I recently attended a Facebook marketing seminar and one of the things the presenter said was that the real money is not in the social media but needs to be dug out of there.
so Data Mining has a whole new meaning now. Mine the gold out of Facebook and other social media networks means that you need to get people who surf in these networks to click on a link that gets them out of the social media and into your marketing funnel - a link to a landing page or your website, depends on how you structure your marketing efforts.
But which social network would give your business the best results? There are a few issues to consider before making this choice:
The first instinct is to day - maximum exposure. but then over time we have learned that in order to get good conversion rates, is you can focus on your public, then quality is better than quantity. The internet gives you the ability to focus on your true public. social media networks like Facebook and linked in are able to cut through the masses and sort out those people who care really interested in your information.
Facebook is able to collect many tidbits of information about the combination of interests of its users, so you can really use its campaigning tool to find exactly who you want to approach with your messages. Placing an advert in the news-feed itself guarantees that it is seen also in mobile smart phones and tablets. these are the viewing platforms of the future and will become increasingly important to your business.
Linked in enables membership in targeted groups and you can use their campaigning tools to reach those groups.
Focusing your efforts is also important. It is very difficult to spread the work in all the various social networks. yo have to be efficient and select the network that is best targeted to your specific audience. Facebook has gotten its users used to commercial content, while twitter and linked in are characterized by a public that is more sensitive to marketing. You have to also think about the type of product and which way to present it will be the most efficient. If you have lots of interesting pictures, you might consider Instagram or Pinterest (e.g these are great platforms for internal designers). If its video, then YouTube is the most powerful channel out there today, and yes, ?I do regard YouTube as a social media network!
Focusing your message also means that you need to repeat it often. setting up an automatic system of adverts and links is part of getting good results. Frequency should not be too often, but you should be exposed again and again to your potential clients. Twitter has the "retweet" system, which enables messages to be repeated again and again in the network.
Focusing means also thinking locally. Local networks may be more powerful in certain markets, so if you want to penetrate them, looking for the strongest local social media or forum is the best solution, and it usually means posting in the local language as well. Professional forums and magazines could prove to be the best communities in which to reach your audience online.
The trick to an efficient and focused campaign is efficient presence. this means that you choose the best two social media networks that are most suited to your product and marketing strategy (see above in focusing), and you remain active in those networks, putting all your efforts into them. In other networks, where you only need to be present (active low scale), will only serve as background to repeating your postings from active networks and linking into your funnel.
Being active means to engage: Put most of your content into the active social network. Take part in discussions, follow group members, respond to posts and create interesting content. Post your own adverts in these networks, pulling readers out of the social media network and into your landing page in order to provide the reader a more elaborated experience with your specialized marketing content. Invest your dollars in campaigning in the social media network you have selected to be active in.
Being present means links to the active social media or to existing content on the website, with no special effort at new content or paid campaigns.
Selecting the main network to be active in is not so simple anymore. Social media has become a popular and accepted means of communication and not only for the young. If you have never worked with social media before, it is advised to test all the networks in the first month and then select the ones to be active in based on results and achievements of the test campaign. the internet offers great measuring tools that can dig up data on your campaigns into the finest details.
Flexibility is key: One network is hot today and cold the next. If in the past Facebook catered to the young and restless, it is today becoming a mainstream family network and young users go to the smart phone apps Like "Whats app" and Insatgram. Twitter was all about news when it started, and now no celebrity who respects themselves will be caught without the ability to "tweet" about every step they take. Being aware if these trends and the changing nature of each of the social media networks is key to launching a successful campaign. Using the measurement tools available to day and monitoring achievements will help you maximize your campaign results. watch your campaigns as they develop and steer them in the right direction, making changes as you learn along the way.
Remember that social media marketing is supposed to serve your product and business. Do not create content jsut for the sake of creating content. Do not purchase "likes" just so you can have thousands of irrelevant people looking at your posts. Make your posts focused to your clientele and give them links into your marketing funnel for maximum results. Dig the gold out of social media, do not stay behind to wallow in the river's mud...
No comments:
Post a Comment