Drive traffic, gain leads, close sales. It is today’s big talk in businesses when they talk about strategy and why they are on social media. Still baffles many on how some business actually do that though. Too often automation has become the default way for running your social presence. Businesses and marketers log-in once a week to upload some posts that just makes you seem active. Scheduling your posts for proper exposure over the week is great for time-management. This gives you dedicated time to research topics, hashtags and (a huge one) @mentions. There needs to be interaction for anything worthwhile to happen. Take it from those accounts on Instagram doing massive #S4S (share for share) campaigns. They cross-pollinate accounts based on tastes of their audiences. Start by thinking of related business to yours that you could do that with. The kind you would network with naturally at an event to get the best and most referrals from. It is the same game on a digital playing field with different means that reach the same end.
Remember, this is inbound marketing that ignites at times that are compatible with buyers perceived level of need. You come into their consciousness in whatever buying stage they happen to be in. Outbound marketing is more suggestive, not to mention disruptive. Using those same sales tactics in the digital space is a sure fire way to spin your wheels with little result. It comes down to doing more of what is actually is fun, useful and sharable and less of what is automated, canned or robotic.
Time to face the hard question – Are you even something you would want to follow or like?
People go to social media to expand their thinking, pass the time, get inspired, or hear the latest breaking news. Marketers hope for these people to shop and make purchases based on those needs. Unfortunately, people do not go on to sift through ads and read sales pitches – this would all be a lot easier and you wouldn’t be reading this. People hope to see something they haven’t seen before. See things in a way they never have before and be enlightened. They go to inform themselves to make decisions. Maybe not exact purchase-decisions per say, but decisions that impact their lives and well-being. They go to enhance the quality of their time spent.
Some things people love that are considered to be high-quality content include:
- Infographics and Images – Why read a block of text (and watch me insert my foot into my mouth as I type this) when you can get the summary in seconds visually? The image to the right likely caught your attention when it came into your reading pane. It said something important without saying much else at all. If you are like me, you are mostly content-minded and lack the designer’s eye. This site will help you create awesome infographics, blog post headers like you see here. My new favorite to-do when blogging is making my own Pinterest pins.
- Opinion – Politics and religion have always been said to be subjects you do not discuss with company. Why? Because opinion fuels debate, flairs emotion and causes friction. Opinion can drive traffic and cause virility as seen with media itself. It’s like a trainwreck – it attracts a crowd and causes rubbernecking. This time make the focus on you by keeping the relevancy in tune and make it audience appropriate. Remember, the goal is to cause chatter, not a fight. Think about the Apple vs Android debate, and I know you stand on a side (I am all Apple). Neither is right nor wrong, it is just opinion.
- Data – Again, why infographics do well is that they are plugged with numbers, percentages, figures and facts. Bold, attention grabbing fonts aslo capture attention. Data is of course that source of decision making fuel people need in their lives. It is something they seek that will help draw conclusions.
Public-swimming pools are nothing compared to a private one in your own backyard. 1st-class seating is more sought after than coach-class. Walking right into the club is cooler than standing outside in the line. Whatever it is, having it first or being in possession before others. When other cannot be in the know is a selfish desire we innately have in us.
“Act now, while supplies last!”
“Click here to get this limited time offer!”
“Limited engagement, so sign up today to claim your spot!”
From a web perspective, these calls-to-action pair well with things like:
- Gated content behind a clever landing page with even more clever social promotion
- Time-critical webinars taking place live, but always archived and available for reuse, recycle, and up-cycle afterwards.
- Tweetathons or other posting-based events taking place virtually
- Memberships or portals to critical content. This is typically paid for.
Even just being able to deliver content like a new blog post or monthly newsletter on a regularly scheduled basis gives a sense of exclusivity. First to know something, go somewhere and do something is the hype that makes those old familiar marketing mediums come to life and be successful. I hear all the time that email marketing is dead, social is the new search, and that live-streaming video is what 100% of my focus needs to be on nowadays. None of that is true at all. You just need to make it something special for your audience, and again, keep that quality up!
Followers “shed” themselves from you when their expectations are no longer met and people lose sight of the value they once saw. This is where you need to utilize those that you follow and turn them into influencers. Some of the most-prolific social gurus share a little of their own content in relation to that of their following. In fact, one distinct Instagram user has millions of followers with massive engagement, and shares none of his own photos. This was until more recently with already over 1 million followers. He simply curates content from Reddit, Twitter, Tumblr and other IG accounts. He, like other elite socialites, have learned the power of retweeting and sharing things and @mentioning others in replies or in giving credit to the author or original source via their handle.
This does 3 wonderful things I know you are needing anyway:
- Alleviates the content monkey’s need for original content
- Fills your feed with activity easily and seemlessly
- Puts your audience directly in the conversation
Yes, less writing, more posting, and more engaging is possible all at the same time. It’s really the heart of social, and that which you have not been tending to. Check the pulse, inject some life into it, feel the beat, play your own tune with the rhythm going on around you. Just give a look-see on what kind of KPIs their posts are getting. Share that which is trending with their audience that you know will resonate with your.
Next time you go to set out the posts for the week or just log in to try this social thing out, try giving some thought into the conversation. Think: “what would I actually say in a group?” Would you just ramble out something about yourself, or would you ask something first? Introduce yourself maybe? Share a funny story is more like it, or talk about the day’s events or the local teams win. You might think it is not fit for your crowd, that it is a shot in the wrong direction and you are better off playing a safer route. The world is out the socializing. People are looking for value, sharing experiences and finding their own peer group. Be the one to add that value, share in those moments that matter, and enhance the community created.
A few days after I posted this I found this amazing infographic from ImpactBnD.com that compliments my post nicely with some pre-fab data 🙂