Despite what you may have heard or read from so-called “Gurus”, social media is not the cure to getting more leads in your business. At the Social Media Marketing Meetup, we went around the room and asked everyone what they were interested in learning during the presentation. Almost everyone said 2 things, which I hear all the time. How do I use social media more effectively without it taking over my life and how can I grow my business with it.
Well, social media actually will not grow your business (unless it’s done very well and very strategically) and it will take over your life (as it should if done right).
So what is the right and wrong way? Of course the standard answer has to be “it depends”.
- Is your business B2C or B2B? Is your customer a person or business, or a mix of both?
- Where do your customers reside online? Are they there at all?
- Have you set up a content curation system to help you mine for quality content?
- Do you blog regularly? If not, don’t expect leads from social media.
- Do you have an overall marketing strategy that incorporates email marketing, outbound marketing, as well as social media and inbound marketing techniques? A well-rounded approach will yield the greatest amount of leads.
Tips on not letting social media run your life.
- Try to think about using social media all the time, every day. If you can incorporate what you already do into creating simple but interesting content for social media, that is half the battle! Think like a publisher is a slogan I use all the time for clients. When you go to a networking event, take a photo and post it. Tag people you are already connected to. Connect to others on social media.
- A curation system is a group of your “go to” sites that can provide you with articles that your audience would find interesting.
- Just post once a day on all channels. Don’t think you have to post 5 and 6 times a day. Yes, on twitter you can post up to 10 but if you can’t think of anything, don’t post. It’s OK.
- Sit down once a month with Hootsuite and schedule out your basic “filler” posts. Post 2 to 3 times a week on every channel. I’d suggest doing one month at a time because you are already in that frame of mind and researching so why not just blast it out all at once. Shouldn’t take more than 1 to 2 hours once a month. Then you can fill in the days with more interesting and current content.
Tips on using social media to grow your business.
- Think of social media like an email database. Your goal shouldn’t be to make a sale, it should be to grow your followers.
- Are you a “poster” or a “community manager”? The “poster’s” job is to provide the filler content. The “community manager’s” job is to engage the audience and help grow it.
- 80/20 Rule. Gary Vaynerchuk published a book last year on this concept. He’s book is titled “Jab, Jab, Jab, Right Hook”. It basically is the 80/20 rule. Talk about all things relevant to your audience 80% of the time (jabs); talk about your business only 20% or less (the right hook).
- Use calls to action. What are a few good calls to action for your business? What would you say to someone that would get them to click through to you website?
- It’s OK to advertise. Facebook has made it very difficult to get your content into fan’s newsfeed so advertise your “good” content and include a call to action.