4 Simple Social Media Growth Strategies
4 Simple Social Media Growth Strategies
- Managing the balance between selling and educating
- Identifying how important posting frequency and valuable content really is
- Your overall social media strategy (as opposed to tactics)
- The quality of followers you’re attracting
Like this episode? Let’s share the love!
Today I want to cover why you’re not getting the results you hope for in your online marketing.
The reason I want to talk about this is because I see a lot of my clients not using social media to its full advantage. The reason I think that’s happening is because there’s a perception that you can post once and everyone is going to see it.
But if we look back a little, when you said to Facebook “I’m a business or I have followers” what they said was “You need the fan page or you need a business page.” So then they made us go and get a page. We went out and got a page and we started to grow our followers and add content to our pages and then, of course, Facebook said “Hey guess what? We’re going put an algorithm in place and we’re going to change it so that if your page doesn’t get much engagement or if you’re not posting regularly, we’re going to show less of your stuff and we’re going to show Jo Blogs instead. We’re going to show more of Jo Blogs’ Nana’s cat” Because his Nana’s cat is more important to them than you and your business.
The reality is that Facebook had made a pretty big mistake when doing that because not everyone wants to see Jo Blogs’ Nana’s cat all day. They’ve liked your page for a reason. But also the reality of that is that as a business owner you’re not going to be seen by as many people as you used to be seen by because of the algorithm.
So how do we get around this?
The first thing I want to talk about is this concept of selling versus educating. I know I say this a lot. I’ve been on this train for a little while now about making sure you’re not turning up in your market places asking for something all the time.
On Facebook, on social media right now, we see a lot of people asking for people to opt in; we see a lot of people asking people to join something. Join a group, buy something, join a webinar, whatever it might be. That is good in the sense that if you had ten clients on Facebook or ten potential clients on Facebook. One or two may take you up on that. One or two may opt in. One or two may look at the information you provided and give you something for it. The truth is, eight out of ten are still left there not doing anything with you and need to be educated still. They not ready to bite yet.
I think you need to look at your strategy on social media, and ask; “What are my client’s needs?” or “What can I educate my market on?”
As an example, the fact that I talk about topics in my business is to help you as business owners. I know that there are people out there who are starting businesses who don’t have a clue where they’re going. They’re at that point of: “Where do we start?” “There’s so much information out there.” It becomes overwhelming. My aim is to break this down for you so that you can understand it in a more succinct manner.
So have a look at your content strategy; What have you got lined up that is educational and where does the sale come in? There always has to be a time where we ask, of course there does. But what I would say is that you have to educate first and then earn the right to ask or have them ask you rather than you having to ask them. I think that’s a way more powerful method of communicating with your audience and getting a result from your audience as well.
Talking about the algorithm and the fact that you’re not going to be seen as much as you used to be seen. I know a few of you guys are just staring pages or just staring your businesses up in the last six months or so, your posting frequency needs to be way higher. Way higher.
We’ve been doing a lot of research in the last couple of weeks into our social media website analytics; who’s visiting our site, how long they’re spending on the site. As a result of that, we’re relaunching the website. The content on the page is fifty times better than it was. There’s a blog. A video blog talking about business. All of these videos will go on there. There’s access to e-books, online templates, a ton of information for business owners. We’re really excited to launch it!
Another thing that we’ve learned from the exercise that we’ve looked at is that our posting frequency needs to increase to four times per day on social media. If I look at our insights, and if you haven’t looked at the insights for your page make a note of that. Go into your Facebook page, click on ‘Insights’ and you’ll get information on you audience, the time that they’re looking at your posts, who they are as in age bracket, the male/female ratio, all of that sort of stuff the demographics. Take some time to look at your insights.
We looked at our insights. We see that we get very good engagement on a certain style of post and so we’re going to do more of that. We have schedule of four post per day across all social media. It’s a huge task. It’s a huge task to get ahead of it but if you devote some time to your strategy, not tactics. I’ll talk about that as well. If you spend some time on your strategy and what you want from your strategy and spend the time to plan out, it becomes fairly easy.
On Facebook you can schedule everything for six months in advance, maybe more. There’s no excuse not to have the content ready. It’s just a case of you understanding what your market needs, talking to that, and then scheduling that out in little pockets. Increase your frequency. If you’re not seeing the results you want on your social media, increase your frequency. That’s the best way to see if what you’re doing is working.
So aim to be on social media four times per day. Your posting times will vary wherever you are in the world but for me I think 6am first post. Then 10am, 2pm and 6pm. That’s four posts per day. Remember, not everyone is going to see them. That’s the kicker. Don’t think you’re going to overburden your market. The people who are on your page will see all of it if they’re jumping on and having to look through your page but they’ll take in what they need to. On their news feed, chances are they’re going to see maybe one potentially two posts per day. It means that at least once per day you’re in their face with some information, some education and some inspiration.
