Chances are good that if you’re just catching on to the social media thing you’re already too late to the party to get a good seat – but there is hope! See, that’s the bad news, the good news is you can DO something about it….but that’s also the bad news too, because based on what we’ve seen out there most of you ( yes, we’re talking to YOU Mr/Ms “Guru” ) have no idea what you’re doing. It’s easy to understand why so many get lead astray, either they don’t have any info to go on or they’re operating totally on hear-say from someone who heard something from someone else whose cousins brother does web stuff and has a degree in graphic design. And while it makes us sad to see these poor souls out there posting aimlessly we do generally give them an E for effort because at least they are trying.
Before you get all defensive and argue about how hard you work at posting cat pictures once a month, let’s go ahead and get into the meat of this topic and talk about some of the most common mistakes and how to correct them.
Sure, that twice a year update reminding us to set out clocks back and forth is super consistent – like clockwork, it’s just about the only post we see some people make. Posting is really one of the larger things you should be doing on social media; if you’re doing it correctly it’s an excellent way to build brand awareness and drive traffic to your site. But! You need to post at least moderately often in order to have any hope of even being seen by your audience. Twice a year won’t cut it. Once a month really isn’t so hot either. Your best bet is to look at whatever analytics you can to see to get an overview of your audience – what demographic they fit – and then get to posting content that appeals to them. We recommend at the very least posting twice a day – morning and evening – if nothing else.
Not Linking to YOUR Site
You paid a decent penny for your site and are proud to show it off as the flagship of your business – we hope – so why are you marketing for someone else? It’s one of the most detrimental things we see business owners do in their social media: linking out to sites they don’t control (sometimes even their competitors!) or not providing a link to their site at all. Understandably you won’t always link to your own content if you’re sharing local events or news as part of your content strategy, but overall you should link to your own website in every post you can. One of the larger benefits of social media is the ability to drive traffic – but it can’t do that if you’re not providing the links for people to click on.
Buy my stuff! Buy my stuff! Buy my stuff! Buy my stuff! Buy my stuff!
Isn’t that THRILLING? Aren’t you just dying to buy some of my stuff? No? Wow….shocker…can’t believe it. You mean after being bombarded with thousands of advertising messages all day long the last thing you want to do is come home to unwind and be hit in the fact by a hundred more?! Hard to fathom, I’m sure, but it’s true. The last thing people want is to visit your page and see and endless list of stuff you are selling – we don’t care how innovative your marketing team is – but that’s exactly what many business owners do. Old advertising doesn’t work here. Social media is well…SOCIAL. People are on these platforms to be informed and entertained, so mix up your messages a little bit, share things from your community or even just humorous things that let your audience get to see the real you – these things will serve you overall in much better ways than clubbing people over the head to buy your stuff.
B-b-but….you just said…the posting…am ‘sposed to do it. Now I am not supposed to do it?!
Yes, you should post and post well and consistently…but there is more to social media than just building your own bigger better soap box; it’s one of the aspects of managing a successful social media presence that many business owners (and managers!) miss – interacting! Most networks offer some way to interact with other businesses or individuals, it’s sad that not many people use them. Interacting with others is one of the best ways to build engagement and encourage real contact with people. It can be as simple as just replying quickly to any and all comments that fans leave, or leaving a reply on a post from someone else. Point is, if you’re just posting you’re missing out on about half of the action!
You’re online now, you’ve got the social medias, you did some seo stuff….now the people just roll right in, right? NOPE!
See, that’s one of the biggest challenges we face as we help people with their social media: managing expectations. We live in an information age and we’ve gotten far too used to instant gratification; unfortunately some things online still take time. The solution for this issue is not an easy one, it is simply: stick to the process, practice the process, and be patient. Many business owners get impatient and try to buy fans as a way to shortcut their way to success and sadly they are greatly disappointed down the road when they have 10,000 fans who don’t care anything about their message and they still aren’t seeing any returns on their effort.
Social media is not the silver bullet to all your marketing woes and truly no one technique or strategy is; anyone who says differently is likely trying to sell you some social media management. It is a part of being in business these days, much the way business cards are an expected qualifier of being legitimately in business, so too is a presence online. When you consider the billions of people on these networks every day you really have little choice but to at least jump in a get your feet wet; you may even be surprised to learn that social media can be a fun way to connect with your customers that you’ve never experienced. We’d love to be part of making that magic happen and are happy to offer social media marketing training to help get you on the path to success – please don’t hesitate to contact us!