Countless prospects of mine have reached their breaking point with social media. They have spent a ton of time and money which has resulted in diddly-squat. Social Media is a beast. When harnessed using the right techniques, can generate life-changing results. So, what are they doing wrong? I’ll explain.
20 Min Read.
SOCIAL MEDIA HELPS BUILD LOYALTY TO THE POINT YOUR CUSTOMERS WILL WILLINGLY SHARE YOUR SERVICES WITH OTHERS, FOR FREE.
The majority of people make one simple mistake, posting without any strategic planning. Using social media without a method or making a conscious decision is a recipe for failure. Publishing to the right people, with emotive and relevant content is critical. The only way of achieving results is by creating a workable strategy.
A workable strategy is broken down into parts:
I exclusively create content that takes the user from the social media platform. It is difficult to sell a service or product through social media platforms alone.
To be honest with you, I don’t bother with attempting to sell a product or service on social media. The reason for this is that it is hard and time-consuming to convert a prospect with such limited content.
If there’s an easy way or a hard way of achieving the same results, I’ll choose the easy way every time. It’s not because I’m lazy, it’s because I’m smart.
My goal is to generate interest then redirect that user to a dedicated website page which has been created with one goal in mind, to pitch and convert.
Now that we have established what factors make up a good social media strategy, let’s take a look at how we can use these points to create a social media campaign that will rock the boat.
Social Media Formats
You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.
Time and time again I see the same simple mistake and that is people posting something like this on their social media accounts or public groups:
“Hey, I’m an SEO Consultant. I have 10-year experience and have a long list of successful clients. You should consider hiring me. Please message me for more information or see my website here: [link]”.
This method doesn’t work. You’re a stranger with no credibility and no rapport. Begging on Social Media for clients like this is a real ‘turn-off’ for prospects.
So here’s my top tip. Use specific content formats to redirect visitors to your website. The most effective technique I have up my sleeve is publishing content without the mention of buying a product or service. When they get to your website, you can focus on capturing data and conversions but, until they reach that point, we are only trying to generate interest [i.e traffic/leads].
As we are speaking about content formats, let me give you the most popular that I am personally using:
- Images or Visualisation [Infographics]
- Press Releases
- Social Media
There are so many options available that it is extremely easy to generate traffic. So using the previous example of an SEO consultant, I’ll show you how you can use some points of the list above to create effective content.
Social media article post example:
“Digital marketing isn’t black magic, it’s a science. Businesses all over the world are profiting from following a simple strategy that is proven to work. If you are serious about business and want to increase leads and conversions then I highly recommend you check this out: [Link to landing page].”
Social media tools post example:
“Marketing your business online shouldn’t be time-consuming. There’s a long list of tricks and tools that can help you minimize the time spent on online marketing while maximizing results. Sound too good to be true? Check it out for yourself: [Link to landing page].”
Social media email post example:
“Getting your business seen online is easy when you’re in the know. The problem is marketing companies want to keep their strategies secret. Not anymore! Head over to the link below and fill out the form and I’ll give you an action plan, for free! [Link to inquiry form/landing page].”
The difference between the original post and my format based post is (in basic terms) this:
“Hi, I’m a stranger but I promise I know what I’m doing, please hire me”.
“Hey, I have something that might be of interest to you, give me a few minutes of your time and I’ll let you decide for yourself if you want to pursue it or not”.
Generating interest is the first step in selling to existing clients as well as strangers. You need to draw them in and the best way of achieving this is to provide some (but not all) information and lure them into giving you their information rather than signing up on-the-spot.
Social Media Content Types
It is easy to mix up formats and content types. But it is essential to remember that they are separate and should be treated as such. Towards the end of this article, I will put together some examples of using all factors which will hopefully clear up any confusion. But for now, stick with me.
The type of content you choose to adopt on social media will appeal to different audiences. When I post on social media, I make sure I mix things up to capture the biggest audience possible.
Here is a pretty comprehensive list of content types, all of which I use daily.
- How-to Based
- Best Practices
- Case Studies
- Ask The Experts
- Beginner’s Guides
The list goes on-and-on. There are many more, however, there is my core go-to list for clients. If you have any suggestions or comments on any that could be added, please throw them in the comments and I’ll check them out.
Now that we have established our formats, let’s look at putting both formats and content types together to create beautiful social media posts.
The first step is to choose your Format. For this article, I am going to take articles as it’s the first on the list. But this technique applies to all of them. The second step is to choose your content type. Again, I’ll pick how-to guides as it’s first on the list.
Let’s take a look at what that generates:
“Businesses struggle with online marketing because they don’t have a strategy. Here’s the how-to list that shows you everything you need to do to up your game [Link to a landing page with minimal info and a form for an SEO audit]”.
The beautiful thing about this technique is you can keep throwing out different combinations of the same content. As I will now show you:
Landing Page + Checklist
“Succeeding with digital marketing isn’t hard when you have a helping hand. Get your free marketing checklist today [Link to a landing page for an SEO audit]”.
Landing Page + Productivity
“Save time and energy with your online marketing and focus on running your business. Our team, with ten years of experience, can save you time, money and increase productivity. [“Link to the landing page for an SEO audit]”.
Press Release + Interviews
“This must-read interview from Digital Media Consultant is a game-changer. He lays down the law and shows businesses it’s not hard to take things to the next level using the internet. [Link to interview + inquiry form”].
You get the gist.
As I said before, the list goes on. But hopefully, you get the general idea behind what we are trying to achieve. Everybody is different, including your prospects. This means you need a diverse range of content to appeal to your wider audience.
Social Media Platforms
There are many social media platforms out there. It is down to you to decide who you want to use. Which brings us to the first mistake.
