Joanne Dolezal

To Pay or Not to Pay… for Facebook Ads

by Joanne Dolezal on 3rd May 2019

It is so easy to start advertising on Facebook but how can you apply it to your business marketing and avoid the pitfalls?

 Facebook is pretty much unavoidable! Over two billion people around the world now have a Facebook personal profile, which is more than a quarter of the planet.

One factor in its global success has to be the mobile app. Let’s face it, it works beautifully, so you can snap, record and post directly from your smartphone.

Another factor is that it’s more democratic than some forms of online media, because you don’t need to have a lot of hardware or a fixed internet connection to access it.

With over 2 billion smartphones now in use around the world, even those in the developing world can join the Facebook community.

Facebook has also been shopping: Messenger, What’s App, Instagram, Pinterest et al have dramatically increased Facebook’s user base. Facebook now has a staggering 2.07 billion active users. Whenever a user interacts with any post, ad, status update, check-in, voucher, etc, Facebook gathers the data and stores it away for future use.

This article is not intended as a ‘how-to’ guide, more as a ‘why to’. Along the way, we’ll look at some of the Pros and Cons.

Advertising Features

You can run a variety of promotions and advertisements from your Facebook Page, but must be a ‘Page Admin’ and have added a payment card to your account details).

You can Boost posts, run a variety of Adverts designed to work at different stages of the Buyer Journey, Split Test a variety of message and design combinations, create Custom Audiences and set up Remarketing campaigns (with the handy pixel generator).

To Boost, or Not to Boost…

You can start advertising on your own Page. When you post an update, publish a note (blog), create an event or upload an image or video. There are various functions available: ‘schedule’, ‘back-date’, ‘save as a draft’ or ‘publish’. Once it’s published, you have the option to ‘Boost’ it, to ‘people who like your page’, ‘people who like your page and their friends’ or a Target Audience.

 

Pros It’s deceptively easy to start by boosting posts (from as little as £1 per day) but it’s better to promote them through the Ads Manager.

In the Ads Manager you’ll find better targeting tools and you’ll have more control over how your budget is allocated over the time you stipulated.

Cons It’s deceptively easy to start by boosting posts….

Even if you’ve set your daily budget and campaign duration, Facebook may not spread it as thinly as you would like.  Leave it up to Facebook and they may ‘dump’ all your ad budget on the first day.

Target Audiences

A ‘Target Audience’ is a group of people you want to target with a set of shared attributes or characteristics. They could be similar to your existing Page Likes, or they could be a completely new type of audience. This means you can reach people beyond your Page Likes.

You will probably have slightly different messages for each of these target audiences. They could refer to specific location, time, topic, offer, whatever you decide.

It’s easy to boost posts and you can do it directly on your Page. It costs as little as £1 per day and you set the duration of your campaign. Just calculate how much money you want to spend and adjust the budget accordingly.

Based on your selection of target audience, daily budget and duration of campaign Facebook will give you an estimate of the number of people you may reach.

You may want to experiment with the Boost function for a while.  To avoid having a Page full of similar posts, use your drop-down toggle to hide posts (once they’re published and boosted).

I’ve run whole campaigns for clients just on this type of advertising, and it works well but in my experience, it works best if you have:

  • a good story
  • great photography
  • something that’s really appealing
  • something time-limited
  • and something that fits in with the way people use Facebook.

Facebook ads can be a good way to test ideas and concepts, including designs, get people to engage and promote in a cost-effective way.

Pros Great targeting, well beyond the information people share in their profiles about themselves, capturing data about all the interactions they have on Facebook.

It’s great for location, demographics, age and gender. interests.

Behaviour and interest targeting on Facebook is superb, and it’s an excellent way to help you get more focused and tighten your targeting.

If you get the right group of people, the conversion rate will be far greater.

 Cons You need to flex the numbers (adjusting who you are targeting) to make sure your ads will reach enough people to deliver the number of results you need.

Facebook Ads Manager

 When it comes to advertising, Facebook offers you various options.

When you go into Facebook’s advertising tools (Ads Manager), you need to ‘start with the end in mind’.

