Back to basics – kickstart your social media marketing

Back to basics – kickstart your social media marketing

Social media marketing is now recognised as a ‘must do’ marketing tactic. It’s no longer something that businesses ‘dabble in’ or ‘experiment’ with.

I think social media marketing has ‘grown up’ and become an activity that deserves attention and respect. Organisations are using social media to create real impact and drive measurable results that generate fantastic return on investment.

Social media marketing is great for a small business! On social media marketing channels, smaller businesses can stand alongside and potentially compete with larger established global brands.

The analytics and metrics that the major social media marketing channels provide have recently developed and became comprehensive. It’s really straight forward to monitor your progress on social media.

As with all things marketing, you’ll generate greater results and have the ability to make better decisions if you have a social media marketing strategy and plan in place.

I speak to many businesses who’ve lost their way or fallen out of love with social media.

Their followers, reach or engagers may have dropped off, persistent changes to the major networks cause confusion and they generally run out of ideas of things to post.

Some people get lost and spend hours on social media without actually achieving much.

This is my back to basics guide to kickstart your social media marketing strategy –

What is social media marketing?

According to Wikipedia –

Social media marketing is the use of social media platforms and websites to promote a product or service.

My definition of marketing is –

Communicating compelling messages to perfect potential customers.

I would also apply this thinking to social media marketing.

So therefore, social media marketing is simply also –

Communicating compelling messages to perfect potential customers.

Why are you doing social media marketing (or using social media)?

It’s really important to ask yourself what you’re trying to achieve! What’s your Why?

Businesses use social media for many different reasons including to –
Find new customers
Drive more website traffic
Communicate and engage with existing customers
Test and measure and conduct market research
Engage and interact with the public
Share knowledge and become a recognised industry leader
Support a corporate social responsibility strategy

Reasons to use social media would not include –
Our competitors are using it
We ‘have’ to be on social media
Our intern doesn’t have anything else to do

If any of this sounds familiar, then you need to rethink your why.

There are only 3 things that you should be using social media marketing for…

Social Media Strategy - things that you should be doing on Twitter

Help with marketing – Thinks that you should be doing on Twitter

The 5 C’s of Social Media Marketing!

Content

In social media marketing content is king! If your content is weak and irrelevant, you’ll struggle to attract new followers and engage with existing ones. Your content should be tailored to the specific target market that you intend to engage with.

Check out these previous blog posts for ideas on content –

How to create amazing content to support your social media marketing strategy

Are your images sized correctly? How to improve your social media marketing strategy

Community

Generating likes, connections, friends and followers should be an integral part of your social media marketing strategy. It’s good practice to actively engage with perfect potential customers, but also with other key influencers.

Conversation

Your social media marketing strategy should involve developing conversation with other social media uses. Conversation is a great starting point – it’s never a good idea to jump straight in and ‘shout about’ your product or service.

Hashtags can help you to join the conversation –
Everything you need to know about hashtags and how they can improve your social media strategy

Consistency

Consistency of posting or updating is crucial. Posting too much, or not posting enough will fail to attract and engage an audience. A steady, regular flow of relevant content over a long period of time is more appropriate.

Coherency

Your social media marketing shouldn’t be viewed as a standalone marketing activity. It should be effectively integrated into a coherent marketing strategy and plan.

What are the benefits of social media marketing?

Recent research suggests that over 95% of marketing professionals are using social media marketing as part of their marketing mix. Unfortunately the stats also suggest that the percentage of smaller businesses who use social media marketing is considerably lower. I think smaller businesses are missing a great opportunity.

Here are the main benefits of using social media marketing –

Increased brand recognition
Social media marketing is a quick and simple way to expose your brand to lots of people. Ideally these people should be perfect potential customers or other key influencers.

Communicate your personality and values
Social media is a great platform from which to humanise your brand.

Become an expert or authority in your field
It’s also a great platform to communicate expertise and authority. Businesses use social media to become recognised as an expert in their field.

Gain a better understanding of your customers
Businesses who use social media marketing effectively gain insight and understanding into their customer base. They can also develop greater and possibly more efficient customer service skills.

To communicate and connect
Social media marketing is the perfect platform to connect with individuals, brands or organisations who would usually be out of reach.

More conversions
Businesses are using social media to convert! Social media marketing can help to generate new enquires as well as conversions.

