Why engagement in real life is more important than engagement on social media

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In a world obsessed with social media, yes OBSESSED, it is clear that many business owners are missing basic opportunities to connect with new prospects and generate sales because they literally are caught on the social media hamster wheel.

Social has a place and it is ONE part of a marketing mix. Agencies and marketing teams have become fixated on vanity metrics like engagement. Why? Because every expert and their dog keep saying how important engagement else with the everchanging algorithms. The theory is that the more engagement your post gets than Meta will show it to more people. I’m yet to be convinced that the numbers warrant the effort being given by business owners.

NB: engagement is an interaction with your content such as a like, comment, share or clicking on a link

I’d like to pose an alternative to being focused on engagement on social media – and that is to focus on engagement IRL (in real life). Yes, remember meeting people and having conversations?? It still happens occasionally.

The issue is time and laziness.

You see it is just quick and easy to post something on Facebook rather than talk to a potential client in real life. We have convinced ourselves that we have no time to have face-to-face meetings because we are all so busy, busy, busy…… but busy and productive are two very different things. And focusing on where marketing actually works is much more effective, even though it takes more time and effort.

Because it is about building rapport, creating connections, listening, and having a dialogue that actually means something. Most of your valued clients would’ve likely started to work with you through referral, right? And where does that referral start?

It starts with a person having a connection with you, a conversation with you, getting to know you ….. get the picture. Yes, it might take several meetings or connections in real life but those hours of time will generate more than the hours spent posting on Facebook and Insta. And they will work with you longer and spend more money as they already know, like and trust you… the basis of any good working relationship.

So next time you sit down to obsess over your latest Facebook post, perfectly crafting it then hearing crickets……. Consider instead meeting a prospect in real life and creating REAL LIFE engagement.

Interesting in knowing more or working with me?

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