I know you’re probably thinking; “Who’s got the time to be on social media that much?!” Don’t stress, there are scheduling tools that you can use. And I recommend that you use them! There’s one called Hoot Suite. There’s one called Meet Edgar. There’s tons of them and there’s lighter.com and there you can put all of your social media into that and just have it sent out as it needs to, to all your social media channels all at once. You don’t have to keep sharing it and liking it and all that sort of stuff. You just put it in one place and it just goes whoosh, out to your market.
Next is the quality of your content. You have to make the content count, so use your own stuff. There’s no value to people in getting second hand information all the time. So if you’re going on Instagram or if you’re going on Facebook and you’re just sharing lots of other content, all you’re doing is driving traffic back to those people. The aim of the game is to drive traffic to you.
Even if you’re going to use someone else’s content, someone else’s quote, re-post some one’s blog, re-post some one’s video- do that but get strategic about it. Instead of just pressing share and leaving it alone, share it with some intention. Be deliberate about your sharing and say, “I saw this on this page” give credit where it’s due. “If you’d like more information like this, come to my page.” There’s nothing wrong with that but I would encourage you to look at, “What does my market need?” and speak to them in your own way. Don’t just re-share everyone else’s. I get that it’s easy but the easy path never gave you the best fruit, right? So you need to make sure that whatever you’re doing is reflective of you and your brand. Don’t just re-share everyone else’s stuff. Work on your own content first. It’s not hard.
With your content creation, you’ve got to start planning for it. What I recommend you do, and I’m happy to send you guys the template if you want it just flick me a message. You want to start planning out your content in blocks. Don’t take the kind of scattered approach of a bit of this and a bit of that. Make it relative to where the audience is at.
Right now, if I talk business and I talk about how to double your sales, to most of you, that’s not relevant. I know that most of my audience is in the early startup phase or within the first two years of business. There’s still a lot of system processes, planning, goal setting, recruitment, there’s all that stuff going on. Scaling up the team, that’s all happening. The sales side of things happens when we look after everything else. I need to make sure that my content reflects that.
My content strategy starts with: where are you now? And then it goes to: where do you want to be? And then it goes through each step: getting your product, getting your audience, step by step by step by step. That’s the journey that you’ve got to take your audience on and you will see that journey with my posting. It’s going to be really strategic and really specific to the audience so that you guys can follow the journey from start to finish. Wherever you are on your journey or you can join the process wherever you need to. So think about your content like that.
Make sure that there is intention for your audience and that you’re educating your audience. More importantly, getting them to your website.
Mix it up a bit. For me, it’s a mixed bag of content. I’m going to have the podcast, I’m going to have some free give away stuff, and I’m going to have a lot of quotes taken out of the podcast, some transcriptions that you can read. I’ll load the videos up. So for example, this video that you’re watching right now will be transcribed and will be available as a free e-book chapter. Just like lessons learned book that I send out to some of you guys. All of these videos are going to get given away. It’ll just be a PDF that you can read through. It’ll have a notes section so you can highlight something that you found relative or relevant. Then, you can make some notes about what you’re going to do in your business. You see what I’m doing here, guys? I’m starting with one topic. I’m drilling down into it seventeen different ways to deliver it to the market place in a way that resonates with different individuals and keeps my frequency up without having to come up with lots of new content. That’s the strategy, guys. That’s the way to do it; you don’t have to reinvent everything every four minutes. You don’t have to go and come up with five thousand different topics, you don’t just stick to one medium and remember that all of this content that I’m offering points you back to my website.
Facebook’s fantastic and likelihood is it’s not going anywhere. But let’s just say it did. Right now, today, I’ve got 815 followers on my page. If I had 815 followers disappear tomorrow, who would hear my message? The answer is no one. However, if I can get them back to website and give them more free content we can get them on to our marketing data base then we can market to them in different methods. If they don’t necessarily see their Facebook feed and see my four posts per day, they might see my email and they might take the time to read it when they’re traveling.
If Facebook disappears I’ve got a list that I can still market to so my business doesn’t disappear. I think we have to be really careful that we don’t just put all our eggs in one basket. Think about your online strategy the same way. You can’t all be on Facebook. You’ve got to be a little bit on Instagram, a little bit on LinkedIn, or wherever your audience plays. More importantly, you’ve got to find a way to leverage out of this platform and into your platform so you can take some ownership of the lead.
Some with network marketing. If you’re in network marketing, be very careful that you are not aligning yourself too closely with the product that you can’t escape the product if the product goes bad. You need to align yourself as a professional network marketer so that you can take your audience with you and they can build their journey with you.
