How to Build Your Online Audience: The Four Pillars of Engagement

Do you feel like building a strong online audience is a daunting task? It doesn't have to be. At its core, audience engagement is about providing value in a way that resonates with your followers. A great way to think about this is to categorize your content into four key areas: Educate, Entertain, Inspire, and Promote.

Let's dive into how you can use each of these pillars to create a content strategy that attracts new followers and keeps your current audience coming back for more.

1. EDUCATE: Become a Go-To Resource

People love to learn. By sharing your expertise, you establish yourself as a trusted authority in your niche. This builds credibility and trust, two essential ingredients for audience loyalty.

• Answer a popular FAQ: Think about the questions you get asked most often. Create a post, a Reel, or a short video answering it directly. For example, a realtor could address, "What's the difference between a condo and an apartment?" or a designer could explain, "How do I build a timeline for an installation?"

  
  

• Be an Expert on LinkedIn: Use your expertise to answer questions in posts, respond to articles, and provide knowledgeable advice to help others solve problems.

  
  

2. ENTERTAIN: Spark Joy and Connection

While education is important, not every piece of content needs to be a lesson. Sometimes, your audience just wants to be entertained. This type of content helps you connect on a more personal level and shows the human side of your brand.

• Daily BTS posts: Take advantage of behind-the-scenes opportunities, big and small. A simple "How I put together your listing brochure!" post or a fun, themed video for Neighbour Day can increase engagement. When your audience can connect with you through shared emotions and experiences, they become part of your circle.

  
  

• Ask fun questions to your audience: This is a fantastic way to boost engagement and get to know your followers. Try questions like, "What's the most talkative wild animal that thrives in your yard?!" or "Smoky blue or hot pink for your cabinets: yes or no?" The goal is to start a conversation, not just broadcast a message.

  
  

3. INSPIRE: Motivate and Uplift

Inspirational content is powerful because it taps into your audience's emotions and aspirations. When you inspire someone, they're more likely to remember your brand and feel a positive connection to it.

• Post local, small business quotes: Ask for quotes in your community that align with your brand's values. A local plant shop might share a quote about how living things in your space revive and rejuvenate a room, while a business coach could share one about perseverance. Visual quotes perform well on platforms like Instagram and Pinterest.

  
  

• Respond personally to stories: Look for stories of success, overcoming challenges, or even behind-the-scenes journeys from others. This could be a story about how they started their business or a client's struggle with their pet. When you respond in comments or direct messages, it shows your interest in building community and sharing empathy.

  
  

4. PROMOTE: Drive Action and Sales

Finally, a key part of an online presence is promotion. While the other three pillars build a relationship, this pillar is where you turn that relationship into a tangible result. The key is to do it strategically, not constantly.

• Give free samples: Offer a digital download like an e-book or a checklist, or give away a small physical sample of your product. This allows people to experience your value firsthand, making them more likely to complete a transaction.

  
  

• Host giveaways: Giveaways are a fantastic way to grow your following and reward your existing audience. By asking people to like, share, and tag a friend, you can rapidly increase your reach and generate buzz around your brand.

  
  

Conclusion: Building Your Community

By weaving these four pillars into your content strategy, you can build a dynamic and engaged online audience that not only listens to what you have to say but also becomes a loyal community.

Remember, the goal is to create content that resonates with your audience. Whether you choose to educate, entertain, inspire, or promote, each piece of content should reflect your brand's values and mission.

So, which pillar will you focus on today? Let us help you create stunning media that tells your story and connects you with your audience.