As I meet new businesses, I often hear, social media does not work. With that statement, I usually ask, how often are you posting? What topics is your audience interested in? And, how does social media fit in with your “traditional” marketing efforts?
Many businesses open social accounts because they “know they need to”, but, then abandon them, or, don’t create a solid marketing plan to integrate the activity alongside their other marketing (like print ads, flyers and email).
If you want to see success using social media marketing, follow these 3 tips:
- Get your Fans into your Sales Funnel. This is where you drive people to your ordering path, such as, getting them opted into email where they can start to hear about your specials and offers on a regular basis. Drive people back to your OWN website whenever possible. Use your blog to write great content that you can link to and make sure you have a way to capture anyone who visits your web site with a “sign up for emails” box.
- Post Good Content. Make sure you are posting what your audience is interested in. Be sure to deliver great information and yes, you can “sell” to them as well. But, most often, Facebook (for example) is a great tool for reinforcing your brand. You may not make as many “direct sales” from someone clicking on a link. But, you are staying top of mind when they are ready to purchase. And, it’s GREAT to build your list here by posting about upcoming events you are holding or FREE seminars they can “share” with others and opt into your list. You never know where someone is in their buying cycle or what post you make is the one they need at just the right time.
- Ask for What you Want. Your audience already likes you, which is why they are a Fan! All you need to do is tell them what you want them to do. Ask them to “like”, “comment” and “share” and they will. Plus, give specific “calls to action” that provide urgency. “Order by Friday and get 10% off – please share with your friends” and give a link and a code to get the discount.
Marketing is a continuous effort not a one shot deal and there is no silver bullet in any marketing campaign. But, it is just that, a campaign, filled with many efforts that keep you in front of your customer, lead and target marketing so that you are there with the right offer at the right time when they are ready to buy.
(Image credit clickz)