Mastering the art of online engagement

In the crowded online world in which we live, engagement is king. For any business, whether a one-man band or a large corporate, understanding how to captivate an audience is essential.

Account Director Sarah Allum and Senior Account Manager Katy Melhuish recently attended GREENHOUSE’s annual marketing and sales conference in Jersey. The event featured speakers who shared insights on growing an Instagram audience, increasing efficiency through AI automation, building a personal brand, and leveraging LinkedIn for lead generation.

Read their top takeaways from the session below. 

Growing Your Audience on Instagram 

Consistency and variety are key on Instagram. Instead of a single image, use multiple images or carousels to keep your content dynamic and engaging. This approach helps you add value for your followers and increases your visibility. Try posting four related images that tell a story or showcase different aspects of your products or services.  

For Instagram Reels, industry expert Camilla Richardson recommends posting two or three reels per week to boost visibility. Reels offer a creative way to showcase your brand’s personality, share tips, or highlight customer testimonials. Consistently posting reels increases your chances of appearing on the Explore page, attracting new followers. Adding a voiceover can also help to make your content more relatable. 

Instagram users also appreciate direction. Include clear calls to action (CTAs) in your posts and stories. For example, phrases like “Swipe up for more details” or “Comment below with your thoughts” guide your audience on what to do next, helping to boost engagement. 

Automation for Productivity

Automation can significantly improve productivity, but for smaller businesses, it can seem daunting or expensive. However, it doesn’t have to be. 

Start by identifying repetitive, time-consuming tasks such as email outreach or social media posting. Once you understand these processes, you can automate them using tools like Make.com or Bardeen.AI. These platforms help create automated workflows that easily integrate your systems.  

The benefits of automation go beyond efficiency. Studies show automating sales and marketing tasks can increase staff happiness by up to 40%. By removing mundane tasks, your team can focus on high-value activities that drive growth and improve morale. 

The ROI of Personal Branding 

Building a strong personal brand is essential for increasing lead generation, sales, and career growth. As Phil Ossai, owner of the personal branding agency Ossai, explained, personal branding is about establishing your reputation and credibility within your industry. However, despite its importance, only 43% of founders fully understand its potential. 

A clear strategy with defined objectives is key. Consistency in messaging and content is crucial, as personal branding, like any investment, requires regular effort to yield results. Engaging with relevant topics and ensuring your messaging is both contextual and timely will build trust and strengthen your brand. 

Monitor your personal brand’s performance by using analytics to track engagement, audience growth, and conversions. This will help you understand which strategies are working, ensuring your brand continues to deliver value and expand opportunities. 

Using LinkedIn for Lead Generation 

LinkedIn is a powerful platform for expanding your professional network and generating leads. With over 42 million members, it offers vast opportunities. The key is engaging the right audience. 

To position yourself as an industry thought leader and attract clients or partners, craft your profile and engage with content that resonates with your target audience. Conversion coach Richard Moore recommends the following approach: 

• Use targeted keywords relevant to your industry. 

• Leverage LinkedIn’s search tools to find active connections in your niche. 

• Participate in events and discussions to identify potential leads. 

Once you’ve established a network, nurture these connections by engaging with their content and offering solutions to their challenges. Don’t hesitate to use LinkedIn’s messaging and InMail features to start conversations. Building trust and showcasing your expertise will help turn leads into clients or collaborators, driving business success. 

At Black Vanilla, we understand the importance of creating meaningful engagement. Whether you need help building your audience, streamlining processes, or refining your personal brand, our team is here to help.

With a focus on tailored strategies, we can help you find growth opportunities across digital platforms like Instagram and LinkedIn, ensuring your business stands out.  

Get in touch to find out how we can support you: Katy@black-vanilla.co.uk