This next one is a biggie. It’s a bit of a problem on my page at the moment. I’ve got too many people on my page who aren’t people who would buy from me. I think there’s this ego part of us that kicks in across social media where we say, “Look how many people I’ve got.” The reality is, I would rather have a hundred people on my page who are engaged in my content, interacting with me, listening to the podcast, watching the Saturday morning streams, downloading the stuff that I’m giving away for free. Then when I ask for something, if I ask them to come to an event or a webinar or conference that they go, “Yeah we’re there because we get you. We get your content.” I would rather have a hundred people and have fifty percent of them who want to purchase something in the next twelve months than have a thousand people where only one or two are actually interested but the rest of them are your friends and family and acquaintances and people who don’t really give a shit about what you’re doing. They want to be nice to you and say, “Awww that’s lovely. Lovely page, I love it. I like your photos every now and again.” It’s pointless. You’re not going to grow your business with that attitude.
You want to get the right people on your page. You want to get people on your page who are in your market. You want to get people on your page who reflect what you do. Right now if I look at the majority of you listening, I’m working with most of you and, for those of you that I’m not working with, I know that you’re in my market because you’re getting the information that you need from me. I know that I’m on the right path.
I would ask you to go and look at your market and see if you’re on the right path. Are you collecting followers for the sake of ego? Or are you collecting followers for the sake of growing a business? I get that that’s a pretty direct way of saying it but let’s do this for the right reasons. If we’re going turn up every day on social media, do it for the right reasons. Be deliberate.
If you’re liking this, by the way, let me know. Share it out to your network. Just press the little share button. Share it out, tell people about it. I’d love to share this with more people!
The next step: Language. Make sure you’re speaking the language, the lingo of your audience to show that you understand their needs. And ask them what it is they need from you. I’ve done this over and over with my audience, I’ve asked them on emails and I’ve asked clients on coaching calls and I’ve asked people in person and I’ve spoken to people on airplanes and I’ve done all of that.
Let me give you an example: if I started talking about Facebook pixels and Google analytics and plug-ins and tracking all that stuff, that would be too advanced for a lot of the people that are just starting the journey in business. If you’re just starting a page and just trying to increase your social media reach and if you are looking to engage more people in audience and looking to get your message out to the world, you need to know that stuff. The Facebook pixels and all that stuff, you need to know that but if I had gone and just smashed you with it right now without giving you any background or any way to thing about the whole thing it’s going to be too much and you’re not going to do anything.
Look at your messaging to your audience and ask if it’s what they need to hear? As in, if someone’s got a problem with social media- like this live stream- I think the title of this is “Why You’re not getting the Result in Your Online Marketing” so it speaks to my audience. If I had just went on there and said: “Social Media Management”. Not very exciting. Not very beneficial to anyone. Whereas, if you want to fix your online marketing, this is a good place to start. It’s a basic, fundamental covering so you can move forward in your business and do better on social media. So language: make sure it’s specific to your audience. What words would they use?
Let me give you a couple more examples. If you want to speak to someone about nutrition, you’re not going to say, “Come and learn about macros”. “Come and learn about ketosis.”
You’re going to want to say, “How to Get your Kids to Eat Vegetables”. That’s what your audience needs. They don’t need to hear this high level … even though you know the high level stuff, you got to meet your client where they are and then bring them on the journey to where you are. That’s super important. When your strategizing, again, make sure that when you’re putting this whole plan together that you move through that and say, “Where are they going to be at?” and meet them where they’re at and bring them on the journey with you. It’s all a journey for your client. Then they’ll buy because you’re educating them.
The final thing is how you schedule and how you come up with your content: get out there and ask your market what their problems are. Understand the content that you need to provide. Don’t just think you know it. Don’t just think, “What do my clients need to know? I think they might need to know about this and this and this.” You need to go to your market and say, “I hear you. I see you. I understand you. This is what I’m going to deliver for you.” As an example, just this past week I spent a lot of time doing podcasts. I’ve had a ton of podcasts recorded. On every episode when I start, I always ask the guest, “What do you need to get out of this podcast? What do you want for your audience?” I know then that I can guide the conversation in a way that’s going to add value to my audience, you guys, and their audience. Their guys then say, “Anthony Kirby. Who’s he?” Then they come and look at me.
Everything has to have a bit of a strategy behind it. You need to make sure that you are very deliberate in your actions online with your social media. Like I say, don’t just do it for the sake of doing it.
That’s all for today, I hope that some of this has given you some direction in maximising your online marketing. Until next time, and remember that all of the joy in your life lies in the lessons that you learn along the way.