Social media marketing is important to everyone’s business. Great exposure, coupled with engagement means leads will just drop in your lap… or does it? It’s not just a case of setting up your social media profile and the work starts rolling in. It really won’t change your business overnight and needs a lot of love and attention. You have to work hard at it.
When I’ve been advising my clients on social media marketing I see these issues crop up time and time again and I want to share them with you!
The whole idea for social media marketing is to drive people back to your website. But if you don’t have a blog where you can post your thoughts and showcase your expertise, how will you ever build up trust with your audience? Sending out Twitter, Facebook and LinkedIn posts that purely promote your service is selfish and boring. Your blog is your backbone for your content strategy and will give you a stream of interesting content you can post to your social media channels.
If you haven’t got a blog get one now otherwise your social media referrals in google analytics will be virtually non-existent. Read my post on blogging – how to never run out of ideas.
Posting without considering a follower strategy
So once the content is sorted and your start posting regularly, things are starting to look up. But then you realise that you don’t have anyone following you and no one is reading your content. Every social media strategy should include a section on how you are going to grow your following. If you don’t then don’t do social media marketing.
You will need to put some time and effort into understanding where your target market is and start following accounts. So, for instance what type of publications and magazines would they read? If those magazines have a twitter presence then follow their followers.
Recently I started a follower strategy for my client on Twitter. I have followed over 2,000 people based in Kent, to have around 500 people follow my client back. This should give you an indication of the numbers you need to start thinking about. It’s hard work and takes time to grow your followers but the more followers, the more likely the chance people will engage with your content.
Not posting enough on social media
I’ve read somewhere (and don’t quote me on this) that for any tweet only 6% of your followers will see your post once it is out in there. You need to post regularly to make sure you are being seen and it is ok to post the same content a number of times too. I would recommend if you are a small business you should be posting to 3-5 times a day. I had a client who wanted to post once a day to twitter – and yes, I advised this was not going to give him the success he wanted!
Social media marketing won’t be the answer to all your business woes. It takes time and patience to keep your channels up to date and your followers coming back for more. If done properly it can increase your brand awareness and drive people to your website.
If you need help and advice on how to make your social media channels work for you then get in touch, you don’t have to struggle on your own.
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