Social Media Marketing Tips
Engagement is the Currency of Social Media
Engagement is the currency of social media
The hard part is creating content people want to engage with. By analysing the reactions people have with your content, you can learn what kind of content you need to be producing.
Couple problems -
There is the content you like to make and the content people like to engage with. You can't create content that doesn't fit within the parameters of your brand and marketing plan, so what do you do?
The best thing you can do is create the best content you can. Content that reflects your brand, reputation, and image. Then tell your story to the marketplace to attract those customers who will identify with your product or service. You will have to boost posts and pay for ads to get your message in front of the right eyeballs.
The other problem is the lurkers who don't engage with any content, making it harder to know what is good content and what is bad content. Even if they love what you create, you'll never know, so you might as well make content that reflects who you are.
You can't be everything to everyone, don't try to be. Be you.
Entertain, Educate, Inform on Social Media
Social media is an interactive platform to build a community. It is not a broadcasting station to scream your ad all day long.
How can you get better results on social media?
Consider all the ways you can entertain, communicate, and include others in your business' story. Think like an informative, educating, entertainer.... Basically, be Bill Nye the Science Guy.
Facebook is making it harder for businesses to engage with their followers.
It is putting a wall up between the two so that businesses have to pay to get their message in front of their targeted market. The minute Facebook went public profits became important and considering the size of their community, they have every right to charge for advertising.
Facebook advertising is different.
It is better suited to branding than it is to sales or driving traffic off site to your website.
The rules keep changing and what worked yesterday will not work today.
The amount of noise, competition, and distraction the audience is faced with makes it harder than it was five years ago to get noticed by your fan base.
Businesses have to be strategic and constantly aware of how their audience interacts with the content to get the most out of their advertising dollars.
Testing the market before jumping in with all resources will help businesses get in front of their target markets and ensure they get the most out of their budget.
Anaysing the results and digging deep into the data to understand the how your ads and posts are being received, engaged with, and charged is vital to making better decision on future ads.
It has never been easier to get in front of your target market and it has never been so complicated to manage an advertising campaign.
Social Media is about People not Tech
Since we communicate on social media with technology and don't actually see the person we are talking to it can be hard to remember that there is someone on the other side of the screen. This can be seen when people make cruel hurtful comments on stranger's posts. Comments they would never make to someone's face in the real world for fear they'd get beat up or slapped down hard.
The thing is, you are creating content in hopes that people will read it and not be offended or think you are a troll. Create marketing messages that appeal to people's emotional needs. Understand why your customers buy your product and create interesting content that explains how you meet their needs and solve their problems.
You Got to Pay to Play on Social Media
In the days before everyone and their dog got into content marketing and posting on Facebook, social media had the power to do amazing things for a brand.
In today's world, you have to pay to play - but before you do you need to understand how Facebook ads work or else you'll end up spending a lot of money you didn't need to spend.
It's not good enough to occasionally put a look at me ad every once in a while. It takes a strategic plan of action to ensure that you are getting the best ROI possible. Keep the sales ads to a minimum.
Social media and online reviews are the 21st century's version of word of mouth and are more valuable because of their reach.
Are you asking your customers to write reviews?
Are you finding social media engagers to follow your business page?
Are you engaging with your customers to be part of the conversation?
Don't fear reviews. Good and bad are opportunities for you to tell your story, show your integrity, and inform about your policies.
Let's say you get a horrible review from a client who wasn't happy with your service. You did everything you could to make them happy, you even gave them the kitchen sink and they still sunk you online.
Has this happened to you?
It happens to small businesses all the time because some people are jerks. They want to get everything for free and have you thank them for the opportunity to serve them. These are the people you don't want to have as clients, they don't deserve your service.
When I worked in the online review industry I had clients who found themselves in this position and would call me looking for help. The good news was that the review brought them to the table and they could tell their side of the story in a professional manner. It also meant that the business owner could bring all his happy reviews to the table to offset the one bad review.
Online reviews are like a scale. Good on one side, bad on the other. As long as you have enough good reviews to offset the bad ones, you're golden. In fact, your more golden then if all you have are good reviews, because people don't trust companies with no scars.
Reviews and customer comments on social media are part of your story. Draw on them to show the marketplace why they should contact you.
Social Media is Today's Word of Mouth
Beware the Hashtag Overuse
It can be tempting to stuff your post with hashtags, even hashtags that have nothing to do with the post itself, to get more eyeballs on your content. This practice is not well received and considered spam. We all hate spam and I'm not talking about the canned ham kind.
Some platforms like Instagram are hashtag friendly and you can use as many as allowed, on Instagram that is 30 hashtags. However, only if you are using hashtags that match the photo you posted.
Others like LinkedIn and Facebook frown on too many hashtags and you are better off limiting them to three or risk having your profile flagged as spammy.
Add hashtags to your posts, but use them wisely, to be part of a conversational topic, not as a way to advertise.
Social Media isn't a Commercials only station
I know you are on social media to get people interested in buying your product and service, it can be tempting to post ad, after ad, after ad.
Thing is, people don't like to be sold a product, they don't want to share advertising with their friends and family, they want to share stories, images, and interesting facts.
If you want people on social media to buy your product, you need to build a reputation for being likeable, caring, and trustworthy. People want to have a relationship with you before buying from you. Developing a virtual relationship is different than a real world one, it takes a lot more time, patience, and less sales pitches.
Is there a Social Media Heaven?
Yesterday, my Uncle Bernie died. Well, kind of. His last Facebook post read: Hey everyone, after some serious thinking on the golf course, I've made a decision. I'm deleting my Facebook account. If you need to contact me I can be reached at....
When I checked back a few hours later, so I could write down said contact information, his profile was gone. Well, it was a slice Uncle Bernie watching your global golfing adventures, but how am I supposed to know you are still swinging? I guess I'll have to call your mom.
His abrupt exodus from Facebook got me thinking. I pondered the messages marketers and businesses receive on a daily basis about the high number of people using Facebook and the actual importance of social media marketing for businesses.
My Uncle Bernie is not the only person to leave Facebook. Many people of all ages have chosen to either leave, take a break from it, or use it sparingly.
Social Media is a Community...
If you approach social media as a place to build community and connection rather than a place to sell your wares, you will find success.
As people get to know you, know more about what you do and why you do it, they will start to pay attention and when someone they know needs your services, they will refer you.
It can be time consuming, difficult, and frustrating, however if you approach social media strategically and create helpful content people will find interesting, you will meet your goals.
Marketing in today's competitive filled market needs a strategic approach to branding, marketing, and sales. Need help? That's where I come in.
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