The following is a guest post by Simon Campbell. His bio is at the end of the article.
So, you’ve decided that it’s time to take your business online in hopes of achieving social media marketing success. Welcome to the here and now; we’re glad you could make it. However, don’t expect to become an instantly successful, revered brand just because you create a few social media accounts. There’s more to it than just showing up.
The first—and biggest—issue you face as a social marketer is figuring out what you want from social media. Without understanding exactly what your goals are with your campaign, it’s going to be nearly impossible to achieve ultimate and lasting success.
Let’s have a look at some social media-specific goals and see if they tie into what you personally want out of your campaign.
Figuring out your social marketing goals and achieving them
Do you want more traffic out of your campaign? Of course you do. However, it’s important to realize that social media traffic isn’t like basic website traffic. Social traffic can be derived in a multitude of ways, from friends of friends and ads to hashtags and searches. But even with more ways to gather it, traffic on social sites is more fickle. You want to earn click-throughs and opt-ins by actually offering people exactly what they need. As a marketer, you have to be a problem solver who offers incentives to people in exchange for their action.
To gain this traffic, you’re going to need:
- Quality, pertinent ads directed at your niche
- Rewards offered for people to take a clear action
- Interesting material that’s released regularly
- A professional-looking atmosphere
- A clearly defined mission
- A consistent brand voice
Becoming the hot-button topic may be your goal as a marketer. If so, you have to understand that social media “flash-in-the-pan” success is actually a curse. Sure, a topic you release that plays to the masses might be very popular for a while, but unless you’re specifically catering to your niche, the buzz is ultimately going to die down and none of that traffic is going to stick around.
Being the proverbial one-hit wonder isn’t how you want to generate your buzz. So if you’re looking to create buzz-worthy material, try:
- Directly solving a problem for your niche
- Creating entertaining, interactive and engaging material
- Sticking to high-quality material that speaks directly to people
- Asking people to share your material and adding incentives to do so
More brand exposure?
One of the drawbacks of social marketing is that there’s a lot of competition within your niche, no matter how obscure it is. This is where increased brand exposure can really help out. Becoming a widely popular and trusted brand will bring more people to your brand more often, and that eventually equates to more leads, more customers, and more revenue (more about that below). But getting that brand exposure can be awfully tricky.
Brand exposure isn’t only about throwing your brand’s name in everyone’s face. It’s also about:
- Offering quality products/services to customers
- Providing engaging and interactive material
- Addressing questions and concerns of your base
- Providing quality customer support
- Continually solving the direct problems of your niche
- Consistently presenting a professional, likeable image
If you can do these things, you can begin to increase your brand exposure by developing a solid reputation.
Having more customers is obviously a main goal of every social business, but getting these customers can sometimes seem like pulling teeth. Getting someone to Like, share or comment on something is the easy part. It’s actually getting them into the sales funnel and converting them that’s difficult.
You’re going to need a solid angle to develop leads and to directly convert more of these leads to customers. You can run it like a process, which includes:
- Creating an opt-in feature (contest, promotion, game, etc) that offers incentive in exchange for an email/mobile number
- Directly messaging your new leads to gauge their level of interest
- Replying to the interested parties with a succinct and entertaining message that provides a clear and strong call to action
- Developing an enticing landing page that sells the product for you
- Offering an easy to navigate, streamlined page that makes it easy for customers to purchase from you
Increasing your revenue through social media marketing is obviously a goal, but it’s one that’s tough to measure. Most people will have advertising campaigns outside of social media, so measuring ROI from social specific efforts may require metrics that are completely separate. For actually earning more revenue though, this can be accomplished by accurately and carefully carrying out an effective social campaign.
By using what’s listed above, you can play the role of a problem solver to your niche, develop more trust and a broader base, and ultimately pick up more fans and customers. If you can do those things, your revenue is going to increase.
If the abovementioned items are things you want out of social media marketing, then it’s important to understand how you go about achieving these goals. Take the information provided and work to transform your social campaigns into successful ventures, and remember that social media advertising is a lot different than conventional methods.
Simon Campbell is a writer from a Facebook ad campaign tool – Qwaya. He loves to write different topics about social media and participates in some communities and forums. If you have more social media marketing questions, feel free to ask Simon on Twitter.