Whether you’re blogging, or sharing something on Facebook it all comes down to content. Social media is how people communicate online now, and the content you share there is more likely to be commented on and shared with others than content you just put on your blog and don’t share it.
Sharing an article you put on your blog on social media can establish backlinks, engagement, and send traffic to your website. Therefore, it matters what you share on social media if you want to establish real social signals.
Know Your Audience – In anything you do from developing products, sourcing products, creating services and so forth it’s imperative that you understand who your audience is. Get to know what keeps them up at night and what will solve their problems.
Set Goals – Each social media platform needs a different goal of its own. The reason is that each social media network is very different. It’s best to set up each one independently as you don’t want each network to be a copycat of the other. While you will likely share the same blog posts, articles, and content, you’ll organize it a little differently and present it a little differently for each network.
Create a Strategy – When you’ve developed your goals you’ll want to create a strategy behind each goal to make sure you reach them. Again, separate each network out so that you have a clear understanding of what each one of them take to achieve the goals you’ve set.
Work On Your Headlines – One of the most important aspects of each social share is the headline. Each network is a little different so you’ll need to change the headline as you share. The headline is what helps your shares get more clicks.
Use Imagery Creatively – When you share anything on social media make sure that your images show up the right size and fit the network. Studies show that on social networks shares with images are more likely to be engaged with and shared to their friends.
Optimize Your Content Specifically for Social Media – Each network has different image size requirements, different amounts of letters show in the blurb before the link. Understand how each network you use works so that your content can be presented in the best light.
Share On the Right Days and Times – Research how your audience consumes content. What are the best days and times to share? When do you get the most engagement? You may have to test out different times and days to find out.
Mind Your Metrics – Always look at your analytics before you start anything new and then check them again later to find out if what you’re doing is having an effect. Remember that nothing is ever complete until the paperwork is done.
Social signals are about sending the right signals at the right time, using social media along with your other online real estate to make an impact, get noticed, and get more traffic.
Social Media Manager
PS - Click here to access the FREE resource library. It's packed full of useful tips for your social media strategy!
Starting out in social media marketing can be very exciting. On one hand you have a fresh start for your business online; a blank page to be filled. Oh the possibilities! And on the other hand, blank pages can cause writer's block, indecision and fear.
It is important to realize that first impressions count just as much online as they do in the offline world. But as a busy entrepreneur, you probably don’t have time to try out every social network for size. Your social media marketing campaign needs to produce measurable results as soon as possible.
Here are six insightful questions to ask yourself before you start on social media. Your answers will help you to create a coherent and effective social media marketing strategy for your new and growing business!
WHAT NETWORKS WILL YOU JOIN?
The big players in the social arena constantly shuffle for first place and they nearly always seem to hit the news with their latest leap in popularity, but the same six players are key in terms of volume of users - Facebook, Google+, Twitter, Instagram, LinkedIn and Pinterest.
Understanding the demographics of each platform's users and where they intersect with your target audience will decide for you whether you should use a specific network or not.
WHO WILL BE IN CHARGE OF POSTING UPDATES?
Chances are, you're going to need a freelancer to look after your social media. The internet doesn't sleep, and if your market is global the chances are you will have to state your business hours publicly and hire someone to engage with your fans or customers from 9-5 each day.
This is one time when giving the job to your newest intern is not a good idea. Your social media manager should have a firm grip on best practices, customer service, and be both polite and patient.
WHAT ARE YOU GOING TO POST?
It's funny, but sometimes what we think our customers want from us and what they actually want from us can be miles apart. Do your homework. Figure out what kinds of posts go down the best with your target market and give them what they want.
Always, always monitor your analytics to both help create more of the content that gets most engagement and to look out for trends your business should follow.
WILL YOUR ADVERTISING BE PAID OR FREE?
If you're a start-up business, or have been badly affected by the downturn in global economy, you may not want to invest in advertising. But understanding how it works can offer some very cheap marketing opportunities, as social media advertising is the most cost-effective there is at the moment, compared to Google and Bing PPC.
