Social media marketing sounds easy to plenty of new entrepreneurs, yet they must perceive the contrast between individual online networking use and expert utilization.
Consider it like this: on the off chance that you bake a batch of cookies to serve your family, at that point that is something you can oversee without anyone else. Yet, in the event that you anticipate serving 1,000 cookies to peers over the course of a three-day business conference, at that point that is an altogether more complex issue!
Everything gets more complicated when you move from personal to professional, and the outcomes matter more, as well.
All of a sudden, you aren’t simply posting on your Facebook when you feel like it. Nor would you be able to enjoy occasional the reply and like. Instead, you’re actively trying to drive business goals and represent your brand in a likable way.
The emotional contrast between the two approaches finds numerous entrepreneurs off-guard. To help them out, here are eight secrets the masters utilize with regards to online networking marketing — and that numerous small businesses miss.
Write Down a Policy and Style Guide
Ask them to tell you what the business’s social media policy is, and you’re just as likely to get dozens of different answers. In fact, most employees may look you back blankly in the face.
A social media policy guides the brand voice as well as the decisions a business makes when posting. So, if you were trying to pick between two image types, the social media marketing policy could help you decide on the one that aligns better with your social goals.
Creating a social media style guide can similarly help make posting easier, especially if more than one employee handles the duties. Align everything in your policy and style guide so that your social media accounts can support both your brand and your marketing goals.
Target Your Content and Conversations Towards Personas
Some small businesses get HUGE social media followings …of people who would rarely buy anything from them.
There is a big gap between mass engagement and targeted engagement.
You want your posts to speak to a highly targeted audience based on the traits of your best customers. For instance, if you pitch your services to existing IT departments, don’t be shy about using jargon. Stay current on any discussion, too, so that your ideas don’t seem dated.
But if you want to offer managed IT services to regular businesses, they may not know a CAT cable from a cat collar. Feel free to post basic how-tos, and try to keep terminology approachable.
Decide upon the segments you want to speak to in order to raise your chances of success. Imagine traits of a single person in this segment, including their typical job role, the things they value most, and broad aspects of their personality. This is your “persona” for an idealized version of a target audience group.
You can even name them! That way, before you decide on a post to share or an image to use, you can ask something like: “Would Sarah the retired optometrist care about this post?”
Strategize, Set Goals, And Ditch Vanity Metrics
Always set goals for your social media usage. It should serve a concrete purpose that ultimately benefits your business.
Common social media marketing goals include:
Raising website visits
Generating leads through job quotes
Helping introduce new products to people
Getting more participants for events, contests, and things like webinars
Upselling existing customers
Reminding prior customers to return again
Promoting a specific brand value, especially through philanthropy
No matter what your goals are, ensure they actually help your business get more money or improve its brand.
For instance, having a certain number of “likes” or shares from a post promoting your content should not be a goal. These are vanity metrics. Instead, you should monitor the number of actual visits to the content on your website. Ideally, you will also have targets for the percentage of people converted from social to content to signup for your related offer.
Carry on Actual Conversations and Engage
Don’t just post into the void or post things you, personally, want to read.
Everything you post should be targeted towards the personas you have created and tied towards business goals.
You want your audiences to feel like your brand is carrying on a conversation rather than just talking at them.
Respond to certain positive comments or interesting ideas. Try to see if you can get the full perspective from people who have something negative to say. Make each response feel personal, not canned.
Give your audience opportunities to take center stage. Post a question for them, like “what are your favorite ways to save money?” Ask them if they would like to see more of certain content types, or less of certain post types.
Also, make your social media use broader than just posting on your own page. Use social listening tools to monitor brand mentions and jump in on messages when you think it’s worthy of a conversation. Find other business pages, and engage with them like you would want others to engage with you.
As Andrew Kucheriavy of web development company Intechnic writes, “make [sure] your interactions are meaningful! Networking is about adding value to a relationship.”
This is great! Having a schedule makes the social experience more consistent and professional for your audience.
But you shouldn’t be shackled to this schedule.
New articles and ideas will pop up on your radar all the time. Maybe something interesting happened in your industry this week. Maybe you just snapped a great photo of your team at the office.
Give yourself the chance to actually share content during opportunities like these rather than hoarding it all until next month. If you set aside, say, an hour each week to make time for unscheduled postings, then you can flesh out your existing content and make your page feel more organic.
Just remember to stick to your policy, goals, and buyer persona (avatar) guides. Also, proofread twice! Want a really awesome way to create, schedule and automate your social media marketing? Try our free tool, MySoPro today!
