How do you maximize your Social Media Marketing ROI
Proudly, you have created Facebook, Twitter, Pinterest, Vine, Google +, LinkedIn and Instagram.
You have a website and a blog and are feeling very confident about your digital marketing progress. You are hitting almost all of the social network stops. Awesome!
But wait…there is more……
Social Media is a never ending, ever growing swirl of information and change.
You will not be successful if you do not keep up with it all. Most people will pick their favorite sites and stick to them. Several things factor into this decision. Some social media sites are mobile only (Instagram and SnapChat) some are easier to gain a following (Facebook) and some you just feel more comfortable using because you have used them in your personal life (Facebook and Twitter).
Maintenance is time consuming but a MUST
Before you know it, a couple of months go by and someone says “Hey you won’t believe what so and so had on their Pinterest page!” and as they are talking, you zone out, get a sinking feeling and realize that you have not posted on Pinterest since you set it up. Then you start going over the list of all the social media pages that you have and realize that you need to do a lot of work. Really with all that you have to do to keep a business successful it is so easy to forget. Unfortunately marketing on social media is not an area where most companies can afford to throw something out there and hope it sticks. It takes work and patience. If done correctly, marketing on social media can be very profitable for a business and I do not know about you but I want to utilize every option to make my business profitable!
Sadly, the sites that you do not keep up with end up withering away and falling to the back of the line. Then when a potential customer comes across one of these neglected sites it appears that your company is antiquated or even worse NO LONGER IN BUSINESS (insert doom music here).
Social media sites must be nurtured and require a lot of attention if you are to be successful. Let’s look at a few things that are “must haves.”
Business Information – make sure to update your address, phone number and never ever EVER forget to add your website.
Facebook Shop – if you have one (and you should if you sell a tangible item) make sure that there is more than one picture (preferably 3), a clear description of the item and updated prices. Facebook Shop has a section that allows you to showcase a collection. This is a great place to add Sale or Clearance items.
Profile and Cover photos – make sure that these represent a clear picture of what your Brand is. This is not the place to get cutesy unless you are selling kittens.
Content is Key – Let’s face it, people do not come to your page to see what Molly the Office Manager had for lunch. They want to see articles about your business, pictures of featured products or how the brick and mortar store is decorated for Christmas. Be very aware of your audience and cater to what they want. It is not a personal page but a business page and should be treated as such.
Do not over post. If you are posting 3-4 times a day people will stop following you. They want to be informed but not overwhelmed.
Do not under post. If you only post once a week then most people will not see your post.
How to stay organized
I highly recommend creating a social media calendar. This will allow you to not only remember when to post but what you have already posted. Facebook has a nice analytic that allows you to see what you have posted and which posts had the most activity on them but not all of the social networks have this.
Google is your friend
Lastly, everything today is Googleable (that’s a word right??). I recommend Googling your company at least once a week and that will help you get a clearer picture of what you need to focus on, whether it be a social media site or your website. While you are at it, go ahead and Google your competition and see where they are and what they are doing.
Leave it to the Professionals
Feeling a little overwhelmed? Well you should, because it is overwhelming. I have just lightly touched on some of what you need to do. My best advice I can give to you is to hire a digital marketing company to do it for you. Some things need to be left to the professionals. Let them figure out the analytics, research the changes, set up and keep the Facebook Shop current and the 100 other things that you need to keep up with to have a successful social media campaign. Otherwise you will be like Bugs Bunny. Blindly burrowing around and when you come up for air you realize that you should have taken a right at Albuquerque!