It’s always a tat bit irritating when businesses on Facebook freak out about the number of fans they have. What’s with the obsession with numbers anyway? Why are businesses always looking for ways to get people to ‘like’ them? You would think, with all that’s written about social media marketing over the web, people would get it by now that increasing their number of fans on Facebook is not really the point of being on the social site. It’s more about creating engaging content and having a workable marketing strategy. If you focus on these two things, the fans will inevitably follow. You will never be successful on Facebook if you don’t focus on the right things.
Your Facebook Reach
Your Facebook reach is the number of people who see the posts you make on the social site. It is NOT an indicator of how many people actually read what you share. It simply measures how many people scroll over your posts in their news feeds.
Clearly, Facebook reach is a metric that’s not very useful as an indicator of your performance on the social site. As a marketer, there is no harm if you choose to monitor your Facebook reach. It is an important social media metrics but don’t get warped by it.
On any given day, assume that 50% of your fans get on Facebook and an average user spends 30-60 minutes on the social site. A Facebook post, as you probably already know has an average lifetime value of 2.5 hours. This gives a post an average reach of 10-15% no matter how many fans you have.
Your Facebook Relevance
So we’ve seen what Facebook reach is. Now let’s talk about relevance. Your Facebook relevance is a measure of authority and trust. In effect, it measures how the information you share on the social site spreads. It measures the sharing of content by our audience.
If you are using Facebook marketing to target a particular audience, relevance can help you save money on your advertising expenses. This is because you will only be targeting a relevant audience and target customers. Rationally speaking, if you can select the people you reach out to, why target the whole world? Focus your energies on people who are likely to convert into buying customers.
So based on what you’ve read so far, if you had to pick one thing to focus on, reach or relevance, which one would you pick?
I say, be greedy! It’s okay to want both. And together we’ll see how you can get away with it.
1. Engage! Fans will Follow
Any business investing in social media marketing would need a fair number of fans on Facebook. If you are looking to increase your Facebook reach, forget about buying Facebook fans and focus on creating quality and engaging content for your fans. If you have any idea what Facebook EdgeRank is, you would know why engagement is important on social sites like Facebook. Briefly, the more your fans engage with your posts, the greater the reach and visibility of the posts.
In functionality, Twitter is a real-time information network. It connects users to a wide array of stories, ideas and opinions. At core, Twitter is a collection of small bursts of information. These are called Tweets. A Tweet is a 140-character long single unit of information. For people who are adept at using Facebook, this might seem like a really restricting factor but don’t let the small size fool you. If you know how to use the 140-character space, in a single Tweet, you can share a lot: photos, videos, a whole story.
For businesses, Twitter opens a whole new dimension for brand promotion. Connecting businesses and customers in real time, Twitter is an incredible tool for brand promotion and quickly sharing information about products and services with people. Twitter can also be used to gather industry intelligence and build connections with potential customers and industry influencers.
Using Twitter for Brand Promotion
1. Build a Presence for Your Brand
Your Twitter marketing experience depends on two factors: your Twitter account and your Twitter profile. Without these two things, it’s going to be hard to tell your story. Remember to build your Twitter presence so it has the same look and feel as the other online marketing tools you use. This makes it easier for people to relate to your brand.
– Choose a proper account username: This is the name that will appear next to all your Tweets.
– Choose a proper profile image: Twitter allows for two images that you can use to tell your business story. The Twitter profile picture is a square photo; The Twitter profile header is similar to the Facebook cover photo. You can also tamper with your Twitter background.
– Complete your Twitter profile: This includes details about your location, your website and your biography. Every piece of information you provide brings you one step closer to a stronger foundation.
2. Start Following
When you are done setting up your account and filling in your profile information, the next thing to do is to start following relevant people. When you “Follow” a user on Twitter, you essentially subscribe to everything they share. So follow people wisely.
Note: Twitter has rules concerning aggressive following. If you are new on Twitter, the instinct is to follow as many people as possible but remember to take it slow. Also, your Twitter experience will largely depend on the people you follow so make the right choices.
3. Start Talking
Twitter shares many features with the other social sites but it is also unique in many ways. For instance, talking on Twitter is different. It is more fast-paced, more hectic.
To find your footing in the Twitter world, give yourself some time. Test the waters and observe what other people are doing. Jump in only when you know what you should talk about.
A Tweet can be:
– A public Tweet
– A message to someone, so an @reply Tweet
– A mention
– A direct message (DM)
– A reTweet (RT)
Ever since Google launched Penguin updates, website owners are constantly on the lookout for legitimate link building opportunities. Guest blogging has been of great help to many marketers but as a business website owner, you need a diverse backlink portfolio. If you’ve exhausted all possible link building opportunities for your site, say hello to social media giveaways!
A relatively recent concept, social media giveaway is a link building technique on the rise, being an absolutely fantastic way of generating organic links while encouraging social media engagement and social sharing. Talk about killing two birds with one stone!
How to Use Giveaways to Increase Social Engagement and for Organic Link Building
1. Create a Giveaway
Obviously, if you are thinking of using a social media giveaway for the purpose of building SEO links, you first need to decide what it is that you are going to give away. Is it going to be a product or a service? How about a gift card or a promotional voucher? Or better yet, everyone loves cash, right? How about you offer a $50 or $100 VISA gift card?
Once you decide on a giveaway, you will then need to think about 2 things:
While a giveaway is an incredible way to increase engagement with your audience and also build valuable organic links, you can’t afford to spend money you don’t actually have. Be reasonable about your financial status.
b) A Rafflecopter entry form
The reason you want to create a Rafflecopter entry form is that it is easy to set up. It generates an exportable code that you can easily place on a site. Share this code to promote your giveaway.
In 2013, social media has revolutionized how companies market their products and services over the web. The traditional methods of reaching out to potential customers have, in many ways, been replaced or partially replaced to give way to marketing on the social sites including Facebook, Twitter and Google+.
With these changes happening very fast and social signals becoming increasingly important in how Google and the other search engines rank websites, businesses are under pressure to adapt to the new challenges, familiarizing with new tools, understanding online visibility and engagement and rethinking techniques to drive sales.
This might seem like a lot of work but in reality, while the technology and way of doing things have changed, the basic principles of customer service and marketing are pretty much the same.
Some Habits of Successful Businesses Using Social Media to Drive Sales
1. Bring Your Sales and Social Media People Together
For social media marketing success, there should be an overlap between your social media and sales people. The two jobs are interconnected and the efforts of one team augment the efforts of the other.
If you want your business to do well on the social sites, you need to find innovative and creative ways to bring your social media and sales people together.
2. Stay True to Your Professional Profile
On the social sites including Facebook, Twitter and Google+, you should have a professional face and subsequently stay true to that profile. If you have a personal and a business account on any of the social sites, for example, Facebook, keep the two separate. This is one of those times when you need to keep your personal life away from your professional life.
Note that even if you keep your personal and business social media accounts separate, it is advisable that you maintain a certain level of professional conduct even on your personal accounts. These accounts are still accessible to people and therefore exposed to the public eye and scrutiny.
3. Always Strive to Build Connections
Being a member of a social community is only part of social media marketing; the other part is actually participating in the community. To that end, if you are on the social sites to increase your business reach and impact, keep connecting with new people and expand your reach: Always be on the lookout for new people to draw in.
The key thing to remember at this point though is that you are on the social sites to drive your business sales. The point of joining Twitter is not to draw in thousands of followers but to draw in thousands of customers. The challenge is to reach out to people who could potentially convert into buyers. Target a receptive audience: you don’t want people following and liking you who have no interest in what you have to say.