Promote Content Posts to Put Them in Front of Targeted Audiences
Start experimenting with promoting certain posts and using custom audience building features. Platforms like LinkedIn and Facebook even offer the ability to target specific companies or hyper-local areas.
If you put just a small budget behind a few key posts a month, then you can quickly multiply the number of people who see your messages. You also generate valuable data based on who does and doesn’t interact when they see certain posts.
Don’t Assume Social Media Marketing Is Easy to Do Yourself
There’s a reason “social media manager” is a full-time job at most big companies. Even for small businesses, managing it all and doing it right can be tough.
On top of that, you may not have the time to dig into your data or revisit your strategies and guiding documents.
So seek out help. Share the burden with others who are qualified and whose judgement you trust.
As Social Media Week observes: “Long gone are the days when you could rely on an intern to manage your business’s social media accounts. Either hire an in-house expert or outsource to a social media management firm.”
Crawl Before You Walk, Walk Before You Run
Similarly, as with anything in business, don’t take on more than you could possibly deal with. Stick to one or two social networks at first. Otherwise, your pages could feel like soulless cookie-cutter copies or, worse, ghost towns with nary an update in months.
Be that as it may, if you stay focused on your goals and your principles, at that point you can begin little to discover progressive achievement. Just once you get the hang of it should you begin to scale out and accomplish more.
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If you’re managing a Facebook page for your business, the chances are good that you are missing out on some great tools and features. While setting up a page for your business is easy, Facebook doesn’t offer a ton of guidance about some of the things you can do with a business page. Some of the tools they offer can help make managing your page easier, while others can be used to make your ads more effective.
Importing Email Contacts
This feature provides a quick and easy way to let your existing customers know about your Facebook page. If you have an email list or client database, you can import it into Facebook and send invitations to everyone on your list asking them to “Like” your page. To use this feature, all you need to do is click on the ellipsis that appears next to the SHARE button at the top of your Facebook Timeline.
Then click the “Invite Friends” option and it will give you the opportunity to import your email list from a variety of places, including: -Autoresponder sites like Constant Contact and MailChimp -Email providers like Outlook, Gmail and Yahoo –Google Hangouts or Facebook Messenger
It is important to note that you are limited to importing 5,000 addresses per day. If you have a huge database you may need to do it in batches. You can select specific names from a list or choose the whole group. That means it’s easy to eliminate clients who have already liked your page and focus on those who have not.
Using Free Stock Photographs in Facebook Ads
If you have ever gone looking for stock photographs to use for your business, you know that they can sometimes be expensive. One nice perk that Facebook offers advertisers is free access to a huge database of stock photographs courtesy of Shutterstock.
You can access this feature when you first setup your ad, or going to your Manage Ads page and clicking “Edit Ad”. You will see three options for images: -Upload image -Choose Image from Library -Stock Images
You may already have images to use in your ads, but if you don’t this is a good way to make your ad more appealing. Research shows that people respond more strongly to images than they do to text alone, and a compelling picture can do a lot in terms of getting people to click on your ad. However, it is important to make sure that you check that the image you choose meets Facebook’s guidelines.
Schedule Facebook Posts in Advance
Many companies use social media management tools like Hootsuite,Post Planner or our favorite, MySoPro to manage their social media content. However, you don’t need to pay for an online tool to schedule Facebook posts. The ability to do so is built right into your Facebook page.
Like many Facebook features, this one requires a little detective work to find. To access it, click the “Publishing Tools” tab at the very top of your Timeline. When you do, you will see a menu on the left with an option to schedule posts.
You can draft your posts and specify the date and time you want them published. You have all of the same options you would have when sharing a post in real time. That means you can include links to websites and articles, as well as embedding videos and photographs.
The nice thing about this feature is that it means you can be sure you will always have new content on your page, even on weekends or when you are on vacation.
Check the Relevance of Your Ad
One of the nicest things about social media advertising is that you can get feedback, in real time, about how your ad is performing. With Facebook, you get a notification every time someone new follows your page, and you also get information about the number of people your posts reach. These are important things to know because they can help you identify the content that matters the most to your audience.
A relatively new thing that you can find on Facebook is a score that rates the relevance of your ad. It takes into account things like comments, video views, clicks, likes, and shares. If people are telling Facebook to hide your ad, that can decrease its relevance. You can access this feature from your Manage Ads page.
What’s the benefit of tracking your ad’s relevance? Sometimes companies don’t make adequate use of Facebook’s demographics and psychographics when targeting their ads. If a large number of people are telling Facebook that your ad is not relevant to them, it may be time to take a look at who is seeing it. Your ad spending won’t do you any good if you’re wasting it on people who aren’t interested.
