5 Quick Steps to Social Media Marketing

Transcription

1 5 Quick Steps to Social Media Marketig Here's a simple guide to creatig goals, choosig what to post, ad trackig progress with cofidece. May of us dive ito social media marketig with high hopes to watch our busiess grow. We post pictures. We write updates. We lik to our articles. But Oly 43% of busiesses usig social media ca see the impact!* Whe you search for help, the web turs up too much iformatio! This guide is differet because it's desiged to: Give you simple, stad-aloe guidace: You do't have to read other articles to work with these ideas. Eable a easy start: The amout of work fits what a sigle perso ca do. Help you write dow a solid strategy: Use a oe-page cheat sheet. Guide you i trackig your results: You ca keep o improvig. The Steps 1) Set good goals 2) Iject value 3) Keep it positive! 4) Use calls-to-actio 5) Check your data Let's begi! A Attetio Machies marketig guide for etrepreeurs with heart. 2017

2 1) Set good goals Start with a goal. Kow what success looks like to you. This is ot a baby step. A study comparig the impact of writte ad uwritte goals foud that people with writte goals achieved 50% more of what they wated to accomplish. Writig dow your marketig pla is do-able! Documet ad share your goals. Use the cheat sheet at the ed for a quick start. What goals should you start with? Here are 6 appropriate social media goals to choose from. (Quick tip: The example goals below are good because they're measurable!) Good Goal Examples: Lear more about your target audiece - See what helps them, what matters, what leaves them cold; check egagemet. Spread your message - See what posts get more shares ad how may you reach. This is part of brad awareess. Drive more traffic to your website - Share liks to your ow best cotet. Check clicks. (This is called cotet distributio.) Grow your mailig list - Promote your free piece of helpful cotet that people get for sigig up. Note your subscriber cout. Build a audiece to serve ad ivite - to your evets ad updates. That meas grow your followig. Foster commuity - by sharig empathy for curret evets -- the happy (First day of Summer!) the sad (a loss) the devastatig (a disaster). Measure by checkig for reactios. A Attetio Machies marketig guide for etrepreeurs with heart. 2017

3 Iappropriate Goals (do't do these!) 1) Pitch your products ad services -- Do't post just to sell. People do ot like beig sold to durig their social time. It's a real turoff. 2) Hijack emotios aroud curret evets to draw attetio to your brad. Usig other people's pai to promote your busiess is ot good for your busiess. This is a classic mistake, ad it backfires. 3) Self-promote ofte. It's temptig to thik simply postig your latest articles ad offers will get you the attetio you wat. This approach is called "spray ad pray." Some self-promotio may be okay at first if you're just learig. But if your audiece sees you're ot tued ito their iterests, they soo tue out. 2) Iject value. Not every post has to be your origial idea! Share useful ideas you fid, ad metio the source. What do YOU thik is helpful i your lie of work? Sharig great, helpful ideas is a great startig poit to buildig a audiece that cares. Say you wat to ispire people who are strugglig to get started with social media. Search "How to get started with social media marketig." Fid great posts you thik your people would like. Give credit where credit is due. A "metio" o social media is a great way to give credit. It's a format for typig i someoe's ame to otify ad credit the source of your post automatically. Type the "@" symbol, the the ame of a perso or orgaizatio you wat to metio i your update. A Attetio Machies marketig guide for etrepreeurs with heart. 2017

4 You ca do this i a origial post or a commet o aother post. For example: 92% of top-performig marketers have this goal: build audieces. [Not sell stuff!] This post metios a Twitter user It's a great idea to share ideas from articles ad metio the author! It builds good will. Just as importat, it helps coect you with other ifluetial people. Metios make you more visible o social media. Social systems track metios, ad automatically otify the perso metioed whe someoe has shared the work they do by ame. Metios get the author's attetio! That's how they help you grow your reach ad followig. Ad it ecourages people you metio to do the same for you. (The lik, opes to the source page. The origial lik was so log! Bitly.com is a free lik shorteer you ca use to make social sharig easier!) 3) Keep it positive! People share what makes them feel good. Ispire awe. Uplift! Have fu. Say thaks. Post ispirig stories. Share etertaiig cotet that fits your busiess image. Studies show that posts with positive setimets get more shares tha egative oes. A momet of laughter has value. So does a timeless, ispirig idea. After aalyzig 100 millio articles, here are the most-shared emotios, say Buzzsumo ad OKDork A Attetio Machies marketig guide for etrepreeurs with heart. 2017

