The social media content strategy in the engagement phase

Coralie Gak

Digital Marketing Consultant

Do you remember the first article about “the social media content strategy based on your flywheel stages”? Well, as promised, here comes the second one about the second inbound marketing phase: the engagement. In this article, we will talk about 3 important slices of the pie:  

  • The objectives to achieve 
  • The type of content to provide and the tactics 
  • Some important metrics to track at this stage  

But first of all, let’s start by clarifying what is the “engagement phase”.

Did you say “engagement”?

 

Don’t understand me wrong. I know that in inbound marketing, there is the attract, the engagement, the conversion and the retention phases. So “why are you only talking about three phases?”, would you ask me? Because I’ve decided that, in this second phase, I take into account the “engagement” and the “conversions”. The conversion are only a higher degree of engagement, right? So I was thinking: why not.   

But anyway. The engagement is the moment where your visitor will be turned into customers. Meaning that they already know you. And thanks to the educational content you sent to them, they know you are existing. If you did your job very well, they also know they are suffering at some points. How will you then be able to ENGAGE those persons and succeed to make them do what you want? By continuing to provide them the content they need but with a higher degree of personalization, and the right Call-To-Action 

Because now, it’s time for your visitors to become QUALIFIED leads. Therefore, you need to understand what is “Marketing Qualified lead”.  And you need to figure out who is, and who is not.  

On Social Media like on other channels, you need data.  

How to clearly define my objectives?  

Before talking about the type of content you can use, let’s take a look at your objectives. 

Please, if I have one advice for you it’s: “don’t go blind”. That’s a reality, if you want to be successful in your inbound methodology, set up your objectives per phase. Here is for you, the recap of what you should focus on the engagement phase:  

The content that suits with the phase and the audience 

Once you have a clear view on what you want to achieve on this phase, you can start to think about the content you need. Indeed, you still want to provide a content which helps your audience. So you keep focusing on pain points, but you also provide the first solutions. Based on what you already know about your audience, you start to personalize the information you provide. You start A/B testing, you are centered on the real interests of your leads.

But everything has a price. At this moment, you ask people to let you the data you need to qualify them. Each field that has to be filled must help you to categorize the leads, to create groups, segments and audiences.  

From your attract (awareness) phase on social media, you rebuild audiences based on: 

  • Gender, age, behavior, interests, job, education 
  • You create look-a-like audiences to have similar audience coming  
  • People who’ve seen your videos more than X times 
  • You install pixel to be able to track the visitors from your social ads to your website, and retarget them after :  
    –>  People who clicked more than X time on your post and came often on a specific page of your website 

With those tactics, you will create very personalized content and most of all, highly valuable. Plus, you will never lose the content with your leads/ customers.  

How to analyze my results?  

We know that filtered the good from the bad metrics can be difficult. This is why we created for you a table to recap the important metrics to analyze when you are running campaigns in the engagement phase, on social medias. 

 This is obviously only one piece of the success of your content marketing strategy on Social Media. At Minds&More, we believe that a real content strategy must imply an omnichannel view and strategyWith a transparant message, always focus on how to really help the customer.  

Need help to define or improve your digital strategy?

Would you like an expert in your team to guide you through the process and the performances? We have what you need!

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