First, you’ll be asked to state your objective. This could be raising awareness of your business, products or services. You may choose consideration – getting people to take you seriously or visit your website. Alternatively, you be looking for a lead from them, either a phone number or an email address.

 

Are you hoping that social media can help you convert the person who’s interested in you, by increasing conversions on your website or by redeeming an offer?

Facebook offers you a menu to choose from: what you want people to do, which clarifies your objective. This is similar across all the platforms, so understanding the basics here will help you use other platforms too.

Pros There’s a reach of 2+ billion and it integrates well with other apps and media.

Facebook wants you to spend all your time on their platform.  This is why it works well on mobile devices, laptops and also with things such as Facebook Live. Many people also use it to log into other tools and applications they use.

 Cons The click-through rate (CTR) is as low as 0.01% – 0.04% (DigitalMarketingInstitute.com).  This is less than you’d expect for PPC (pay-per-click) or display ads via the Google AdWords or Google Display Network.

This could be because people don’t go onto Facebook to interact with adverts, or there’s just so much content on there that your ads get swamped.

What Pros and Cons have you found when you’ve advertised on Facebook? Please share your experience in the comments section below.

In the next blog we’ll look at more Facebook ad tools: Custom Audiences, Split Testing and Remarketing.

If you like video, check out our recording of this fascinating topic and learn from these amazing thoughtleaders.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

Don’t leave without grabbing your free eBook.

 

Photo by Will Francis on Unsplash

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Joanne DolezalTo Pay or Not to Pay… for Facebook Ads

Should You Ever Pay for Social Media Advertising?

by Joanne Dolezal on 19th October 2018

Many of you have been using social media for a number of years and can’t believe how much things have changed in that time, but should you now be paying for social media advertising too?

When the main social media platforms were launched, they were free to use.  Over time, as Facebook, Twitter, LinkedIn, Instagram and Pinterest have grown their user base, they have introduced paid tools to increase ‘reach’ but also ‘revenue’.

In this series, we’re going to look at the pros and cons of paying to reach more people on the platforms we regularly use to share content, attract website visitors and raise our brand awareness.

There was an assumption that social media would allow us to connect with our customers free of charge, create profiles and build a following. When Facebook went public (i.e. floated their shares on the stock exchange), they had to start making money from advertising revenue. Almost immediately, business page reach went down.

The other social platforms followed suit, which is to be expected.

There is a clear trade-off: we get to access our customers, communicate with them and let them talk to each other. In order to reach people we don’t already know, though, we have to pay.

They gather the consumer data we share with them to build a picture of who we are as individuals. They know what we’re interested in, which is based on everything we do and every interaction we have. Selling access to this data is how they make money.

In this series, we’ll be looking at the pros and cons of social media advertising on some of the most popular platforms, what sort of costs are involved and the potential benefits.

First, you have to decide what your goals in using Social Media are

Some of the goals that a business or organisation will have for using social media are marketing goals:

  • raising awareness of your brand and products
  • engaging with people and building on their awareness
  • encouraging them to be willing to share contact data or details with you
  • using their contact data in lead generation to convert them to purchase.

Predominantly, your goals will include lead generation, generating enquiries, finding people who are interested in working with you and getting that sale – either as a one-off or repeatedly.

Other goals could included: customer service, enquiry handling, complaint handling, recruitment, public relations, etc.

 Before you start using social media advertising, there are a few things to have ready and wise steps to follow.

Step 1 – The Target

Every time you go into the advertising tools on your social media platforms, you need to consider your advertising goals and who makes up your target audience. This is the first question they will ask you as their templates and tools serve different goals, i.e. the Call to Action button will say something different. Yes, it is often as basic as that.

The question you need to ask yourself is, do you want people like the customers you already have, because that already works for you?

Or do you want to reach out to a new type of customer? You can define the categories or characteristics using the knowledge you have about the people you want to target.

 Step 2 – The Message

It may take some time to work on the ad creative – the graphic design, photography, ad copy and tone of voice – the language you use. This includes the ad copy (the words) and the call to action, and these can often be ‘the make or break’ of an advert.

Step 3 – The Design

You may use a self-service tool such as Canva or Pic Monkey, or you may be working with your graphic designer or agency. The ad creative (photography, graphics, animation) was always vital for advertising, and continues to be so now. This is where time and budget needs to be focused.

