If You Are Getting These 3 Wrong, You Are Annihilating Your Social Media Marketing!
Unlike other types of marketing, social media marketing is less “visual” in terms of metrics. Sure, there are pieces of software that try to give you some sort of data based on the social signals that you give off, but are they really that accurate?
While we do agree that you can measure the number of visitors that visit your website directly from a social network with simple link tracking, we would like to remind you that social marketing is a bit more than that. Software cannot measure brand recognition (yet); or people who visit your website by manually typing in your address just because they “remember seeing your brand name on their Facebook Home Area”; or customer loyalty.
With that in mind, it’s important to keep 3 concepts in mind when it comes to social media marketing. It’s not just about “just posting more” or “just tweeting more often” to “get more clicks”.
Concept #1: It’s not about “How much”, but about “Why”
Social networks are pretty lenient about how often you can update your status, make tweets, or post messages in public. However, it’s not always a good idea to exploit that. It’s actually almost always counter-productive.
Instead, focus on “Why?” – and the why isn’t always about making a sale!
Are you trying to make a sale? Is the status update to make your customers love you (free gift, big discount, etc…)? Or maybe it’s just to share that one of the members of your staff spilled some coffee on herself (brand awareness by sharing small, fun stuff that’s going on “inside”).
Don’t try to do everything in one post. A good rule of thumb would be to pick ONE goal from the above, and put all your creativity in it.
This alone will drastically cut down the time spent on the social networks. Remember, 1 post about a coffee spill could be more effective than 15 posts about “Product 1”, “Product 2”, etc…
The awesome thing about social media marketing is that other people will share the content that you post. This essentially means free advertising! Plus it’s one of the most effective forms; it’s as close as word-of-mouth advertising as it can get online.
BUT! Just posting something and hoping for it to happen is not gonna cut it! The social media population will help you only if you help yourself first. I would actually go as far as saying that it’s your responsibility to start the sharing.
Once you post something on a social network, get it noticed. Send an email to your subscribers about it. Blog about it. Get other bloggers in your niche to blog about it. Give an incentive for people to comment on it and share it. Start the buzz.
Concept #3: Counter-intuitively, social media takes time
It’s ironical. Social media is supposed to be “quick”, right? It usually is. However, when speaking about “business”, it’s a completely different story. Business owners are kidding themselves if they think that they just need to post something to make sales.
The social audience is not used to typing its credit card number while checking out a friend’s profile, and even less rushing to a store because a new product has been released.
Social media is more than that. It’s more personal. It’s about building trust and relationships. If you focus only on “making sales”, social media marketing might be forever dead for you in the future.
On the other hand, if you think long-term, what you post today is what might bring you hundreds of sales 1 or 2 years down the road. Is that “too” long-term? Probably. But for serious businesses, it holds a lot of value. Lifetime customers, brand recognition, online AND offline word-of-mouth advertising; it’s really worth it for some.
Any business can use social media marketing as part of its advertising strategies, but the truth is that this form of marketing is not for everyone. If the 3 concepts above do not resonate with you, social marketing is probably not for you.
If you are looking for a more “direct conversion” from visitor to buyer, then better options would be SEO, PPC or PPV.