la audiencia, donde se informa claramente sobre el momento específico en el que se fomentarán las interacciones, como por ejemplo, mediante actividades programadas todos los jueves a las 20h (hora local), ha demostrado ser eficaz para impulsar el engagement a corto plazo. Este enfoque no solo establece expectativas claras, sino que también crea un hábito en la audiencia, generando un sentido de anticipación y participación regular. Fomentamos así la construcción de una comunidad digital sólida y la promoción de la confianza en nuestra marca/persona.

Social media is dynamic, and what worked yesterday might not work tomorrow. I regularly experiment with different content formats, posting times, and engagement strategies. Through continuous optimization based on analytics, I ensure that the content remains fresh and engaging.

Avoid being overly formulaic or predictable. That applies to the format and style of your posts, and can apply to the timing too. Mixing up your approach to social media will help keep readers engaged and also help you better understand what gets traction within different audience segments.

Be creative with your scope of content. Just because you do not think the topic is that interesting or important, you might be surprised with how it performs. Use analytics to tell you what is working and what is not. Do not try and guess that by yourself as you may be very wrong with your prediction.

Conoce la teoría y llévala a la práctica buscando dar con tu propio sello. Para eso, juega un poco. Existen muchas herramientas y personas que te permitirán encontrar tu tono, tu voz, y tu aporte a este mundo. Pero para dar con ello, toca experimentar... Pasa de la teoría a la acción y recuerda que es la experiencia lo que te hace único/a.

Regularly reviewing analytics helps in understanding what works and what doesn't. I use these insights to refine the content strategy, focusing on high-performing content types and optimizing for better engagement.

Loyalty to a brand is a two-way street, and you get out what you put in terms of curation, engagement, and overall effort that audiences will validate as organic and authentic or not.