If you’re wondering which social media channels you ‘should’ be using, then here’s some statistics to help you to decide

Facebook

Facebook has 1.13 billion daily active users. (Statista, 2016)

72% of adult internet users use Facebook. (Pew Research Center, 2015)

74% of people say they use Facebook for professional purposes. (HubSpot, 2017)

Should Facebook be part of your social media marketing strategy –
Facebook isn’t dead! Here’s why Facebook should be part of your social media marketing strategy

Twitter

23% of adult internet users use Twitter. (Pew Research Center, 2015)

Twitter has 313 million monthly active users. (HubSpot, 2016)

Find out more about using Twitter in your social media marketing strategy –
How to use Twitter to drive more traffic to your website or blog

Keep up to date with the 2016 changes on Twitter –
Twitter update – a guide to understanding the recent changes

Pinterest

31% of adult internet users use Pinterest. (Pew Research Center, 2015)

Pinterest has 100 million monthly active users. (The New York Times, 2015)

71% of Pinterest’s users are women. (Search Engine Land, 2015)

Should Pinterest be a part of your social media marketing strategy –
How to maximise the power of Pinterest and sell more product online

Instagram

Instagram has 500 million monthly active users. (Statista, 2016)

28% of adult internet users use Instagram. (Pew Research Center, 2015)

Over 95 million photos and videos are shared on Instagram every day. (Instagram, 2016)

Find out more about using Instagram as part of your social media marketing strategy –
How to make sure Instagram becomes a crucial part of your social media marketing strategy

LinkedIn

25% of adult internet users use LinkedIn. (Pew Research Center, 2015)

LinkedIn is the only major social media platform for which usage rates are higher among 30 to 49 year olds than among 18 to 29 year olds. (Pew Research Center, 2015)

LinkedIn has 450 million members, but only 25% actively visit the professional social network each month. (VentureBeat, 2016)

Don’t forget about LinkedIn in your social media marketing strategy –
Are you forgetting about LinkedIn in your social media marketing strategy?

Choose the right channels for your social media marketing strategy

I often advise that it’s better to concentrate on one channel and do a great job rather than spreading your time and resource thinly across multiple channels.

The channels that you chooses to be active on should be the channels that your perfect potential customers (or other influencers) are also active on.

Inevitably time and resource will play a major part in this decision.

It’s also important to decide where each channel fits within your overall Inbound Marketing Process. What are you using each particular social media channel for?

The Inbound Marketing Process –

1. Get Found

2. Generate Branded Content

3. Engagement and Nurturing

So for example – you could use Facebook more to get found and Twitter more for engaging and nurturing. LinkedIn might the best place to post your best branded content.

House Keeping – Some quick tips and short term fixes

Create accounts for your business or brand on all social media channels
It’s good practice to do this. Things change quickly! Only a year ago nobody thought Instagram was for business.

Check that your social media profiles are up to date
I’m sure you’ll agree – there’s nothing worse than linking to a profile that was last updated 3 years ago.

Follow like – minded people
This will allow you to access relevant content that can engage with potentially ‘curate’.

Promote and link to your pages
Link to your key social media profiles from your website, blog email signature and other places online.

Consider using a scheduling tool
If you’re active on more than one social media channel, then Hootsuite or Buffer could save you valuable time.

Why do you need a social media marketing strategy?

Without a plan you’ll probably fail! How will you even know if you’ve failed?

A strategy and plan will provide invaluable direction and focus.

It can help to get other people in your organisation onboard.

It gives you the ability to make informed decisions moving forward.

A strategy should align with your overall business plan.

Most importantly, it will help your business to grow.

The Secrets of Social Media Marketing Strategy

Help with marketing – The Secrets of Social Media Marketing Strategy. Click here to find out more.

How Do You Create A Strategy

To create a social media marketing strategy, I recommend using the following steps –

Step 1 – Define Your Target Market

Step 2 – Set Realistic Targets and Measure the Results

Step 3 – Focus on Key Channels (Maybe Even Just 1)

Step 4 – Generate Content

Step 5 – Consider Using A Social Media Management Tool

Step 6 – Adapt and Develop

The most important part of any marketing activity is understanding your why! Why are you using social media or doing social media marketing? It’s always a good idea to revisit your why!

Check out this previous blog post –
Are you wasting your time and energy on social media?

How to do great marketing and win more customers

Download my FREE workbook – How to do great marketing and win more customers.

The ultimate seo health check to ensure you get more website traffic

The ultimate seo health check to ensure you get more website traffic

Everybody wants (or needs) to get more website traffic. Attracting the right type of visitors to your website or blog should be a major part of your marketing strategy.

It doesn’t matter how your website currently performs –

I work with people who get a handful of daily unique visitors through to organisations who get tens of thousands website hits. It doesn’t matter which category your website falls into – if you get more website traffic, it will only benefit your business.

Search engine optimisation (seo) strategy doesn’t have to be a time consuming stand alone activity. A lot of impact can be created through making a few simple changes and tweaking the way you work.

If you manage your website effectively and update it frequently, then you’ll get more website traffic because your website will naturally rank on Google.

I’ve developed a 6 step process to implement effective search engine optimisation strategy.

