How To Get More Out Of Your Small Business Social Media Marketing Strategy
How To Enhance Your Social Media Marketing Strategy
Are you like most of us, using social media because some marketing guru told you to or it is the must-have for any business, large or small? If you are like most of us, you are seeing little to no return on your investment. The more you use, the less you feel like it works and social media is just becoming a burden and a waste of time.
The only people that engage with you are salesmen or marketers pushing their brand or the “entrepreneur” that is trying to get you to join their exclusive, no catch, money making system also known as a pyramid scheme.
The goal of social media is to exchange ideas, have conversations, or make real acquaintances. Not to have some sales person try to sell you their products or services every 5 minutes. So as you continue to grind out social media and continue to expand your community, let’s look at some ways to enhance your social media marketing strategy and finally start seeing some results for your hard work.
When someone asks you a question, what is the first thing you do? You can either run in the opposite direction because people scare you (I don’t blame you) or as a normal person, you can answer it. Social media is no different.You have to give people a reason to respond to your posts. Pretty simple. Part of your social media marketing strategy should be to engage with people and have a conversation, there is no way to do that if you are not asking questions. Here are a couple easy questions you can ask your social media audience, just add any text to the question.
You have to give people a reason to respond to your posts. Part of your social media marketing strategy should be to engage with people and have a conversation, there is no way to do that if you are not asking questions. Here are a couple easy questions you can ask your social media audience, just add any text to the question.
Here are a couple easy questions you can ask your social media audience, just add any text to the question.
- What are your thoughts about…..?
- Do you think…..?
- Have you ever tried…..?
- Do you agree….?
Asking questions can really enhance your social media experience and start to build relationships that may have never existed.
Stop Using The Blog Title
It is easy to find a great blog post and just share it. The problem is that most of the time, the blog post title is the only thing that shows up in the social media post. If you just share the blog post title, it is borning. This is not going to help you move the needle on social media.
The stronger the headline the more likely someone will click on your update. There are two ways to look at your social media posts: sharing others content and sharing your content.
Sharing Others Content
I have a confession to make, I am as guilty as the next person on this. I hit the button on my social media scheduler and do not change the title of the blog post. It is just easier to hit share and be done with it. My challenge to myself and to you this year is to change that auto share title and add your own personality. Tell your followers why you liked the article or ask them what they think (remember to ask questions). Don’t just take the easy route and push a button. Make the most of your social media updates and give a little personality.
My challenge to myself and to you this year is to change that auto share title and add your own personality. Tell your followers why you liked the article or ask them what they think (remember to ask questions). Don’t just take the easy route and push a button. Make the most of your social media updates and add a little personality.
Sharing Your Content
If you are blogging for business and most of you are (or need to be), you are using social media to help promote your blog. I know you put a ton of time into your blog headline, but make sure to tell your social media followers why they need to read your article. Social media headlines are the first thing that your audience is going to see on your social media post.
Test different types of headlines to gain interest in your posts, shares, or tweets. Asking questions, sharing data, different action words, relevant quotes, or my favorite personalization are all great tests. Test these different types of headlines to get more interaction and gain more followers.
Here are some headline ideas you can use for your blog and also your social media to get more engagement:
- How to’s – Example: How to grow your social media following by 100%
- Reasons why – Example: 8 Reasons Why You Need To Use Social Media
- Give Me – Example: Give Social Media 30 Days to Get More Web Traffic
- Questions – Example: Do you wonder why your social media is failing?
Use Images As Much As Possible
They say is “an image is worth a thousand words”. Your social media marketing strategy must include using images whenever possible. Photos on a Facebook updates will get 150% more likes than posts with no images. Andy Warhol said it best, “I never read I just look at pictures”. Pinterest and Instagram are becoming more and more popular because they are a visual social media platform. Test the images you are using and find out what your audience prefers. Make sure that the images are relevant to your audience and to the content you create.
