The art of getting visitors to not only come to your blog or website, but stay on it for extended periods of time is often referred to as making it “sticky”. This is a common discussion heard about new social networks, apps and other websites. Companies like Amazon have spent millions on research and technology to keep your interest for extended periods of time. But beyond typical web properties, your social media should also have a sticky factor as well.
It is important to look at your social media marketing similar to how big brands have utilized major media to instill top of mind branding. Social media marketing should accomplish the same thing and more. In fact, I have often said, “the key to advertising is repetition” and explained this in great detail. With social media, the idea is to get and keep your audience engaged with your social accounts to build relationships and stay top of their mind.
Many times I hear social media people talking about how social media is all about engagement. I say engagement is a part of social media, but not what it’s all about. There are several components that work together, to make social media effective. When done properly, you become top of mind with your audience and they begin to subconsciously LOOK for your posts in their feeds.
This effect is accomplished by doing the following things:
1) Content – Be unique in what you content you post. Be sure to include all content types. Be sure the content you create and post is geared toward your audience, not YOU.
2) Consistency – This is where many fall short. Your content posting needs to be consistent. Your responding to comments and shares must be as well. Being consistent with your content and engagement will spark conversation and relationships.
3) Responding – You’re not all that, so don’t act like it. Always respond to your community when they comment, post and share your content. This more than anything will keep them coming back and coming back often. Hence “sticky”.
What are some of the ways you can improve your social media marketing to make it more sticky?