5 Awe (25% of the most shared articles ispired awe) Laughter (17% of the most popular articles evoked laughter) Amusemet (15% of the most shared articles amused people) If your posts ca trigger these emotioal resposes, you'll raise your odds of gettig shared. 4) Use calls-to-actio to achieve your busiess goals. What goals did you write dow i Step 1? Make some of your social media posts a clear request based o your goals. For example: Goal: Wide your reach. Actio: Post a tip, edig with this call to actio: "Share this - - every little click helps!" Goal: Icrease egagemet. Actio: Share a ispirig quote, edig with: "Do ispirig quotes help you? Please like or commet -- we are watchig to see what matters to you!" Goal: Get more sigups: Actio: Say why your reader should sig up: "Create a solid social media strategy i 5 miutes: free guide [click lik here]" Goal: Alert your audiece to a evet they might like. Actio: "Get our most popular e-class o sale this week -- half price [lik]" To tell the differece betwee helpig ad sellig, check the aswer to this questio: Where is the value goig? Are you askig for value, or are you offerig value? If the post offers value to the reader, it's more likely to come across as helpful tha a sales pitch. A Attetio Machies marketig guide for etrepreeurs with heart. 2017

6 How much self-promotio is good? A rule of thumb is to use a ratio of 1 to 5. That meas, make oe i five posts serve a goal. Use the other four to offer value without askig aythig i retur. 5) Check your data regularly to see what you ca lear. Look at feedback from your social media activity. The umbers ca tell you where you are havig the most impact. Thik of your work as a dialog, ot a presetatio. It's twoway. Checkig regularly meas puttig it o your caledar, oce a week or oce a moth, to look at your statistics. Each social media tool offers isights, or aalytics. For example, your orgaizatio's Facebook page (ot your persoal page) has a "Isights" lik. Here's what to measure for a goal of "reach more people:" Page Likes - cout of people who like your page - they ca see your updates Post reach - which posts reach more people The umber of posts you published For example, o a page with a tiy followig of oly 50 people, this questio reached 80 people: What is the best title amog these 3? Facebook users also preferred posts that ivited them to lear: See 5 free olie busiess tools... (36 reached) Why readig ease egages more readers reached) A Attetio Machies marketig guide for etrepreeurs with heart. 2017

7 Okay, you wat to reach more tha 80 people! But whe you're just startig out, 80 people could be more tha your total umber of fas! That helps put the umbers i perspective. From these data, we ca see if more ivitatio-style posts cotiue to egage people, or have other positive results. Here's where to check your data (put your busiess page ame where idicated) Facebook: Twitter: LikedI: Pull dow the "me" lik ad look for Compay Page A Attetio Machies marketig guide for etrepreeurs with heart. 2017

8 Coclusio: Gettig orgaized about your social media activity is the key to seeig which actios matter most. That's why havig clear, fittig goals i mid is a importat first step. We lear by doig ad watchig. So that is what lookig at data is all about. Lookig at data ca take some gettig used to. You will develop a feel for it as you go. It's importat; the reaso is that feedback helps you see what's workig. These steps are ideally a cycle. Oce you lear from your audiece, the you ca revisit your goals. You may fid, for example, that certai types of cotet are better for spreadig your message to reach more people. Check your umbers: reach, follower cout, umber of posts. The circle back, ad craft your ext batch of posts so you get the best results for your orgaizatio. *Source: CMO Survey 2017: A Attetio Machies marketig guide for etrepreeurs with heart. 2017

9 Social Media Plaig Cheat Sheet Social tool (which platform): Goals (i order of priority): Lear what egages our audiece Drive more visits to the website Grow our mailig list Spread our message (wide reach) Icrease our umber of followers Types of cotet we will post: Photos Text ad liks Origial cotet Curated cotet (by other people) Other (videos, evets) Brig value ad support to these topics/issues/people: We will post regularly (pick 1): o Oce daily o Busiess days oly o Weekly o Other o Posts to be pre-approved by (this perso): o Techical issues hadled by (this perso): o Customer/audiece feedback hadled by (this perso): o Feedback/data review report by (this perso to this perso): to Adapted by Attetio Machies from the Cotet Marketig Survival Guide by the Cotet Marketig Istitute. Guide_ pdf