Add Pages to Watch
Every skilled marketer knows the importance of monitoring the competition. Regardless of your industry, there are other companies online who are in direct competition with you. Many of them undoubtedly maintain a presence on Facebook. Facebook gives you an easy- and free- way to monitor the competition’s social media activity. To access it, all you need to do is go to the Facebook Insights page and scroll down to the bottom. You can add up to five pages and track things such as the number of likes they get or how often they post new content. These are helpful things to know. If your competition is posting new content twice a day and you’re only posting a few times a week, you may need to increase the frequency of your posts to keep up with them.
All of the above tools are free and very easy to use. Facebook is constantly adding new tools and features, and keeping up with them can be tricky. The features mentioned here are ones you would be unlikely to stumble upon unless you made the effort to scroll through all of your ad management tools to see what you had missed. Using them is a good way to make sure you are getting the most bang for your Facebook advertising buck.
We all have the same 24 hours in a day. It’s what we do with that time that determines our level of success. The harsh reality is that once time is gone, we can never get it back. I know, it sucks. But it’s the truth. However, the good news is that MySoPro is going to save you time. And lots of it! Saving time is very important for all business owners, so we get it. You no longer have to worry. MySoPro is here to save the day! It serves as your own personal social media assistant and this free tool is here to eliminate all the stress and frustration you dealt with in the past when handling your social media campaigns.
Saving You Time
Saving time is important because it allows you to focus on the things that matter most to all business owners, making money! You can finally spend more time actually running your business and set aside time for all the other important things that matter to you such as family, friends, and relaxation. MySoPro allows you to schedule posts on your social media platforms days, weeks and even months in advance. Unlimited posts for as many social media accounts you have.
Being able to save time while posting in advance increases your engagement. You can grow your social media platforms by gaining more likes and increasing shares. This will allow you to achieve overall success and growth in revenue through online marketing.
Why Social Media
Social Media is the ideal platform needed to promote upcoming sale events, share information about your products, educate people about the services you offer and share reasons why they should come to you and not your competition. MySoPro allows you to easily find and post relevant content and videos that you may not have thought of initially. There’s a cool feature called ‘Content Research’ which allows you to search through powerful platforms such as YouTube, Google News and even Facebook for various relevant content to repost and/or share with your audience. This is a great tool to utilize when you’re in need of some fresh ideas.
Getting Things Done
Schedule days or weeks of content in just minutes! Even if you don’t have time to schedule posts out months in advance, you can still get a significant amount of posts scheduled out in just 5 minutes. The beauty of it all is that you can manage all of your social media profiles in one. Facebook, Twitter, Instagram and Pinterest all in one location. You don’t have to open multiple tabs on your computer to access them all. Simply reach all of them through MySoPro.
Even though this is a free tool, there is a pro version that comes with more unlimited features for only $32.83/month when you sign up annually.
Quite awhile ago we ran our very successful 30 Day Social Media Content Challenge. It was a smashing success for us but more importantly for our clients. They found that the challenge removed the shackles which was holding back their success in social media.
As much as social media is in our every day lives in one way or another, it’s still insanely hard as a small business owner to manage both your business and your social media presence! If you’re like most of us, you struggle to find enough time to fit it all into the average day. The results usually aren’t that astounding as a result.
This is because we are taking shortcuts and not giving our social media profiles the attention they deserve. The big hurdle for everyone to get over? It isn’t how much time you’re investing, but rather the quality of the time spent on social media. We’ll give you a laser focus on what’s important.
Imagine the increases in traffic and sales you’d experience if you could repurpose just the time you’re already investing in social media and use it more efficiently.
With the help of JVI Mobile you work better, not harder; and all the while improving your social media presence and your profits!
To help you we are bringing back the 30 Day Social Media Content Challenge! Beginning October 31st, JVI Mobile will be guiding a group of small business owners through a very easy, practical, actionable program designed to help you post something new on your social media accounts every day and drive incremental results. This program will accomplish the following:
How to post to social media
Stay accountable to your peers
Learn which networks work for your business
Engage your customers
Get you in the habit of doing this daily!
However, there is an even bigger benefit to starting now and developing this habit through November.
You have the opportunity to massively increase your holiday sales numbers!
Let us take the confusion and the stress out of your online social media presence. We’ll cut through the chaff and show you quick and simple tools for maximizing the return on every minute you invest. Included are best practices and shortcuts to power your results to new record highs.
Ready to learn more?Getting started is easy. Click here and you we will guide you from there!