HOW WILL YOU DEAL WITH NEGATIVITY?
Unfortunately, being on the other side of an anonymous void, armed with a keyboard can make some people feel they can do and say what they want with some degree of anonymity.
This is actually a myth thanks to the many different social search tools and aggregators online. Don't feed the trolls. Remain calm and make use of the immediacy of social media to offer customer service in a timely and polite manner. You may never appease the originator of any negative comments, but the world that watches may be impressed enough by your attitude that they will choose to do business with you in the future.
HOW WILL YOU LEVERAGE THE GROWTH OF YOUR CUSTOMER BASE TO GROW YOUR BUSINESS?
There's little point in growing a large list of fans or followers unless you leverage it by engaging your followers and encouraging them to share your content. Create some fun around your brand; offer quizzes, photo ops, competitions, fill-in-the-blank slogans - anything that surprises your fans with an engaging activity. Even companies that sell washing powder have done this by sharing specific tips on how to best use it for certain stains.
Whichever networks you decide to use, don't be swayed by size alone. There are differences in gender and age group that more than make up for overall numbers, so make sure you do your homework first and create a realistic customer avatar that fits with the social networks you choose.
I hope these questions will help you get the most out of your social media presence! If you would like some help with managing your social media platforms, please send me a message. I love helping small and growing businesses with their social media. :)
Social Media Manager
PS - Click here to access the FREE resource library. It's packed full of free tips for your social media strategy!
Everything you do online can incorporate emotional marketing techniques. It doesn’t matter if it’s text, images, audio or visual in the form of video. First, let’s talk a bit about the various types of emotions that you can elicit with your content.
TYPES OF EMOTION
Visceral – When something impacts an audience member at the subconscious level, we say that the reaction is visceral. Your content, website design and so forth should evoke the feelings you want the visitor to feel without even thinking about it.
Behavioral – Emotions and behavior go together hand in hand. When your audience member reads your content, listens to a video, or visits your website, the feelings they have should also elicit a behavioral response. For example, if a visitor comes to your website and feels frustrated with the navigation, their emotional feelings of frustration will elicit the response of leaving your website.
Reflective – Once your audience member leaves your website, stops reading your eBook, or moves on past your content, it should stick with them enough to cause a response of some sort based on their feelings. They might answer the CTA, or share your information with others, or think about it for a while, but they won’t forget.
ASPECTS TO CONSIDER
Emotional marketing is a powerful tool that you can use in all your marketing efforts. It doesn’t matter if it’s a website, a sales page, a video or something else entirely - all aspects of it should be considered, such as:
The Words – Know what words trigger emotion and action in your audience. Use words to focus on the benefits your product or service offers your audience. Remember that they want to know what’s in it for them, not what’s in it for you.
For example: Use trigger words like “Limited time offer…” or “Act now to completely change your life in the next 10 minutes…” You don’t want to lie, but you do want to give it to them straight and tell them exactly what their benefits are for acting now.
The Images – Images of people tend to bring forth more emotion for people. Let the face of the person demonstrate the emotion that you want the audience to feel as they look at your website, watch the video or consume other content that you offer.
For example: If you’re writing about freedom and how your audience can experience freedom, try using a picture of something that demonstrates freedom to your audience. Use also a typical person that could be part of your audience, showing the emotional release they feel as they realize they have true freedom.
The Colors – Some colors evoke different emotions based on culture, sex, and many other factors, so it’s extra important to understand exactly who your audience is. You want the colors you choose to elicit the right emotions in your audience.
For example: If you want your audience to feel as if they should be excited and passionate about something, choose known passion colors like red and orange. If you want them to feel happy and free, choose a color like yellow to emulate the color of sunshine which makes people joyful. Do check to ensure that the culture you’re marketing to does not have a different idea.
In order to accomplish that, you need to understand your audience completely so that you realize what their emotional needs are, plus what emotions trigger action for them. You can learn this by surveying your audience, getting to know them more, and asking for a lot of feedback as you create new products and services for them.
Social Media Specialist
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The goal of this blog is to help small and growing businesses get the most out of their social media presence.