Here’s a few quick tips to help you to get more website traffic –

Revisit and update your key words and phrases –
Your key words are crucial! If you don’t know what you want to be found on, then you probably won’t get found. Selecting and working with an effective list of key words and phrases will help you to get more website traffic.

getmorewebsitetraffic

Get more website traffic! Click here to check out other blog posts on seo strategy.

Make sure your website is mobile friendly –
A high percentage of search traffic comes from mobile. This figure is rising almost daily. If your website or blog isn’t mobile friendly, then Google won’t index you for mobile searches.

Update your website frequently –
When your website is updated Google should re-index those pages. One of the easiest ways to ensure that your website is regularly updated is to include a blog.

Use headings and sub headings in all of your copy –
Headings and sub headings (h1’s and h2’s) are great places to include key word rich content.

Check your image sizes –
Google doesn’t like websites that take too long to download. ‘Page loading speed’ can be reduced by making sure your images aren’t large file sizes or high resolution.

Check out your alt tags –
People often neglect Alt Tags. They’re a great way to get your key words and phrases onto your website or blog pages.

Don’t forget about other image data –
As well as the Alt Tag, platforms like WordPress allow you to add an Image Title, Caption and Description for every image that you upload. Captions are a great way to get more key word rich content onto a page.

Make sure you include internal and external links –
Internal links link to other pages within your website. External links link to pages that aren’t part of your website. Your external links could link to social media or other associate websites. It’s best practice to link out to other well respected and credible websites.

Include your social media details throughout your website –
Links to your social media channels are a good thing in the world of Google. Embedded streams from your social media channels will also help you to get more website traffic.

Loose any broken links –
Nobody wants a ‘404 page error’ when browsing a website. If you’ve deleted pages or restructured your website, make sure you don’t leave any links to defunct pages.

Check out your page layout and navigation structure –
Page layout and navigation structure is important because it allows your visitors to quickly find what they’re looking for. It’s also important because a sound layout will help Google to scan and index your pages more efficiently.

Improve your contact page –
Contact pages usually rank high on Google. Sometimes higher than all of the other pages within a website. Contact pages usually include contact forms, social media links and streams and a Google map. Google loves all of these things!

Install (and understand) Google Analytics –
Google Analytics will give you a great understanding of how your website is currently performing. If you understand this data, then adjustments that you need to make to move forward will become apparent.

Don’t forget about readability –
Google likes websites that are easy for visitors to read. Make your content easy to read! Don’t use copy that’s full of technical definitions in long sentences and paragraphs with no sub headings.

getyourwebsitefoundongoogle

Check out my mini guide – How To Optimise Your Website and Get Found on Google.

Search engine optimisation isn’t some kind of mysterious dark art. If you follow good practice, then your website will naturally get found on Google.

My 6 step approach to make sure you get more website traffic breaks down into –

1. An overview of how Google works

2. General website tips (good practice)

3. Keywords – what do you want to be found on?

4. Website structure and landing pages

5. Putting seo into practice

6. Google Analytics and Stats

You can find out how to get more website traffic in my marketing Mini Guide. Click here to download How To Optimise Your Website and Get Found on Google.

Lets get connected! You can find me on Twitter at Perro_Andy. #freemarketingtips

How to do great marketing and win more customers

Download my FREE workbook – How to do great marketing and win more customers.

How to blog smarter and more efficiently and still produce great content

How to blog smarter and more efficiently and still produce great content

Creating content for your blog and digital marketing strategy can be a time consuming task. Most small businesses that I work with want to learn how to blog smarter and more efficiently.

Content is the heart and soul of any blog. Most bloggers spend hours or days trying to create great content that their audience will relate to and therefore want to engage with.

Your content has a shelf life! If you frequently create and share new content, then older content very quickly starts to fade into the background.

Repurposing allows you to adapt and develop older content to be used again, only in a different format.

Your old content could be repurposed into free downloads, infographics, courses, video or social media posts.

Here’s how to blog smarter and more efficiently! The best tips to repurpose content –

Repurpose text into audio, video or an infographic –
It’s good to experiment with different types of media. Your audience might respond better and therefore engage more with a certain type of media. It’s a good idea to do this to your older most popular blog posts.

Update your older posts –
Things naturally change and evolve over time. If some of your older popular blog posts are a little out of date, then it’s a good idea to update and reuse them.

blogginghowtoblog

Discover how to blog like an expert. Check out these other blog posts.

Combine older posts to create new longer posts –
Several shorter older blog posts can be combined to create one newer longer post. This will support your SEO strategy as Google prefers longer content.

Share all of your blog posts on social media –
As soon as you publish a new post, share the link across all of social media networks.

Turn old blog posts into social media posts –
Blog posts that contain a list of items or tips are ideal to turn into a series of social media posts.

