Most businesses are now using Social Media in some shape or form. And it’s the shape and form that matters. To put it in context there are an estimated 50 Million businesses using Facebook. Why?. To generate business.
It’s simple. Social Media is about conversation and engagement. Plus it’s about creating content which ignites the spark – to start the conversation and enhance the engagement. So if it’s that simple Wayne, why do some many businesses still struggle with Social Media?
Well not to put too fine a point on it. Their content sucks.
Yup I said it. Poorly planned, last minute, always in sell mode, poor quality..the list goes on. And guess? It’s got little to no hope of sparking any conversation – let alone engagement.
Now before you go all OMG on me, thinking I’m really harsh on hard working businesses, I want to offer a silver lining – some Top Tips for all those businesses and other organisations who are finding their social media a chore.
Before you do anything you need to get a plan.
So step away from your Smartphone or Laptop, grab an old fashioned pen and paper and start to develop a plan. Questions like
‘Where are we now with our social media?’ (Assessment of current platforms/campaigns)
‘Where would we like to be?’ (Examples of admired bus/orgs)
‘How are are we going to get there?’
..are all good starting points.
Remember the journey is a long term game.
Many make the mistake of thinking of social media as some sort of silver bullet, which will get the phone ringing overnight and the enquiries coming in. That, my friend, takes time.
If you were to rewind – say to even 10 years, you’d know how difficult it would be to carry out research, not to mention how much it would cost. We live in a time where research has become a whole lot easier in relation to identifying and accessing your potential audience locally, nationally or even internationally.
I’m a big fan of ‘Keeping it (really) Simple’. Two things you need to do:
Go to the Google Keyword Planner tool (which is free to use). This can shed a whole lot of light on a potential audience for a business. Best of all it will give you a real good indication of the types of things people are searching for locally and globally which relate to your business. If you see a trend and people are searching for particular words, guess what? You start to create content.
Keywords research is very important. In a nutshell, it’s the process for identifying keywords or phrases which are generating search volume from users each month. The process helps you pinpoint suggested keywords that can help generate traffic to your website or blog. Simply put it will help you target traffic which will be more niche and potentially ‘your market’ .
Using the Facebook Ads tool also helps give you a pretty good indication of your potential audience and reach.
Facebook for the most part for businesses is ‘Pay to Play’. While I recommend you do a mixture of paid and non paid activity, if you’re just starting out it’s a great tool for getting an idea to your potential customer base. It is a tool I use regularly to check the potential audience base for my content ideas.
Spend the time coming up with effective headlines for your content. It’s important. If you have a copywriter to hand – use them. If not take your time on this. Think of how fast social media moves. You have just a small window to capture the attention of your audience. A great little tool I suggest small businesses take a look at is Co Schedule Headline Analyzer. This is your headline assistant. It scores your suggested headlines eg for your blog posts and gives some great suggestions on how to best improve your headline for Maximum Impact. #BOOM
It’s a wasted exercise creating great content for your business or brand, investing time, energy and money into it if you don’t promote it.
When it comes to promotion most businesses go straight to Facebook and Twitter to get their content in front of people. While these may work there are a number of other ways to try getting in front of digital eyeballs.
Outbrain is a content discovery platform that partners with publishers across 55 countries. It offers another way to get content sitting on websites and blogs in front of people. Normally via news websites in a ‘you may also like’ way. You are charged on a cost per click basis as opposed to a impression basis.
When it comes to content via Social Media and your businesses website it helps to educate, inspire and inform. Visitors then turn into customers – it helps conversion. Spend time creating content, with great Headers, about topics your targeted audience wants and promoting it wisely. You’ll see results.
If you’d like to get more hands on with Social Media and improve how it’s working for your Business – Join Wayne on the next ISM Social Media Marketing Workshop to book a place email: [email protected]