You’ve set up your social profiles. You’ve spent time locating and listening to your target markets. You have begun to see interest in your content. Your community is growing, but people aren’t quite buying as much as you’d like. Should you quit trying to attract customers through social media?
Don’t quit on social media.
Social media is the new broadcast media for marketing and advertising. Audience targeting capabilities are only going to keep getting better. Keep your prospects in the the loop until they decide to buy from you. Don’t quit. Instead, create and execute a plan for staying top of mind.
There are three things to keep in mind for your social media and content marketing plan.
Use Automation with Care
Automation can be a blessing or a curse for your social media and content marketing efforts. While automation saves time, it also annoys people when they want to talk to your brand, not a bot. I recommend using automation for post scheduling in the beginning. Do all other online relationship building activities as real people. Bots are becoming better at imitating human beings, but they are still a bit stiff. Focus on creating a trusting relationship between your brand and its potential customers.
Before using an automation tool, ask, “will this increase trust and authority?” If the answer is yes, test the tool and gauge how your audience reacts.
Study the Effectiveness of Your Messaging
There are many things you can study in regards to social media metrics. For the relationship building, pre-sale phase, measure your amplification.
Other goals you could track include: new followers, link clicks, online purchases, contact forms filled out, signups for newsletters, downloads of pdf files, and time spent on a specific webpage.
Taking the time to observe which content is helping you meet your goals helps you get to know your target markets. It will also help you determine which content offers the most value.
As people interact with you online, they will tell you what is of value, and what is not. Stop sharing and/or producing low-value content. This is very helpful information when it comes time to make the sale.
Leverage a Combination of Owned and Earned Distribution Channels
Your owned channels are a no-brainer for distributing your content. They include your social media profiles, your email platform, your website, and your blog.
Earned channels distribute your content without payment for placement. Social sharing by others is earned distribution. So are online reviews, guest post opportunities, influencer mentions, and distribution partnerships.
Finally, show up and keep the conversation going. When anyone reaches out to you on an online channel, respond. This is basic human courtesy. It also furthers your relationship by projecting respect and interest.
Social media is here to stay. Use it effectively, and you will see business generated from it. Remember, social media channels are distribution channels. Your success using them is only as good as your message and your message placement.