If you’re struggling to make an impact with your social media marketing you’re most certainly not on your own.
With so many social media channels to consider nowadays, most small business owners struggle to figure out which social platforms they need to participate on.
The simplest solution?
Find out which social networks your ideal customers are using the most and give them a great reason to check out what you’re offering them.
For sure the social media landscape changes rapidly but the big players like Facebook, Twitter and LinkedIn look set to dominate market share for the foreseeable future.
I know that you could give me a dozen “get real” reasons not to do social media marketing and I understand your reluctance, but there’s one inescapable fact.
Social platforms are where people spend their time.
Most Social media strategies are grounded in blasting out posts without any regard for why people use social networks.
Approaching social networks with a thoughtless, automated process won’t get you very far.
Being too promotional is the number one reason social media marketing fails.
People on social media don’t appreciate sales pitches but they do appreciate informative, entertaining or helpful content.
Social media marketing is about connecting with your audiences on a personal level.
When you engage in conversations with people you build trust, and people only engage with people or businesses they trust.
When I ask client’s what their social media marketing goals are; the most common things that invariably crop up are:
- Increasing visitors to their website.
- Higher organic search rankings.
- Building brand awareness.
Increasing Website Visitors
Websites are still the best chance to convert leads into sales but when it comes to generating those leads in the first place, the best driver of leads can often be social media.
Posting on social media will help your potential customers find your new content easily and then be re-directed to your website.
This means that you don’t have to wait for a customer to click on your website to find out your updates.
Social media allows you to reach potential customers even if they are not looking to buy at that exact moment.
Although it’s possible to post similar content on numerous social media platforms, you have to respect why your target audience is using that particular platform.
Organic Search Rankings
Social signals are not a direct ranking factor.
But social engagement may impact other metrics – which could impact your rank.
Google – 2019
What are those “other” social metrics that could help rankings?
Only Google can answer that, but if your social media content becomes popular, it’s more likely to get links from other websites.
Popular content also drive more visitors to your website and increased traffic can indirectly increase your rankings, here’s how.
Google understands how your website visitors respond to your content.
If visitors engage with your sites content, it sends a positive signal to Google. The more positive signals your site gets, the higher it ranks.
Building Brand Awareness
Recognition is a key element of building brand awareness, and the key to recognition is consistency across all your online and offline marketing.
When followers glance at your social profiles, they should be able to understand what you and your business is all about.
Increasing website visitors, improved search engine ranking and building your brand are all key elements of business growth.
These are the three elements that define my social media strategy.
Below is a quick summary of my social media marketing service.
Social Media Management
Social media management involves:
- Building social media profiles that have a consistent brand, and a consistent look and feel.
- Creating a social media schedule that details when and what is going to be posted on which channels.
- Responding quickly when someone comments or asks a question on your page. This demonstrates the professionalism of your business and provides an opportunity to engage with them on a personal level.
- Researching opportunities to find new ways to reach your audience.
- Regular communication with clients and the production of monthly social media marketing progress reports.
Social Media Advertising
While organic social media can bring in website visitors, help search rankings and increase brand awareness, it’s a lot of work and it takes time.
There’s no denying the fact that it’s getting harder to get organic traction on social media.
Since 2015, the amount of shares a blog post receives from the social web has declined by almost 100%.
That’s partly due to information overload but mainly it’s because social platforms make their money by serving up paid ads, so they restrict the amount of organic posts being shown.
Paid advertising presents the opportunity for businesses of all sizes to reach their desired audience and engage directly with them.
For many businesses, social media advertising has become a significant part of their marketing mix because it provides business growth in a predictable and measurable way.
If you’re interested in growing your business, please use the form below to get in touch.