Your follower number is an important metric for determining your brand’s reach, but it means little if that that audience isn’t regularly engaging with your content. That engagement creates a dedicated community around your business. If your content inspires engagement, said community will become invested in supporting, maintaining, and expanding the reach of your brand. That all starts by having a content strategy that inspires and motivates your followers to engage, so here are key tactics of a strategy that builds an inspired community.
Engage and Respond to Your Community
One of your first and best tactics for forming and inspiring your community to engage is by engaging with them. Respond to their comments, posts, and feedback to your content. Be sure to engage with them on your content and theirs. Everyone enjoys some acknowledgement. Giving your community members that attention, will inspire them to engage even more. Others who see that activity will also be more encouraged to engage. Everyone will be inspired to engage with each other, forming true communal bonds around your brand.
Keep That Community Positive
You need to maintain a healthy and safe space to keep that engagement and your community flourishing. Online communities need moderation and supervision. It’s unfortunately easy in online spaces for someone to enter and be toxic. Along with being harmful, they will scare off others from engaging. Be sure to remove that kind of activity from your community to keep dedicated followers and your community healthy. Followers will continue to energetically engage and those who witness that moderation will be inspired to remain in your brand’s safe community.
Educate, Entertain, and Inform
Along with promotional content, provide a variety of content that is educational, entertaining, and informative. The variety keeps your community actively interested and engaged. Educational content can teach your audience about some niche information about your brand and industry. Behind the scenes (BTS) content showcases your company’s human element, and the insider view lets your audience feel connected of your brand and its people. Entertaining content is another opportunity to show off your brand’s personality. It can also jump on a recent social media trend. That further inspires a community who will want to engage with the momentarily relevant content.
Championing a Cause
It may seem outside your business’ scope to have your brand comment on a societal issue, but championing a cause helps unite and inspire your community. In 2019, Edelman found that 81% of people felt they must trust a brand to purchase from them, and in 2021, they found customers are 7x more likely to purchase from brands they trust. A central factor of that trust is not just honest business practices. People’s trust in businesses relies on their stance on a social issue. 53% of customers say they need their brands to take a stand on at least one social issue, and 86% expect brands to take one or more actions beyond their business or production, primarily addressing at least one societal concern.
Motivating your followers to contribute or benefit such a social cause will inspire and empower them. They will associate your brand and its community with a larger social impact and benefit. Posts on a certain issue relevant to your brand provide a great opportunity for your followers to engage and feel inspired. If you brand contributes to a charity, you can encourage followers to also donate or promote. Brands for charitable organizations or non-profits can directly inspire followers to action by engaging directly with your content, fundraisers, and events.
Stick to Your Brand and Its Values
Your brand shouldn’t champion every cause or jump on every trend. It will reduce your content’s impact, confuse your brand’s core personality, and undermine its authenticity. Brand personalities are like people; they need to stay consistent for people to trust them. Stick to a select few causes that pair with the character and values of your brand. Your followers and customers can associate these with your brand. A fashion business may promote a cause for body positivity or a charity that provides clothes to the impoverished. Any small business can champion a charity or cause that’s part of their local community.
Recognize Your Community
Beyond just engaging and inspiring them, have content that recognizes your community. If your community creates their own content with your brand or participates in your charitable acts, be sure to acknowledge and celebrate those accomplishments. If your business sees some success or reaches a certain milestone, recognize how your community has played an important role in that accomplishment. This recognition of a symbiotic relationship strengthens your followers’ bonds with your brand. They will only be more inspired to engage with and support your business and brand.
Start An Inspiring Strategy
With these essential tactics you can start to build a strategy of inspiring content. An engaged community around your brand will stay dedicated to supporting your business and expanding its reach. If you’re looking to build a social media strategy and start creating inspiring content suited to your brand, talk with Rosewood’s social media marketing team. We can help you flesh out an entire long-term plan for inspiring that following.