You Can Observe a Lot By Watching Your Brand Engagement (And Your Competitors, Too!)
by R.A. Rowell; Content Creator Coach
"You can observe a lot just by watching." - Yogi Berra
Oh, Yogi, of course, you can observe a lot just by watching!
The great Yogi Berra was an amazing baseball player and later a very good team manager and coach. He's also famous for saying a lot of things. Many of them, often known as "Yogi-isms" seem odd at face value, and many of which seem obvious. However, sometimes if you really think about these "Yogi-isms" you realize that there's more to it.
Observing Means Paying Attention to the Right Things
What Yogi Berra meant is that you can learn a lot from observations if you pay attention to the right things. In baseball, as well as football and other sports, there are little things to watch for to give you a competitive advantage. You may have heard of "stealing signs." Indeed, cracking the code to your opponent's coaching signals certainly helps. It's a big deal in American football, too.
Just by watching the social media pages, blogs, and other public channels of companies who are in a related field as you, or even your direct competition, you can learn a lot. Seeing how people engage with other brands can tell you what they might be doing right. In fact, you can also see what's not working, too, which is just as important. This is called competitor research. You can then adapt some of these things that are working for them to attract the same sort of brand engagement.
Beyond just taking cues from your competition, you can learn a lot by observing your own brand engagement, as well. You can glean valuable insights into what you may or may not be doing correctly just by how people interact with you (or don't). If people aren't interacting, you may want to consider how to increase brand engagement. The best question to ask yourself is "how can I offer more value?"
Watching Your Own Brand Engagement Closely Can Give You Clues About What to Do Next
Watching how people interact with your brand should give you an idea if something should work or not work. Obviously, if something you post on your blog or website is getting more views than usual or more likes on social media, then you're doing something right.
Also, it also doesn't hurt to hint at things that you're trying. It's a sort of passive market research. Social media, in particular, is a great place to test out ideas before you commit to them. But, what if your brand is consistently getting no real engagement? What is there to watch, then?
You just have to watch the right things. If your website and/or blog is getting page views, that's something. If people are liking your page, that's something. Engagement isn't always super obvious. But, it's watching the less obvious things that can give you the most important information.
For example, say you have a blog post that consistently gets views when you share it on social media. You may also have a post that gets a lot of search traffic on its own. Obviously, people are attracted to that post. Creating social media content around that post, taking quotes from it, and making attractive images out of them, is one strategy. Sometimes, you can just reshare popular content that doesn't compete with your brand, but complements your brand's values. Use a variety of strategies to attract engagement to your website and social media. Then, focus on the ones that bring the most engagement, and of course, any that bring you sales and new customers.
The knowledge and insights you need to take your brand in the right direction are likely there already for you to see. You just have to take a step back and observe. Sometimes, it's what's not being done by others, or done as well as you could do it, that you end up seeing.
The key to increase your brand engagement and jump-start your business may even already be right in front of you! Need help with creating engaging content or doing competitor research? Hire the social media, content marketing, and branding specialists at Brand Shamans and we’ll show you how!
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