Social Media channels such as Facebook, Twitter, Pinterest, Instagram, LinkedIn, YouTube and Google+ to name the better-known channels, have actually only been with us for a few short years, but their impact has been extensive.
All the channels have evolved and are changing at a fast rate and the indicators are ‘they won’t slow down anytime soon’. This means developing ways of managing not just results but how the new capabilities impact the individual channel as well as other related platforms.
How Does Social Media Work?
If you have and make use of a database, you know the value of having and using it. What you don’t hear people talk about is that followers on Twitter or fans on Facebook are actually, part of your database.
Clearly, they have a different value, but they are people who said they like some aspect of what you do or offer. Your job is to understand how you can move them further along your sales pipeline, for instance how can I get an email address, what can I sell them or what action can I get them to take that better identifies their relationship with your business.
Segmentation – with or without the email:
Learning about your audience and then segmenting them based on their interest is, today, an important part of building an effective pipeline that feeds your business with leads and sales. Today we don’t need an email address, just a click or viewing of a webpage will start the journey to understanding you audience.
Social Media channels such as Facebook give us pixels (tracking codes) which we can add to website pages, that enable you to send an audience from Google to your website and then retarget them on Facebook, if they are on Facebook.
Social Chit Chat:
Has its place depending on your audience, but, it’s become much harder to achieve than in the early days. Generating engagement with a targeted audience is a very powerful way of filling a sales pipeline, but extremely hard to do in a way that shows a positive ROI, if you try to use social media on its own.
Conversations need a topic, which you can create with great content. If you are known for good quality content and you put out a post or Tweet people are more inclined to comment or click the link to the core content.
What Should You Do with Social Media?
There are just 4 things you can do:
1. Listen – to what people are talking about, you, your product, your industry or your competition.
2. Talk – use to promote and drive traffic to good quality content, information, educational material that in the main you’ve created. Establish yourself as someone worth listening too.
3. Make connections – potential customers, influencers, media and others that can add value to you and/or your business.
4. Drive traffic into the sales pipeline – the sale pipeline journey will determine where you send them, but the main thing to understand is that you are driving them into a sales funnel and not just building trust by sending them to content.
Advertising with Social Media:
All the channels offer advertising because the reality is that for most businesses you buy your traffic and place in a conversion process.
The bottom line is you either spend time or money to build followings and drive traffic into conversion funnels. Engagement on the various channels is always good, but for most this will only come in limited volume, especially if you’re a small business.
In 99% of instances we can drive far more traffic, for less money in less time than anyone can possibly create on an organic basis.
Should You Use Social Media?
For most businesses, the answer is yes, but you should be very clear on why your using a channel and how you’re going to use it to achieve the objective.
Want more information:
Social Media is a big subject, so if you want to know what’s right for your business, feel free to email your question or book a consultation.