Now that you’re sharing your content, you can start to engage with other people within your networks through comments, retweets, favorite tweets, shares, and so on. This step is important to improve how large your reach is. The more retweets you receive, for example, the more people will see your post.
A few tips for engaging with your audience:
■ Use hashtags. Hashtags are used to categorize your tweets.
For example for this guide we might promote it with the
hashtag #inboundmarketing. Hashtags are searchable
and let users know what your post is about. This is true for
Twitter, Instagram, and Facebook.
■ Mention influencers. Influencers are people who have a lot of clout in your industry. For example, we might mention
Brian Halligan, the founder of HubSpot, when we tweet
about inbound marketing. We might also mention HubSpot
itself. An example tweet to promote this guide would be: “In
our newest guide marketers learn how using @HubSpot can
help them grow traffic with #inboundmarketing.” You can
also tag influencers on Facebook by following their page
and typing their name into the status update.
■ Use photos. Studies have shown that Twitter posts with
images receive two times the amount of engagement of
those without. Just like on Facebook, images are important
for communicating your message quickly and effectively.
■ Post when your audience is online. This will take some experimenting on your part. Try different times on all social media channels and monitor which posts get the most clicks, make note of the time, and then repeat the process.
■ Tailor your message to the audience. The truth is that our personas use all different kinds of social media tools and not all of those tools are used for work. Some use LinkedIn to find industry information, while others hunt down information on Twitter. Others capture their news on Facebook or Google+. It’s important that you find where your audience is and what works for them on each network. Tailor your posts to the network and the persona to see the highest influx of traffic.
Social media can be a time-consuming tool. It is best to figure out your most profitable tool and use that most often. Tools like HubSpot’s social media publisher can also help you cut time and improve productivity.