How to Gain More Valuable, Loyal Social Media Followers

Developing and executing compelling social media content takes a lot of work, and unfortunately, this is only a small part of the formula that will lead to creating brand awareness and consumer messaging on social media platforms. Unfortunately, even with the most amazing content, only about 5.2% of Facebook followers with similar results on other platforms see posts due to the algorithms that control what content is shown, to whom, and when.

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Even more worryingly, the 5.2% includes visitors from profile pages and search appearances, so an estimated 2-3% of followers will see content in their timeline. Considering that the average business has gained most of its followers through paid advertising, the value of reaching the 3% is minimal since these followers were acquired because they liked the image of your ad and not because they liked yours Are loyal to the brand — and are therefore unlikely to heed your call to action.

This can all be flipped by examining the nature of the algorithm and how the results of the algorithm can be affected by the value of the follower, and what’s even more exciting is that the increased exposure to the higher quality followers will be even more valuable because they are organic followers who are more likely to take your call to action and get a higher return on your social media investment.

Related: The business of harnessing the power of social media

As a result, many companies feel that their hands are tied behind their backs when it comes to building brand awareness and customer loyalty through social media. It’s a struggle that businesses big and small face, and trying to find the right content to market to potential consumers can be a costly endeavor with minimal ROI due to a poorly engaged follower base.

Acquiring new followers and customers through these social media endeavors isn’t the only thing that’s difficult. Retaining already active customers and getting them to expand their buying habits within your business is also a big challenge and to be clear, shouldn’t that be the goal of social media marketing?

With hotspot campaigns, when users access WiFi, they are directed to that company’s social accounts. This intercepts users at just the right moment for an instant interaction and captures their unique data to help your business craft a unique marketing message for that person. This method of communicating with consumers is a great way to increase organic social media results and get better business results without having to spend money on advertising.

Hotspot Campaigns

A hotspot is a router with the ability to connect many devices to the internet, and it offers numerous benefits to businesses and consumers alike – some of which may include increased data security, faster and stronger connection speeds to the internet, and free connection to the internet for customers at your place on site. By accessing these hotspots, customers agree to securely share their data with the company providing this hotspot.

With the spread of remote work across all industries in today’s work environment, people are making a living from their electronic devices. When someone connects to your company’s hotspot, you’ll get first-hand insight into their habits in terms of time spent at your location and other key data that can help you provide that person with a tailored experience, leading to scalability can contribute to your brand .

For example, WiFi analytics from hotspots can help businesses understand customers’ preferred days/times to visit and the time they spend at your location. When customers walk into your office and are asked to log into your WiFi with their email address or phone number, their information is cross-referenced on social media, where they are retargeted with ads relevant to their dates be able. Customers can also be prompted to follow your company’s Facebook page with a “Like” as soon as they enter your location’s Wi-Fi, thereby growing Facebook followers without spending a penny.

Related: 5 creative ways consumer data can quickly scale your business

Data doesn’t have to be scary

An article from Harvard Business Review stressed the concern many people have about storing and sharing their data with companies and other businesses. The article also emphasized that data sharing is something not to be afraid of, and that data ultimately serves to help businesses and consumers find a harmonious and mutually beneficial middle ground.

Not only is it possible, it’s likely, as consumers expect and demand personalized experiences from businesses. In fact, 71% of consumers expect personalized interactions and 76% of consumers are frustrated when they don’t get that personal touch.

Consumer data is the bedrock on which modern marketing operates, enabling consumers to receive the customized marketing they are looking for. Back to the article from the Harvard Business Reviewanother important lesson was learned: consumer data can help the consumer find the experience of not only finding what they want to buy, but also what might interest them, leading to greater enjoyment.

A previous article by entrepreneur also made a big point about data when it pointed out that only 11% of customers had a negative feeling towards retargeting ads, while 30% were positive about those ads and another 59% were neutral – confirming the fact that most consumers today understand the value of their data to businesses and ultimately how sharing their data with those businesses will benefit consumers.

By incorporating hotspot campaigns and marketing tactics into your business, you optimize each consumer’s experience and increase the likelihood that they will have a positive time with your brand. This attributes to how hotspot campaigns and marketing can increase organic social media traffic.

Related: 3 ways customer data powers pinpoint marketing

People want to connect with your brand

A study conducted by Sprout Social shows that 64% of consumers want brands to connect with them, and 78% want brands to use social media to bring them together. Other key findings from the report showed that brands and social media can foster connections, and that most people feel connected to a brand because they trust it.

Compiling consumer-generated data via a hotspot campaign and then leveraging that data to provide consumers with the personalized experience they want opens the door for consumers to trust your brand. Again, this isn’t because you just showed consumers things they would want to buy from you, but because the products/services, sales, and communications you provide each person with are substantive and unique to them.

Showing these customers your value to your business and your desire to provide them with real solutions helps build that trust and opens a door to more organically stimulated traffic and engagement on social media.

The premise is correct that having more followers is better, but that’s only part of the puzzle. Organic followers are far more valuable than paid followers as they engage more consistently with your social media marketing and increase the return on your investment. Social media success fueled by organic, loyal followers then drives further increased awareness of your call-to-action across all marketing platforms, securing your overall marketing goals. Finally, when these loyal followers engage consistently with your brand on social media, in person, and across digital displays and text messages, you will receive incredibly valuable and actionable guest behavior and feedback necessary to navigate these difficult and competitive times.