Tag Archives: social media marketing

Having a Social Media Meltdown? Here’s How to Get it Straight

There’s no denying that social media marketing gets results. Research from Link Humans even found, “Social media advertising revenue grew to $9.8 billion in 2016.” But keeping your campaign organized and on track is often easier said than done. If your business has experienced a social media meltdown, here’s how to get it straight.

 

Focus on “Core Networks”

One of the biggest mistakes companies make is signing up for everything. With literally hundreds of social networks to choose from, it’s tempting to be active on five, seven or maybe even 10 different platforms. You’re likely to wind up in over your head with this approach.

Instead, you should stick with just a few “core networks” that enable you to zero in on your specified demographic. After all, it’s better to be highly effective at using only three networks than lackluster at 10. Most experts would agree that it’s wise to start with the basics (e.g. Facebook, LinkedIn and Instagram) and gradually expand as you become more comfortable with the process.

 

Get Organized

It’s easy to become overwhelmed with social media. Haphazardly posting here and there with no rhyme or reason is a surefire way to wind up flustered with little to show for your efforts. You need to structure your campaign in a way that you can reach the maximum percentage of your audience.

This typically begins with creating a social media editorial calendar where you can collaborate with other members of your team. Here are some common elements of an editorial calendar:

  • Posting schedule
  • List of prior posted content
  • Potential topics for future posts
  • Number of shares your posts have received

Check out this resource from Sprout Social if you’re unsure about how to set up an editorial calendar. You may also want to use a paid tool like Buffer or HootSuite that will help you manage your social media.

 

Forget About “Vanity Metrics”

These are metrics such as follower count, shares and “likes” that make you feel good about your campaign but aren’t necessarily generating real results. The problem is that some social media marketers place an exorbitant amount of energy on boosting these vanity metrics to the point that it poisons their overall campaign.

The key is to measure your ROI in a way that ties your social media activity to legitimate results for your business. According to The Next Web there are, “Five social media metrics that your business should be tracking.” They are as follows:

  1. Audience growth rate
  2. Average engagement rate
  3. Visitor frequency rate
  4. Assisted social conversions
  5. Customer service savings

 

Placing your attention on the metrics that truly matter will give your campaign a sense of direction, and you’ll be less likely to waste your time on frivolous tasks that aren’t really improving your bottom line.

If your business has suffered from a social media meltdown, don’t sweat it. It happens to the best of us. By rethinking your approach and coming up with the right game plan, you can operate with maximum efficiency and minimal friction.

 

How to Use Facebook to Promote Your Small Business

 

Due to the sheer volume of active users, Facebook is undeniably the top social network for reaching consumers regardless of your niche or industry. In fact, studies from the Pew Research Center website report that “As of mid-2015, 72 percent of adult Internet users and 62 percent of the entire adult population were Facebook users.” By utilizing the right techniques, you can use Facebook to promote your small business and see significant results.

 

Post Only Relevant Content

Relevancy is a key component Facebook marketing. It’s imperative that you have a solid understanding of your demographic–exactly who you’re attempting to reach. While it’s okay to post a variety of content, you’ll want to ensure that there’s an underlying thread tying everything together.

 

Post at Optimal Times

One aspect of social media marketing is the time in which you post. For example, if you post content at 4 a.m., it’s likely to only reach a fraction of your audience simply because this isn’t a time when many are checking their accounts.

You can reach your maximum audience by understanding when Facebook is frequented the most and adjusting your posting schedule accordingly. An infographic on HubSpot’s website actually highlights the optimal times to post:

  • 12 – 1 p.m. on Saturdays and Sundays
  • 3 – 4 p.m. on Wednesdays
  • 1 – 4 p.m. on Thursdays and Fridays

If you are unable to post at these times or simply want to streamline the process, you can always automate your posts and schedule them ahead of time through a tool like Hootsuite.

 

Actively Engage Your Audience

If you’re not continually engaging your audience (e.g. leaving comments, responding to comments and holding discussions), it’s going to be difficult to gain any real traction. To get the exposure you need, you should get in the habit of engaging and interacting as much as possible because this will be your ticket to building a legitimate following.

 

Consider Facebook Advertising

Regardless of how great your product/service is or how adept at branding you are, social media is often a slow going process. For some small businesses, it can be painfully slow and may take years to obtain any noticeable results. You can expedite the process significantly by utilizing Facebook Ads.

The concept is simple and fairly similar to traditional pay-per-click advertising. You pay to advertise on this network and actively target your core audience. It’s great because you can zone-in on your specific demographic and break it down by geographical location, interests, age and so on.

You also don’t have to spend a fortune for Facebook advertising. In fact, you can get started for as little as five dollars. If you’re unsure of how to get started, this resource fromFacebook will show you the ropes.

 

There’s no doubt that Facebook is an incredibly valuable marketing resource. No matter what industry you’re in, using Facebook to promote your small business can get you the followers, leads and ultimately conversions you’re looking for.

 

Photo by Antigo Coletivo Mambembe