99% of organic social posts receive no engagement. However, social engagement is pivotal to your social media strategy. Without it, your posts, tweets, and images are just space fillers on your followers’ social feeds.
An engaged social audience will give you a clear understanding of how people perceive your brand, where your competition is positioned in the digital space, and what information your followers look for on social media. With these opportunities, social engagement will help your brand make more informed decisions to drive business results.
Banks are in a unique position to utilize social media. More and more, banks are turning to mobile banking and online services to cater to audiences. In fact, 62% of Americans rely on digital banking as their primary method of banking.
Whether you’re managing your bank’s corporate social profile or creating a social strategy for your branches to follow, you need to keep social engagement top of mind to ensure a successful execution.
To effectively engage your audiences on social media, apply the following tactics to your bank’s social strategy today.
1. Ask Probing Questions
Ask your audience questions to keep them engaged. Questions spark interest in your followers and invite them to share their opinions, experiences and advice. For instance, after sharing a post such as, “5 Ways to Save Money for the Future,” you can ask, “how do you plan to save for the future?”
By probing your audience for their opinion, you are calling them to engage with your content, thereby forging a stronger connection to your brand. Continue to boost social engagement by responding to comments. This validates the person behind the comment and piques their interest to remain engaged in future posts.
2. Build a Schedule of Posts
Create a schedule for your social posts. By setting an easy-to-follow cadence, your bank will remain present on social feeds and stay top of mind among the clutter of content on social media.
You can use a marketing automation platform, such as Hootsuite or HubSpot, to build a structured calendar of posts that automatically publish at the times they’ll receive optimal engagement. By staying on a schedule, your corporate bank and corresponding branches will prompt followers to stay tuned and look forward to your content.
3. Craft an Enticing Headline
People will determine the worth of your post in seconds. In fact, 59% of all links shared on social networks aren’t clicked at all, which implies that many shared articles are never read.
Crafting a compelling headline is key to driving users to interact with the content behind the title. For example, if you were sharing an article on home ownership, “Home Ownership Tips” would accurately describe the article but would not be likely to attract engagement. However, “Rent or Buy: 5 Tips to Make This Decision Today,” would attract more interest because it implies that there is content behind the headline that is tailored to the reader. By making sure that your corporate or branch profiles use enticing headlines, your brand will boost clicks and opens, and drive social engagement.
4. Bring Your Team Forward
In the financial industry, you need to gain the trust of your customers and prospects offline andonline. Showcasing your team members on social platforms will show the faces behind your brand and promote communication between your team and your audience.
One way to do this is to post an album showcasing your corporate leaders and explain their experience in the financial space. You could also send a strategy to your branches that suggests they post information about their bank tellers and staff and their experience at your bank. By exposing your corporate team or branch staff to the digital world, you will personalize the experience, build trust with your audience, and drive them to interact with the people behind the screen.
5. Stay Active on Channels
Social engagement is a two-way street – you must engage with your followers before you can expect them to engage with your brand. Fill your followers’ timelines with re-tweets, comments, likes, and shares, or dive into conversations related to your industry to present your brand as a thought leader.
Once your bank is engaged and involved, your audience will be more willing to connect and interact with your bank’s activity. Engaging on your end helps to solidify the trust between your network and your brand and makes them more willing to engage with your posts in the future.
Social engagement gives life to your social media strategy. By spending time to keep your brand active on social media, your content will stay relevant and your audience will remain engaged.
To boost your social engagement, ask probing questions, schedule your posts, craft an enticing headline, bring your team forward, and stay active on every channel. Your audience will become engaged, social followers when they know, like, and trust your brand.
Your bank could be one social engagement away from turning an interested follower into a paying customer.
How do you engage your consumers on social media? Let us know on LinkedIn!