Over the last few months, I have been focused on Social Media. Thanks to my good friend Wanita Zoghby-Fourie and other sources I have learned so much. What I have learned is I have not learned much about what is really such a complex subject. Anyway here are a few things my research and practice have uncovered.
Social Media Overview
Social media is a huge part of our daily lives. According to the Salesforce report “50 Best Social Media practices”, 66% of internet usage is spent on social media sites. Users engage everyone from friends and family, to groups and brands. For brands and organizations, it’s an easy and effective way to get your message and products out to a wider audience in real-time. The most widely used social media platforms are Facebook, Twitter, Instagram, LinkedIn, Snapchat, and Pinterest.
Facebook continues to lead the way while Twitter and Instagram are great places for short stories and small snippets of information. Video is becoming more important as a medium on all platforms. Linked In a good place to connect with business people its not just a job site anymore Youtube is often left out but it is a well-used search engine so it may be worth looking at.
All the major platforms are either running and encouraging live video or soon will be. Why live video? Because it’s native content that captures attention and increases the total time users stay engaged with their platform. In a time when content is king, new and original content is in high demand, and live video provides a seemingly endless stream of original content. A word of warning EVERYONE IS DONG THIS NOW So make sure you are being creative and not just a talking head.
Change is the Only Constant
Changes in social media happen almost daily, with each social network working to increase usage and engagement on its platform every day by analyzing the habits of its users, as well as trends in society. As our attention spans continue to decrease, and the amount of content and the number of channels increase, platforms are working harder to home in on what’s working better at that moment in time. This is a proven constant in Social Media. The trick is to find a way to stay on top of it. Maybe try the DIY approach it may save money but be more costly in terms of time and lost opportunity? Employ a smart Digital Person full time? Look to outsource this vital tool to grow your business?
The Sales Funnel
To maximize your funnel or funnels you really need to understand that people in different parts of the funnel need to have different content as the prospects are in different stages of need.
Top of Funnel
At the top of the funnel, you’ll find both interested prospects and casual window shoppers. It can be hard to tell these two types of people apart, so you’ll need to target them all to start. The content for these people will be on your website, social media channels, and blog. Use Content that adds value to your prospect. What helpful tips and tricks can you provide to them that will help them be more successful? It may not even be related to the product or service. https://web8.co.nz/blog/getting-stuff-done/
Middle of Funnel
As potential customers move to the middle of the funnel, you want to provide them with a full introduction to your products and gently share why these products would benefit their company. By now they are interested so now is the time to show them what you have to offer. Do you have product videos that you can post that show the product features or the work you have?
Bottom of Funnel
YES, you’ve brought your leads to the bottom the sale is so close you can taste it. Now is not the time to push but just give the prospect a little nudge to be a customer. They have expressed an interest, learnt something of what you can do, The content now can be more personalised, reports or studies of similar businesses, tip sheets on how to use it, testimonials from happy clients .
- Balance out content between things that are promotional and things that are not. My good friend Wanita recommends around 7 Social or informational posts for every promotional post. This builds your credibility as a social person who is interested in sharing knowledge. https://www.facebook.com/watch/?v=284535979355789 https://youtu.be/dkKkvHO0loM
- Capture live video to show your products and team. Be careful to make this interesting. If you are not keen on being a Social Media Star (that is me you can use other types of video) It does not have to be about your product it may be about an interest. Even if the quality is a little off it can show something you care about. https://youtu.be/dkKkvHO0loM .
- Share relevant and industry-specific articles that add value to your fans’ timeline. https://web8.co.nz/blog/google-core-update/
- Share small posts that tell your story, the work you do, and the team. https://www.facebook.com/jbweb8/
- Use Instagram’s new feature that allows you to
post multiple photos and videos in a single post to document your attendance at an event, or use it to highlight multiple employees or teams
- Repost fan photos, ask for their permission of course. Do this by posting a comment like this on their post: “Thank
you for sharing your love for us! We’d love to reshare this great photo with our audience. Would that be ok?” This gives you the permission you need to cover usage.) This is known as user-generated content.
- Engage with customers and fans who are posting photos or videos
of your products. Just click on the heart next to
their comment and by commenting on their photos. Don’t forget to say thanks
- Show the real you, share a behind-the-scenes look at your office or how your products
are made using Instagram Stories or Instagram Live
- Make sure your profile is written and set up correctly so that you are seen a Professional and someone worth connecting with.
- Connect with like-minded and relevant industry people both of your own industry and if you have specific target markets. You can do this through groups and personal connections
- Be seen or establish yourself as an industry leader. Post content that is written specifically for your audience.
- Post content that adds value to users’ timeline (tips, tricks, and product resources). Be seen as someone they can turn to for advice, not just a salesperson.
One thing to keep in mind is that whatever you post in person or as a brand is a conversation and this should go two ways. Have you ever posted a comment or question on a brand’s page and do not receive a response? How did that make you feel?
Monitor your social media, set up alerts, respond promptly. Just set aside some time daily or twice daily to do this. Be you use your own voice and that of your brand. Make this as human as possible.
Contests and Giveaways.
Everyone loves free stuff. Giveaways are a chance for fans to win something and for you to hype up a product or service. LEverage the giveaway by saying something like ” Hi we are feeling generous today Tell us your favorite feature of our widget below and we will select a few folks to receive this great free gift. Check for rules and laws around giveaways and prizes on each platform as they differ and require different “official rules” to be posted.
Do not forget to tell everyone who won. After all, if a winner or winner is not declared then people may think this is a scam. You can also leverage this into the next promotion. “Congratulations John Doe and Jane Smith our lucky winners your free gift is on its way. If you were not successful this time follow us to make sure you see our next giveaway.
Shock and Awe Actually Surprise and Delight
This is my favorite. Find the people that engage with you and share your brand with others. It is so simple. You see Fred is sharing your photos or talking you up. Reach out to him. “Hi Fred this is John from Web8. Thanks so much for sharing your love of our SEO service. Can you DM us your address so we can send you something to say thanks?” Make sure it is useful, I find a cap or bottle of branded sunscreen is great.
Having a Conversation
Just respond to likes, shares, and comments. Use this as a chance to show your fans you appreciate them. At web 8 we try to comment and show our appreciation any time someone shares our posts on LinkedIn. We like a photo that is shared or a post that is shared. It may be an opportunity to give some more free information.