Don’t try to use every single social media platform out there. Focus on a core group of popular sites that are relevant to your website and/or business.
Think to yourself, does my plumbing business need to be on DeviantArt? No. It doesn’t. Does my plumbing business need to be on Facebook? Yes, it should!
The next group of social media platforms are media sharing sites. These include; Snapchat, Instagram, and Youtube. I’m not personally a fan of Snapchat or Instagram, they don’t deliver the same results as the core networks. It is difficult to engage with new clients unless you pay for advertising, however, they are extremely good at engaging with existing clients and reminding them that your brand and business still exists.
YouTube is on its own level. If you can create relevant content that people are interested in, then YouTube as a marketing tool can be more effective than all the other social media platforms put together.
Don’t forget, YouTube is the world’s second-biggest search engine after Google.
Next, we have discussion forums. These include; Quora, Digg, and Reddit. If you are looking at using these channels for generating traffic then I would recommend sticking to Discussions, Newsjacking, information and opinion-based posts for maximum results.
We also have blogging and publishing social networks such as; Blogger, WordPress, Medium, and Tumblr. Ideal if you want to publish more in-depth content to generate more traffic. Generally speaking, if you can get these sites established, they will provide you with high-quality leads. To achieve this, you must make sure your content is well thought through and relevant.
Lastly, there are Bookmarking and Content Curation Platforms. These include brands such as Pinterest and Flipboard. These are fantastic at sharing, discussing and discovering new leads. I have experienced a lot of success with Pinterest with Retail clients who are selling services or physical goods.
Every social media platform was built with a specific use in mind. Think carefully about what you’re going to post and what platform is suitable. I am preparing another article about social media platforms and their uses. Sign up to my newsletter and I’ll email you when I publish it.
Another tip, when you come to automate social media, be careful not to duplicate your content across all social media channels. If you pump out the same content across every account, you’ll quickly lose interest.
Social Media Metrics
Metrics are always an important factor when doing any form of marketing. Without them, we can’t tell if our strategy is working. There are many tools available (which I will cover in under the tools section of this article) that can give you all the information you need.
Here’s what I look at when publishing on social media platforms:
- Page Views
- New Leads
- Brand Metrics
- Unique Visitors
- Reputation Metrics
- New Visitors
- Cost Per Lead
- PR Metrics
- Acquisition Metrics
- Bounce Rate
- Key Pages
- Demographic Metrics
- Retention Metrics
- Search Metrics
- New Members
- Social Metrics
- Engagement Metrics
Monitoring what effect your posts are having will tell you a lot about your target audience. Knowing how many people click on your link, how many people fill out the form vs how many people close your page and the ability to track what your visitors do next are amazing features that you must use.
After collecting this data, you’ll need to analyze it. Use that information to try different techniques to improve your strategy. Remember, I rarely get it spot-on first time. I often take months refining my strategy to maximize its results and efficiency.
I don’t feel the need to go through each of these points as they are self-explanatory. If you are unsure or have a question, throw it in the comments and I’ll do my best to help.
Social Media Goals
Ask yourself, why am I posting this content? Knowing what your end goal is will help you create better content. For maximum results, define your end goal then work backwards. Here are my suggestions for goals;
- Generate traffic,
- Generate leads,
- Raise brand awareness,
- Make a sale,
- Get found by searchers,
- Find new members,
- Get shares,
- create engagements.
Don’t restrict yourself to this list. What you’re looking to achieve may not be listed so think outside the box.
Social Media Triggers
Unfortunately, it doesn’t matter how good you are at writing or how desirable your product is. If you don’t give the visitor a reason to act, they won’t. To give my posts the best possible exposure, I will include one of these triggers:
If you can make sure you include at least one, if not two points, your post will reach its full potential. At the end of this article, I will give you a full example of how I would include this in the final product.
Social Media Checklists
- Take some time to define your strategy.
- Figure out the posting format you are going to utilize.
- Think about what content types will appeal to your audience.
- Share your content on key social media websites.
- Track the metrics and alter your strategy to maximize results.
- Work people’s emotions and include triggers.
- Always double check your work.
Social Media Tools, Automate Social Media.
Tools are an important part of maximizing efficiency. The first tool I would highly recommend is a way to automate social media. The RackPoint Automated Social Media Platform. You can knock out a few weeks worth of posts in a matter of hours and post them at key times to reach the most people. Best of all they have a FREE account to get you started.
Having the ability to automate social media without compromising on results is amazing. I cannot recommend a better tool.
Stuck for headlines? Check out the Answer The Public topic generator. I love this tool and find it extremely helpful when I’m scraping the bottom of the barrel. There are many other tools out there. If you have one, please share it in the comments.
Well done on making it this far. That was a lot of information in a short period of time. Take a break, have a cuppa and come back to read this summary.
Using social media to boost visitors to your website, resulting in signups or sales, is simple provided you follow the strategy laid out in this article. To refresh your memory:
FORMAT + CONTENT–TYPE + PLATFORM + METRICS + GOALS + TRIGGERS + CHECKLIST
Here is one last example for a little inspiration:
Content-Type: Best Practices
Platform: LinkedIn, Facebook & Pinterest
Metrics: Measure Clicks, Bounces & Signups.
Goals: To generate new leads and create engagements.
Triggers: Controversial, Urgency.
Tools: Automatically post Thursday at 1600.
“Act now. Our team has created a know-all guide about online marketing that discloses secret techniques used by big agencies to destroy the competition. Find out more by visiting: [Link to form for eBook] Be quick, it won’t be available for long”.
If you need any help with creating a strategy, please see my High Converting Landing Pages With Social Posts service.
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