Turn presentations into blog posts –
If you’re used to giving presentations in PowerPoint or Key Note, then check through some of your older slides and presentations. You’ll probably find content that you can adapt and use in your blog.

Repurpose a series of blog posts into an ebook –
If your blog posts fall into specific categories, then it might be a good idea to take a series of posts and turn them into a downloadable PDF or ebook.

Publish your very best content on platforms such as Medium –
Creating content for platforms like Medium doesn’t have to be a standalone activity and therefore require more time and effort. Your very best content can be adapted for different publishing platforms.

The main benefit of repurposing content is saving time. Instead of starting from scratch every time you need to create content, when you repurpose content a lot of the hard work has already been done.

Other benefits of repurposing content include –

Your messages will be communicated coherently and consistently.

You’ll find new methods to communicate your messages.

Your audience might respond and engage more effectively to different types of media.

Creating more content will support your search engine optimisation strategy.

howtoblog blogging

Discover how to blog. Check out my mini guide – Who else wants to blog like an expert?

Everyone should create great content and learn how to blog!

To find out more check out my Mini Guide – Who Else Wants To Blog Like An Expert.

You can find me on Twitter at Perro_Andy. #freemarketingtips

How to do great marketing and win more customers

Download my FREE workbook – How to do great marketing and win more customers.

Are you using social media metrics to accelerate your social media marketing strategy?

Are you using social media metrics to accelerate your social media marketing strategy?

As part of your social media marketing strategy you need to be monitoring and measuring the results of your activity.

To make informed decisions and to plan for future social media marketing activity, you need to know what is working and possibly more importantly what is not working.

There are third party software, apps and management tools that provide you with social media analytics and reporting, but most of the main channels also provide excellent data.

The amount of data that is provided can be over whelming. It’s important to focus on the key metrics. These are the elements that will help to shape and improve your social media marketing strategy in the future.

To help improve your social media marketing strategy, here’s how the key metrics work on the main social media channels –

Facebook

Facebook calls metrics ‘Insights’. ‘Insights’ on Facebook are very comprehensive.

The main area of focus should be on the ‘Page Summary’. ‘Page Summary’ includes metrics on –

Actions on a Page
Page Views
Page Previews
Page Likes
Reach
Post Engagements
Videos
Page Followers

These are key metrics for most businesses. I recommend focusing on ‘Reach’. ‘Reach’ is the total number of users who’ve viewed a post.

On Facebook you can also quickly access comprehensive ‘Insights’ for your last 5 posts.

Social Media Strategy Blog Posts

Help with marketing – Blog Posts to help with social media marketing strategy

Twitter

Metics on Twitter are known as ‘Analytics’.

The ‘Analytics’ break down into these sections –

Tweets
Top Tweets
Tweets and replies
Promoted

For each section, metrics are provided for –

Impressions
Engagements
Engagement Rate

Engagement rate is the total number of Engagements / the total number of Impressions

Engagements then breaks down into –

Link Clicks
Retweets
Likes
Replies

I recommend focussing on ‘Impressions’. ‘Impressions’ are the total number of people who’ve viewed a tweet.

Instagram

Instagram provides basic data for every one of your posts. There are lots of third party options that provide more detailed Instagram metrics.

On Instagram I recommend focusing on a selection of the following key metrics –

New Followers
Likes
Comments Received
Most Engaged Hashtags
Engagements per Follower
Click throughs – to your website or blog.

‘Engagements per Follower’ is a key metric that I recommend focussing on. This metric will give you an idea on how engaged and therefore how relevant your audience are.

Pinterest

Pinterest Analytics are broken down into 4 areas –

Site Metrics
Most Recent
Most Repinned
Most Clicked

I recommend focusing on these key Pinterest metrics –

Most Popular Pins
Pins and Repins From Your Website
Overall Reach
Click throughs – to your website or blog.

Pinterest is a great platform for driving website traffic that converts. On Pinterest I recommend focussing on the number of click throughs to your website or blog.

The Secrets of Social Media Marketing Strategy

Help with marketing – The Secrets of Social Media Marketing Strategy. Click here to find out more.

I recommend recording and analysing the data in a simple spreadsheet –

The top rows should include the social media channels that you’re active on along with the key metrics for each channel.

The first column should include aims, objectives or targets. As part of your social media marketing strategy it’s important to set relevant goals. These goals will help you to benchmark your achievements.

Data should then be added to the spreadsheet on a regular basis. Depending on your strategy, this could be weekly, monthly or quarterly.

Analysing this data will quickly enable you to see what is working well and also what is working not so well. This knowledge will enable you to adapt and improve your social media marketing strategy in the future.

How to do great marketing and win more customers

Download my FREE workbook – How to do great marketing and win more customers.

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