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2020: An Amplified Battle For Retention
January 7, 2020
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A New Year should always bring optimism for how we want to be better versions of ourselves, and an even more meaningful brand for consumers.
In the social space, it takes strategic consistency to drive continuous interest and conversion in order create real, tangible impact on ratings and revenue.
And with everyone so distracted; scrolling, posting, swiping, tweeting, liking, sharing, downloading, snapping, etc...it would do us well to revisit and refine quarterly how we are using social to define voice and image, how (if at all) we are interacting with the audience; reminding everyone they matter, and how we are cultivating sustainable relevancy.
Image courtesy of Danielly NettoHere are three areas of focus for the start of 2020:
More Meaningful Measures of Engagement
Move beyond counting "likes" and center on:
Conversation - an actual back and forth with fans
Connection beyond the confines of social media
Creating "holy crap" moments
Community efforts others won't or cannot pull offCome at Content from the Audience Point of View
Never assume what we're doing has inherent value.
Pay attention to audience signals. Does your content:
Teach, inspire or entertain?
Help people feel empowered, included, confident or relatable?
Speaking at Alpha Media's Programming Summit, Portland Pop-Up, it made me laugh how much everyone in the audience laughed as we were talking about all the mediocre content in our News Feeds and I said, "We've become a nation of "scrollers" because so much content is shitty."
It's real.
We have to listen better. When we really listen - we understand the trends, topics and experiences that matter to the audience most.
Monetize This Now
When it comes to paid posts in the social space, people don't care if content is sponsored or not - what they want is discovery; selling a feeling.
Help the audience imagine the look and feel of the product in their lives. Make paid posts useful. It's a great trust builder.
Step out and try new moves this year. Build on interest, conversion and retention.
Brands that pay attention in the social space and go beyond expectations will find more opportunities for growth, leading to a more loyal (and profitable) audience base.
I would be thrilled to get you started on how to put this all in motion. Let me know if I can help.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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