If you’ve spent any amount of time marketing online, you already know the benefits of using social media to get the word out about your product or business. Most online marketers and SEO “gurus” talk about increasing your SEO rankings and increasing your sales – but most of them don’t know how to actually generate leads and increase sales.
Here are some tips on how to maximize the effectiveness of your social media strategies.
Tips for Getting the Most out of Your Social Media Marketing Campaign
- Know what it is you want to accomplish: Yes this may seem very basic, but it’s actually the most important step in your online marketing efforts, regardless of the platforms you use. There are only three things you should be doing on any given social network: increasing your brand awareness, building customer loyalty, and increase your sales by getting people to buy more frequently. Until you can do this, all of your other efforts will be for naught.
- Narrow your niche: Again, very basic but you’d be surprised at how many people just don’t do this. You can’t be all things to all people. Facebook may have millions of users, but not all of them will want your product or service. Know who your target audience is and cater all of your marketing messages toward that market only. If you’re not getting the results you’re looking for, try narrowing your niche even further.
- Have a Separate Facebook profile for your business: It’s amazing how many ‘experts’ don’t do this. Do you want potential customers seeing your latest partying efforts from last Friday night, or seeing your family pictures? No one will take you seriously if you don’t act professionally, and that means having a separate profile for your business.
- You don’t have to be on every social network: This is a waste of time, even with tools like ping, which makes simultaneous updates for you. Pick two or three and stick with them. Facebook, LinkedIn and Twitter are good starting points. Yes sure, we can not forget about Google +, I also recommend use it. (Just a little note about Google +, I feel it like more serious network than Facebook)
Learn to Keep Score
You already know that tracking is an integral part of social media campaigning, and all other types of marketing; however, you may not be tracking the right data in order to get the most out of your marketing dollars. Here are a few tips that may help:
- Twitter: This is a great communication tool, but you want to keep track of how many e-mail subscribers you have, not just followers. E-mail is still the number one way to communicate with current and future clients (and of course you have a newsletter that you send out regularly, right?)
- People Talking About This: Facebook implemented EdgeRank to prevent companies from spamming their “fans”; this means you can only communicate with people who actively engage in your brand. Your goal is to increase the number of people who actively engage with you and your company. Your page will continue to grow because you’ll also reach “Friends of Fans” groups.
- Net Promoter Score: Ask your customers to take a few seconds out of their day to answer one very simple question: “How likely are you to recommend to a colleague or a friend?” They answer on a scale of 0 through 10 and the formula is calculated based on the number of promoters (9’s and 10’s) minus detractors (0 to 6.)
If you are going to have a social media page and profile, you must be prepared to deliver high quality content to your readers. Like it or not, you’re in the media business now. Research the latest trends for your industry, and make sure you have something interesting to say. Don’t just post for the sake of posting, or you will soon lose even your most loyal readers. If you need help writing, hire someone. Or, look at some other successful websites for inspiration. Lowes, American Express and Red Bull are all great examples.
Best Social Media Sites
LinkedIn: This has been an underdog for many years, but it is one of the best place to showcase your talents, build a professional profile and make quality business contacts. No, you won’t be able to play games or upload pictures of your cat; however, if you are serious about your business (and if you’re reading this then you obviously are) then get busy and build a LinkedIn profile if you haven’t already done so.
Facebook: Build a business profile, create a fan or group page and create your marketing campaign around a specific niche. You’ll start to see your fan base grow and your sales increase. Remember, it is a constant work here, posting, exchanging opinions, answering questions, etc.
Twitter: This is a great communication tool, but beware: don’t just tweet for the sake of it. Direct people to your website, or have them send you an email (or have them redirected to your perfect Landing Page) so you can increase your email subscribers. That is the only thing that will increase your customer base.
Google +: Very similar to Facebook if we compare features, however let's not forget that this social network is directly connected with all Google products such Youtube, Blogger… making the sharing of content really smooth. Also as I said above, Google + gives the impression that is way more serious than Facebook, in fact, in Google + you will find much less junk content.
Additionnally, I should mention Instagram, Pinterest, Youtube, Vimeo...
I suggest you to make a good use of those and always try to be as much professional as possible. Remember, a touch of humour is also important... and professional.