Too Much vs Not Enough: Your Guide to the Social Media Marketing Galaxy
I attended several talks and watched online TED talks about Social Media Marketing. Everyone has a slightly different approach, strong opinions and very often they want to force their view onto you. Let’s face it – most Entrepreneurs do not have the money to pay a social media company to run their accounts. However, you are often scared into believing that you need to monitor your account 24/7, you need to post frequently (several times a week) or else your competitor will have the upper hand. Don’t get me wrong, it is a marvellous sales pitch from Social Media Companies to scare you into hiring them to take over your social media pages, but whom are you targeting? If professionals, who on earth will expect a reply at 2 am? Do they have a comprehensive understanding of your brand and are they as passionate about it as you are? Or are they simply pushing out content to tick boxes?
In a world of over-communication, constant engagement, information overload and overstimulation – how do you get the right message across, effectively – every time?
We came up with some tips that can help you do this.
1. Stop Overcommunicating Mediocre Messages
If you keep on feeding your clients the same messages, in the same way, selling the same old product – they become bored. Why are they following you? Are you adding value to their lives, their businesses or putting a smile on their faces? Because if not, they may decide to unfollow you and you miss out on a way to effectively engage with them. Work out a social media strategy. I firmly believe that you can manage your own social media page – Facebook, LinkedIn and Instagram are making it a lot easier to do and to do so, however, if you are not a natural creative or writer, rather get someone in to help you refine your social media strategy or even help you select and write the content (or even set up pre-scheduled posts) and you can take care of the comments and inviting them to like your page yourself. So rather have fewer posts, but ones that your clients engage with.
2. Make People Stop Scrolling
How many posts come up on your newsfeed every hour. Yes, I am also guilty of losing hours scrolling through various social media sites, but can I even remember what I saw on Instagram last night? Many 1 or 2 stood out. The messages that captivate me are the ones that make me stop scrolling, watch past the 5-second mark and make me want to leave a comment. How captivating are the messages that you are communicating? Can you capture attention within the first 5 seconds or are you just one more message on social media, because someone said that it is important that you have a Facebook page?
3. Be Visually Impactful
It is said that humans process visuals 60 000 times faster than plain text and as such, visually impactful messages can contribute a lot to the way people respond to your brand. Let’s be honest – whom do you notice? The girl in a beige dress in the corner or the one in a red dress in the middle of the dance floor? No, not every business can pull that little red number off, but then you can settle for the classy little black dress and make sure that people still take notice of your brand.
Select the image that you want to portray. Ask yourself whether your image is aligned to your brand, your customers and whether you are bridging the gap between the information you portray and the understanding you expect from your customer. Design can play an integral role to get the message across more effectively to your clients.
Yes, you can hear your High School English teacher in this one… But honestly, when posting on social media on your business’ page, please ensure that you triple check your spelling and grammar. No, we are not all gifted with writing skills, but there are practical tools that you can use to make your life so much easier: Try Grammarly (https://www.grammarly.com) or The Hemingway app (http://www.hemingwayapp.com/). I cannot even begin to describe how these tools changed my life. I am also Afrikaans and writing properly in English took a lot of practice – and help from free online tools!
5. Generate High-Quality Leads
Lead generation ads on Facebook and LinkedIn are magnificent – you as a business will receive the contact details of clients wanting to buy what you sell. But be very wary of companies who guarantee you a certain number of leads. Yes, we all want to hear that ‘we will provide you with 1000 leads based on an ad that we posted’, but how many of those leads actually turn into a sale? Are they all people looking for a quick freebie or are they potential customers who will become loyal buyers? How can you sift out the good from the bad?
Ask qualifying questions on the lead form – only people who want to buy will take the time to complete these properly. Use your ad as a filter – your ad itself is your first point of contact with your potential customer – no, you don’t want to scare anyone away but make sure that you don’t oversell yourself as you may end up attracting too many useless leads. You do not want your salespeople wasting their time with customers who never intended to be converted. You have to be clear about your offer and give options in your lead form so that it can be distributed effectively and efficiently internally. You need to track the offline conversations to sales – are your ads performing the way you desire or are the same people getting discount vouchers because they are taking chances?
When you first see a product or service, sometimes you doubt whether you really want it, but when it becomes this constant reminder of how awesome it is, you will be more likely to buy it. Thus, use the first point of contact for describing the value of the product or a captivating ad and then use your lead generation ad as retargeting someone who already showed interest.
Lastly, follow up on the leads quickly. Ensure that your turnaround time for following up on the leads are quick as chances are, if you wait too long, they will find either a competitor’s product or a substitute.
Businesses often believe that they cannot target anyone for the fear of excluding a potential customer. However, by standing for nothing, you target no-one. Decide who you want to sell your product or service to and target them. Use Facebook ads to ensure that the correct demographic see your ad. Once you targeted them, focus on the next group you want to target and see who best responds to your product. Select one group, get to know them, see how you can best serve their needs and then see if you can capture the hearts of new customers. But the sniper approach will outperform the shotgun approach every time. Remember that!
7. Focus on the Message You Want to Get Across
Write the story – know what you want to say and structure it in a way that will make sense to the people you are targeting. Plan! Learn to be more strategic in your overall marketing efforts – plan days that will be significant, get the content ready and that way you will not miss something by accident when the rat race of life happens. Proper planning of messages will help you to communicate more effectively.
If you are unsure how to plan, but want to run your social media pages yourself, contact us on firstname.lastname@example.org and we can assist you with Content Strategy or Content Creation.