Community engagement isn’t just a nice-to-have. It’s the key to scaling your brand. In this episode, Emma breaks down the true power of building real relationships through social media engagement. If you’ve been focusing solely on posting content and hoping for the best, you might be missing out on the most impactful part of your marketing strategy: authentic conversations that convert. Emma shares why content alone won’t keep your audience around, and how community-first marketing can completely transform your sales pipeline. Whether you’ve never replied to a DM in your life or you’re spending hours in the comments section, this episode will help you rethink the role of engagement in your business growth. Plus, she pulls back the curtain on how Ninety Five Media’s unique team structure includes a community coordinator to help you build relationships at scale without adding more to your plate.
Listen in as Emma explains:
- Why engagement, not content, is the true driver of conversions
- The difference between inbound and outbound community engagement
- What to prepare before hiring a team to handle engagement for you
And much, much more!
Why Engagement, Not Content, Is the True Driver of Conversions
As Emma explains, content might get someone to stop scrolling, but it’s the engagement that keeps them around long enough to buy. Consistent, strategic community interaction builds trust, nurtures leads, and drives real relationships that convert. Without replying to comments, DMs, or starting new conversations, your audience stays cold — no matter how good your content looks. True growth happens when your brand shows up like a human being, not just a content machine. Engagement makes your business feel alive, approachable, and worth investing in.
The Difference Between Inbound and Outbound Community Engagement
Inbound engagement, as Emma explains, means responding to people already in your orbit — comments, DMs, and existing followers. Outbound engagement is the proactive piece — reaching out to new potential followers and leads who haven’t discovered your brand yet. Both are essential to a full-funnel strategy. Inbound nurtures and retains your warm audience, while outbound brings fresh visibility and growth. When used together, they create a cycle that fuels your entire marketing engine and builds momentum over time.
What To Prepare Before Hiring a Team To Handle Engagement for You
To set your marketing team, and especially your community coordinator, up for success, Emma recommends preparing three key things: a clear picture of your current engagement SOPs, a well-defined brand voice, and clarity around your business goals and KPIs. These assets become the foundation for how your team sounds like you and moves in alignment with your vision. The more clearly you can articulate how you want your brand to show up online, the easier it becomes to delegate confidently and scale with intention. When done right, this prep work pays off in a team that feels like an extension of you.
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