Marketers out there are always looking for new ways to create social media marketing success that increases fans, followers, engagement, and ultimately profits.
However, I’m sure you know by now, especially if you have been following our blog, that it’s a bad idea to become a digital sharecropper and build your business solely on somebody else’s digital real estate such as; Facebook, LinkedIn, Google+, etc.
Simply put, none of the above listed user based websites are in your direct control. And from an online marketing strategy, it’s simply a losing plan.
Facebook, LinkedIn, Google+ all allow you to use their services as long as you don’t violate their usage policies or any other third party website you don’t control for that matter.
So you may be asking yourself…
“How do I get and have social media success when it comes to my marketing?
“How are the savvy online network marketers using social media successfully to get more customers, boost their brands, and even make more sales?”
Below are the seven key components that will turn your social media marketing strategy from a frustrating time-waster to an effective, bottom-line, supporter for your social media marketing success.
Social Media Marketing Success: Get your home base together
Your home base is your website. It’s a domain that you own. You control the customer experience — from the content – the website design – to the user interface.
This is where you showcase your knowledge and skill sets.
That means creating and building a solid foundation of high-quality content that validates your expertise in a pleasant, likeable, easily accessible way.
Impressions matter, especially first impressions.
So ensure the design is fresh, professional, and smart (i.e. easy navigation).
It can still be fashionable or trendy, if that’s your thing, but it shouldn’t look amateurish or be complicated.
Your digital home is where you post content to answer your viewer’s questions, wants, needs, and ways to get what they desire.
So give them motivating actionable tips, and help solve their aggravating problems.
When someone wants to know more about you, this is where you send them.
Your digital home is a content marketing tool, which suggests this is where you need to be interacting largely with customers, not with other professionals in your topic.
Don’t just be dogmatic to show what you know or what you think you know — connect your knowledge and opinions back to how those things influence your customers.
Social Media Marketing Success: Who’s the face of your business?
If you intend to use social media platforms like Twitter, Facebook, Google+ or LinkedIn, you are going to need a human face to make your social media marketing work.
Let’s face it, people follow people. Become the kind of leader that people would follow voluntarily, even if you had not title or position.
So, does that mean would-be customers want to know everything about your personal struggles on how to find high-quality all-natural cat food? No. (Unless your company who is selling all-natural cat food…)
Just like people do in public settings (work, church, volunteer activities), you’re going to embrace a persona — a selected array of your thoughts, passions, and observations.
You don’t need to or should want to share completely every little thing about the “real” you with your social media networks.
You’re going to be social and casual, but you’re going to do it in a way that’s relevant, appropriate, and motivating to who you’re engaging with. Your target audience.
That does not designate I want you to be a fraud or a scammer. I want you to be sociable and honest. Sound like a real human being, not an off the shelf commercial robot.
And you definitely should not and don’t have to stick to business, business, business all the time.
It’s perfectly acceptable and good to show that you have a life. It’s not so good to show the world you’re careless, vulgar, or dull.
The very definition of what is “appropriate” is that it depends on your audience.
If it works for your customers, it’s appropriate.
Genuineness for a business doesn’t originate from oversharing or boring your audience to death — it depends on doing what you say you’ll do or claim that you can do.
Social Media Marketing Success: Who else has your customers?
Social media platforms were intended and designed to make it easy and enjoyable for people to socialize with each other. That means you’re going to utilize them to build connections and relationships that will help your business.
Look for and seek out other people who have healthy-sized audiences who are a good fit for your product or service.
They may be other bloggers, they might be Top Earning MLM business owners, they may have a popular podcast, or maybe have a widespread column in mainstream media.
Or they might simply be social media devotees who have a bunch of friends and like to share good stuff.
The point is, look for other “successful” people who are in your particular niche or industry.
These are the folks you want to share and promote your high quality content with.
Nurturing professional connections isn’t really rocket science. Stick with the basics — connect with them from your content, comment wisely on their blogs and social media platforms, and be a pleasant person.
Don’t assume that picking fights or engineering drama is going to make you stand out.
Because it doesn’t; it merely makes you look like a troll and foolish. On top of that it’s unprofessional. Especially when they already have what you are trying to get.
If you’re going to take a controversial position, or play devil’s advocate, make sure it’s one that really matters, and express it with respect.
Social Media Marketing Success: Pick a primary platform
Again, think about where your customers are. What social media platforms can they be found on?
If you absolutely love Twitter but your customers are spending hours every day on Facebook, you need to identify that Facebook is probably a better location for your business.
It may not be as enjoyable or easy for you — but that’s why we call it work.
Check out my Cheat Sheets for Getting Started with;
Social Media Marketing Success: Manage your time
If you can’t decide how much time and focus you’ll put into social media marketing, your default answer is going to be “all of it.”
Sites like Twitter and Facebook have a very seductive appeal to drop in and “just check what’s new.”
However, when your five-minute check turns into 30 minutes to an hour, and you’re doing that 4 or 5 five times a per day per site, you’re going to find your Income Producing Activities are going to take a dive.
Want to double your productivity in the next 24 hours? You may find this video helpful. 23 Productivity Secrets.
Remember your home (your website). That (and actually delivering whatever it is you do) are where the majority of your time and energy need to be concentrated on.
The most effective tool I’ve found for managing social media time is a simple $3 kitchen timer.
Make your decision beforehand on exactly how much time you’ll spend checking in and being social, set your timer, and stick to it.
Social Media Marketing Success: Content first, conversation second
You’ve been told over and over again by social media “gurus” that your whole business needs to focus and circle around something called “The Conversation.”
Frequently, this form of Conversation brings about business owners spending hours and hours every day babbling on and on with possible customers and wishing for someone to go ahead and purchase or optin for something. (Or, rather, babbling on and on with peers, family and friends and hopeful that this counts as work.)
Yes, be friendly. Yes, keep an ear out for customer objections so you can respond properly. And yes, network with peers in your industry or niche to keep your associations in good standing.
But if it looks and feels like you’re goofing off all day instead of working i.e. doing that one or two Income Producing Activity, it most likely is.
Instead, invest the majority of your time creating and producing content, whether it’s on your own home base (your website) or possibly for a guest post so you can find a broader audience.
Use content to enlighten and educate your customers about what they need to know to make a smart purchase. Focus on customer objections, questions, and problems.
When you find someone else’s content that your customers will find valuable or useful, share that too — and feel free to add a few of your own insights on it, if you like.
Even a small 100 character tweet can have content value. Consider what you can say that makes your viewer’s lives better, as opposed to merely filling up time before you head off to the local coffee shop or gym.
See to it that your viewers have a good experience every time she or he hears from you. Keep it both valuable and enjoyable.
Social media conversation is a condiment that makes your content more flavorful. It’s not the main course.
Social Media Marketing Success: Don’t forget your SEO work
Too many people think that social media marketing and sharing means they don’t need to worry about SEO anymore
The reality is, social media marketing is a fantastic complement to your SEO work.
Play the strategic game.
The same elements that make social media work (sharing content that’s both valuable and easy to use, doing exactly what you say you’ll do, building healthy connections and relationships with others in your industry or niche) are the components search engines choose to serve up.
Search engines want to find the content that’s an extensively valued resource.
Skip the time-wasting self-image game
For too many businesses, social media is a time-wasting self-image game.
But utilize the tools strategically — with a focus on content and getting a valuable, useful message in front of a broader audience — and they can be brilliantly effective.
How about you? What do you consider the most essential component to your social media marketing success? Like, Comment, and Share using the share buttons below. J
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Shaun & Kimberly Keizur