Retargeting is not free, but it is more effective than posting paid articles and updates. It is effective because you can focus your advertising spend on the right people. For example, you can place a tracking pixel on your website or blog. Then in Facebook only target the people that visited your site. This will increase your return on investment because the audience has already shown interest in your product or service.
Your current customers and potential customers are already using social media. Many of them are expressing some sort of frustration or asking questions. As they are asking questions jump in and answer them by sending a link to your blog or website, give advice, or just give an encouraging word. By listening and responding to their needs you can show that you are the expert in your field and show that you actually care about them.
In order to do this effectively, you are going to want to set up a list or custom feed of keywords that your customers are talking about. Use this list to listen and respond with your best answers.
Example: A new homeowner is getting ready to tackle his first home improvement, tiling his master bathroom. He sends out a tweet, “This is going to be interesting, my first home improvement.” The local tile store is on Twitter listening to their “custom feed” and sees his tweet. They quickly respond to the new homeowner with a link to their site with the steps to tiling your bathroom floor. The homeowner views the article and goes down to buy supplies and tile from the local store. By listening to the needs of potential customers, they are able to increase sales and gain new customers all by using social media.
Monitor Your Brand
We have all seen those social media accounts that only promote their own brand and never respond to updates directed at the company. Know when your audience is talking about you and respond as appropriate. This is important for two reasons.
- Build your relationship. When your audience is talking about you or promoting your business at the least say thanks. If you want to build relationship say thank you with a random 10% off your next purchase. The main goal here is to build the relationship with a loyal customer.
- Damage control. We have all see the tweets talking about how bad service was or how the product broke right out of the box. If you are monitoring your brand on social, you can quickly react and make the situation right.
Monitoring your social media account can help you build a stronger customer base or turn unhappy customers into promoters of your business. Your social media marketing strategy must include monitoring your brand’s keywords and respond quickly.
33% of Consumers have acted on a promotion on a brand’s social media page. That is one-third of customers, think about how powerful that is. I am not suggesting that every update or post should be a promotion. I like to follow the 80/20 rule of promotion. 80% of your posts should be adding value to your audience and 20% can be promotional. Don’t overwhelm your audience with promotions because that is a good way to get a quick unfollow.
Even in a retail environment where it is all about sales, you can add value to your audience and follow the 80/20 rule. Show your audience how to use your products and show the value of your products versus overwhelming them with promotions. Share why they need to buy from you. Then use your promotions to seal the deal.
Promotions can be important to your social media marketing strategy and can help increase your sales. The trick is not to overuse the promotion, but keep them like a sales ninja.
Make Sure Your Content Is Relevant
Would your bike shop ever talk about fixing a new car? Would your auto body shop ever talk about home design? I hope your answer is a big fat no! Talk about things you know and be relevant in your social media messaging.
Get to know your audience and find out what they like to talk about and what social media platforms they want to hear your message on. Facebook and Twitter could have two different messages specific to different audience members. Make sure you are updating and sharing relevant info according to your audience preference.
Find Social Media Marketing Tools The Fit Your Needs
There are tons of social media marketing tools that claim to improve your social media marketing strategy. From Hootsuite to SproutSocial, it is important that you find the right social media tools that work for your needs and budget. Don’t let bad social media tools get in the way of your social media success.
Start With A Strategy, End With Execution
What is the most important part of your social media marketing strategy? One would say the strategy, right. Without it, there is no plan or roadmap to success. The problem many businesses make is that they get caught up in the strategy talk and never actually execute against their social media marketing strategy. They then wonder why they are not seeing results from for social media.
Analyze Your Results
With any good marketing strategy, it is important to measure your success. Analyzing your social media marketing strategy is the only way to determine if it actually works. Measuring your results will help you pivot when needed and increase the chance that you stick with social media marketing.
Social media marketing can be difficult. Maybe outsourcing your social media marketing is the right choice for you and your business. However, if you put a plan together and track your results you will see successes. Also remember to keep the three pillars of social media in mind (strategy, discipline, and engagement).