It should come as no surprise that social media remains the dominant means by which people communicate and interact online. It is also the most powerful marketing tool any business could possibly utilize. The question isn’t whether any given social platform will work as a marketing tool; it’s whether you’re getting all the mileage possible out of it. Most marketers and business owners simply do not, and there are numerous reasons why this is true.
It took some doing, but I finally compiled a list of reasons why things don’t often pan out the way you wish they did, and that list wasn’t short. In the interest of coming across as too critical, I’ve narrowed that list down considerably with deference to those things that are both huge hindrances and easy fixes.
What follows are the five things that I have noticed when clients come looking for help with social media. I’m going to show you some things today that you might be overlooking or that could probably use a little tweaking to start getting those conversions rolling in on the regular.
I had the thought to present this list “countdown style,” starting at #5 and working up to #1, but the simple fact of the matter is that there isn’t one thing on this list that is more important than another, so I’m not even going to number them. Lend equal deference to all of these things and take an honest look at your approach to social media.
The Key to Success on Social Media
Since this one comes up so often, I’ll give it a brief honorable mention and move on. In short, you have to be consistent. Consistency in posting and interacting are vital to the success of any social media effort. Don’t simply put these bits of advice into practice. Practice them regularly and, if needs be, get help from a trustworthy content creation team. The right combination of web content writers and relevant copy, visuals, and branding will get you the results you want and need (if the quality is where it needs to be… more on that later). Now for the real meat of the issue…
Running Blind into Battle
Many marketers and business owners attempt to make a fast and sudden splash into social media. They develop (or curate) content that they think looks good, reads well, etc., then bombard every one of their social channels with the same content. The hope is that if you cast the bait into a big enough pond, eventually they’ll get a few bites.
The problem is that not all fish are lured in by the same bait, nor do they all live in the same pond. Being selective about what you post where can, and will, result in more bites overall. Put the wrong content in front of a specific audience, and you may never get their attention again. Simply put, do your homework. What flies on Twitter may or may not get the same reaction on Facebook. It probably won’t work as well on LinkedIn or Tumblr either. You get the idea.
Managing Multiple Channels for Split-Testing
I’m a huge fan of the concept of spilt-testing, but if you’re trolling your own audience using several different channels to test the waters, two bad things happen. First, you wind up working twice as hard to stay ahead of the content crunch. Not only do you need to deliver “test content,” you now have to deliver a larger volume of it at the same time. The quality suffers, and the monotony of seeing similar content repeatedly will make most people naturally tune it out.
There are exceptions to this rule, of course. I think of Twitter as a key example. In this instance, repeat posts are often the only way to reach your target audience, but, again, don’t just blindly schedule posts on the off chance that the right people will see them. Again, do your homework. There are tips and tools all over the web that can help you determine peak times to tweet specific types of content. Don’t get lazy. There are ways to tweet the same content and keep it fresh for the majority of your audience.
As with any other channel, though, be sure not to run multiple accounts on Twitter. Split-test there like you would anywhere else. Before long, you will start being able to track the most successful trends.
Using Clickbait Tactics
There are better ways to draw in your audience than using over-hyped, sensationalistic headlines that attempt to appeal to the reader’s curiosity. If you have something to say that’s worth hearing, tease your content in a way that keeps the reader focused on your brand, not the information they’re missing out on if they don’t click. Position yourself as a true authority in every aspect of your social media presence, and you won’t need hype. Your reputation will precede it.
Relying Solely on Curated Content
Custom content will cost more to produce, but the rewards make it well worth the expense. Do a little networking with other marketers or business owners and ask for referrals when you see good content on other pages. There’s no shame in it, and, unless you’re a direct competitor, your colleagues will typically be glad to share the names of individuals and agencies that have helped them become successful. A little networking goes a long way, and you’ll wind up with content that really stands out (because it’s yours).
Trying to Force Your Taste in Content on Your Audience
Lastly, remember that this is not about you. It doesn’t matter what you think looks good, sounds good, etc. The market wants what it wants. It doesn’t care what you want. For this reason, always be willing to admit it when your preferred way of doing things won’t pan out and stop pouring money into it. Be willing to approach people who create content for a living and take their advice. By and large, those people really have their finger on the pulse of current trends. Take full advantage of their expertise and at least try what they suggest, even if it means temporarily leaving your comfort zone to do it.