Imagine this: you walk into a store, you’re having a look around, you find what you’re looking for and you go to pay, but nobody is there. There’s not a single store associate on site. Sounds ridiculous, doesn’t it? But this is what businesses are doing with social media.

Within your social media following – or prospective following – there are hundreds, maybe even thousands of people waiting. They’re standing outside of your store, waiting to see what you can offer them. Are you encouraging them to come in? I hate to break it to you, but you’re probably not.

Human nature

What people often forget is that we are all just people. We’re all real people with real lives and real personalities. We don’t all have to be corporate robots. When it comes to social media, this is what will set your brand apart because the beauty of social media is exactly that: it’s social. It’s not always about pushing your products and service into people’s faces until they crack. It’s human. It’s sociable.

People buy from people

Like with anything, people buy from people. People relate to people. Therefore, when it comes to your social media strategy, engagement should be at the forefront. When implemented as an ongoing, essential area of a digital marketing strategy, interaction with others has the power to set your business apart and grow your social media platforms endlessly. It sounds so simple, something so trivial and, well, obvious, but you’d be surprised at the lack of engagement in the world of B2B social media marketing.

Many people have this idea that they can post a few social media messages a week in a robotic fashion and the followers – and sales – will come rolling in. But remember, if you’re standing in that store with no sales associates, what are you going to do?