Is your company using Twitter to connect with customers? If not, you should be. There’s no denying that Twitter is becoming more popular as a communication tool for companies – but that doesn’t mean that many companies don’t get it wrong. Having a Twitter account that feels impersonal or doesn’t respond to customers in a timely manner is worse than not having an account at all.
If you’re going to maintain a Twitter presence, then you have to be prepared to think about how – and when — to use it. More and more, customers are expecting compassionate engagement from the companies they follow on social media. With that in mind, here are four great ways to market your business on Twitter.
Put Customer Service at the Forefront
One of the biggest mistakes that companies large and small make on Twitter is ignoring customer service questions and complaints. It’s important to remember that everybody who follows your company can see that you’re not replying to questions if they take the time to look. Stellar customer service can do a lot to boost brand loyalty and your company’s reputation.
The best customer service on Twitter is personal, meaning that someone monitors your account on an ongoing basis and answers customers directly with @ Tweets. A good example of a big company who uses this strategy is airline Jet Blue. An examination of their Twitter feed shows that almost everything they Tweet is a direct reply to a customer.
While responding to customers is better than not responding, beware of responses that seem cold or impersonal. Some companies try to keep customer service off Twitter by redirecting people who post questions or complaints to call their customer service number. You’re far more likely to engage customers – and keep them in the long run – if you embrace the idea that Twitter is an ideal platform to provide great customer service.
Provide Value to Your Customers
You might already know that Twitter is not the best place to be bombarding customers with sales pitches. You already know that the people who follow you are interested in what you have to offer, but the most successful companies on Twitter know that sending out a stream of self-promoting Tweets isn’t a good idea. Instead, they find ways to provide valuable content to their customers.
Let’s look at some hypothetical examples. A local pizza parlor might Tweet out fun facts about pizza, or even tips for reheating the perfect slice the next day. A clothing boutique might Tweet pictures of people wearing the clothes they sell. A dentist might link back to articles on her blog about tooth whitening or dental cleanings.
What all of these examples have in common is that their intention is to share information that is relevant and valuable to the customer. Sharing valuable content makes the people who follow you on social media feel a sense of obligation, which in turn triggers a cognitive bias known as reciprocity. In other words, giving your followers something for free can do far more for your marketing than overtly trying to sell them on your services.
Open a Twitter Dialogue with Your Customers
One mistake that a lot of companies make is to forget about the “social” in social media. People follow their favorite brands on sites like Twitter because they want to engage in some kind of communication with them. That doesn’t mean that they want to be your friend, necessarily, but they do welcome the idea of friendly and thoughtful communication.
Let’s talk about some ways to do that. One technique that can be helpful for local businesses is to re-Tweet chosen messages from their followers. You can use a tool like Social Mention to monitor social media activity and find out when your brand is mentioned. When a customer says something positive or memorable about you on Twitter, re-Tweet it. It’s a good way of showing customers that you’re paying attention to them.
Another option is to ask your followers a question. If you do it right, this can actually be a subtle form of customer research. For example, you might ask your followers a question about how they use your product, or why they like it. If you offer an array of products, ask which one is their favorite and why. Alternatively, you could ask an open-ended question. For example, a local restaurant could Tweet “What’s for dinner tonight?” and include a link back to their menu. Yes, the menu is a sales pitch – but it’s a subtle one. If you decide to try this method, make sure to answer the Tweets you get in response.
Host a Twitter Contest or Giveaway
Another clever way of using Twitter to promote your business is to use it to get the word out about a contest or giveaway. Everybody loves the idea of being able to win a contest or get a free product, and Twitter’s an ideal platform to promote such a thing. A contest has the benefit of adding value to customers while also providing you with an easy way to broaden your reach.
One way to get the most out of a Twitter contest is to ask users to re-Tweet the information about the contest in order to enter. Using this method actually wraps several of the other tips in this article, as well. For example, a contest is a good way to add value for customers and to engage with them directly. Sponsoring a contest is an effective way to find out how many of your followers are truly engaged with your brand, and asking customers to share your Tweet about the contest may help gain you some new followers too.
The bottom line is that Twitter can be an incredibly effective marketing tool if you know how to use it. The keys are to respond directly to customer questions and complaints instead of avoiding them and to remember that the people who follow you are people, not machines. They don’t want to be hit with a constant barrage of sales pitches. What they want is something that feels like personal engagement and compassion. If you can do that, then Twitter can be a strong part of your marketing mix.
At JVI Mobile, we are passionate about creating and growing awesome social relationships. Tell us how we can help! We’ve got a crack team literally at your fingertips!
If you haven’t already, check out our Digital Marketing Assistant. It’s a brand new Facebook Group where you can get expert help and ready access to the JVI team will all your digital marketing concerns and questions!