If you want to reach your potential clients on social media, you have to know what they want. What motivates them to follow a brand? Are they looking for something specific? How can you use that information to move them towards a purchase?
To help answer these questions, here’s a look at the biggest reasons consumers interact with brands on social networks—because when you know why users are on social media, you are better prepared to engage them.
Web users interact with brands online to:
1. Get Online Discounts and Deals
Research from HubSpot shows that coupons and discounts are the most appreciated content from brands online. Followers are much more likely to follow and engage with a company that rewards them with specific offers.
What does this mean for you? Send coupons and promotions to your online community to build a following.
2. Hear About Interesting Things
When you want to generate interest on social media, be interesting. It sounds simple, but it works. Web users want to follow brands and companies that add value to their lives, whether through meaningful quotes, beautiful photos, fascinating links, and so on.
What does this mean for you? Use social media as an opportunity to become a curator—find relevant content to share with your audience, and they’re sure to stick around.
3. Show They Like You
Loyal customers follow you on social media because they like you. Simply by following you online, they inadvertently advertise your brand to their connections. Take Facebook as an example: When one of your followers likes your status update, it’s more likely to be seen in one of their connections’ newsfeeds too.
What does this mean for you? Remember that social media is about more than gaining new customers—it’s about enhancing relationships with existing ones. Your loyal fans want to know more than why to buy your products (they already do). Look for ways to go beyond that info, too.
4. Learn More About You
People like stories, so when you find ways to share your company’s personality and narrative, you’re on the right track. Social media is a great place to share company announcements, news, employee perspectives, new initiatives, behind-the-scenes info, etc.
What does this mean for you? Find ways to share more of your brand’s story on social media. You might post behind-the-scenes images or share interviews with company execs. You might launch a blog written in a more casual, first-person style, giving your audience a look into how you think. Help your fans know more about you.
5. Find a Way to Work with You
Not everyone who follows you on social media is a current or potential client—some are your competition; some are potential hires. If you’re a fashion magazine, freelance journalists may follow you to gain ideas about what to pitch. If you’re a marketing company, recent college grads may follow you to know when new jobs are available.
What does this mean for you?: Don’t forget that there are more benefits from social media beyond lead generation. Consider testing strategies that make the most of your connections for recruiting, new product launches, and more.
What do you think? Considering the reasons you follow brands personally, do they line up with the ones above? Did any of the above ideas surprise you? What will you change about your social media use going forward?