Step 4 – The Positioning

Selecting ad placement is about where your ads will be seen. Will they be on the main feed or in an advert sidebar? Are they on both the desktop and mobile version, or just one? Depending on what you want to achieve, there may not be much difference between them. However, if you feel that your customer makes decisions about you ‘on the go’, consider a mobile-only campaign.

Step 5 – The Budget

Deciding on your budget and scheduling is also important. You may run this ad as a one-off, or you may do it regularly. Either way, start small and build. Monitoring is really important, but one of the good things about social media advertising compared to traditional ad campaigns is that you can stop, pause and modify your ads at any point.

The key question is always what the Cost of Acquisition is (the average of how many people you reach, how many convert (respond) divided by the total cost). If it is more than you can afford to spend on each new contact (who may not be ready to buy from you just yet), then focus on other tactics to increase your reach on social media.

Step 6 – The Impact

The great thing about all these platforms is that they have fantastic FREE analytics, so you can dive in in real time and see how your campaigns are doing.

Your customers are almost certainly on social media. Most people are on something, even if they’re just on Pinterest for their hobbies or they WhatsApp with the ‘rellies’ – without realising they are social media platforms.

As with any of your activities on social media, though, are you confident that your customers expect to see you there and are they happy to hear from you on that platform? Is there a conversation you can add to or enhance in some way?

Are there places where your customers wouldn’t expect to see you? You don’t want to be the gatecrasher.

The same approach applies to your ads as it does to your posts and general social media activity – if customers would be happy to see you there anyway, they’ll be open to seeing your ads too.

You can now advertise on almost all of the social media platforms. With some of the newer platforms, they haven’t opened the whole advertising suite fully to everyone. For example Snapchat who launched the first tier of social advertising tools, but you had to use one of their affiliate marketing providers to access these tools.

Now for the fun bit

You now need to decide which platform is best for you and what type of social media advertising (or paid promotion) to create. Over the series, we’ll focus on Facebook, LinkedIn, Twitter and YouTube, because they are the platforms where you’re already most active, no doubt, and they are a good place to start.

In our next blog, we look at the ‘pros and cons’ of Facebook advertising.

If you like video, check out our recording of this fascinating topic and learn from these amazing thoughtleaders.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

Don’t leave without grabbing your free eBook.

 

Photo by Neonbrand on Unsplash

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Joanne DolezalShould You Ever Pay for Social Media Advertising?

Mobile First and Live Streaming Video Help You Succeed in Social Media

by Joanne Dolezal on 12th October 2018

The rise and rise of the smartphone and ‘mobile first’ strategies has meant that your customers expect to find you on their mobile phone. Sure, they’ll use a desktop or laptop sometimes, but they are just as likely to research, select and buy ‘on the move’ (on their mobile devlce).  The functionality on a smartphone, coupled with 4G broadband has enabled us to watch films, catch up on our favourite TV shows, follow vloggers and learn from ‘how to’ videos. The jump to live streaming video, where your audience can become part of the show, via comments or questions, is truly amazing.

Live Streaming Video

The world wide web has spawned dozens of social media platforms. We’ve gone from long, text-heavy social media to short and sweet posts, with photos and video.

Clients regularly ask me about the latest platforms and features. As you will no doubt know, video is increasingly popular, but in the last two years, live video streaming has becoming more accessible. Live Hangouts on Air (now YouTube Live), Facebook Live and Periscope are popular tools, and allow you to have guest contributors. Unlike GoToWebinar and Zoom, (as well as the many webinar tools) they are also FREE, so if you want to give them a go, there’s no big upfront investment required.

They’re also useful because you can usually access a recording of the discussion later on, although it’s not always easy to extract it for use elsewhere. Once you do, though, you have a recording that you can share again and again or repurpose for other platforms.

You do need to have a moderator, or co-host, as trolls can pop in and be really unpleasant on some platforms. If you are hosting alone, you will find it really distracting.

Top Tip: vary your media to appeal to different ‘learning’ styles. Not everyone’s a reader / listener / viewer

 

Mobile First = Right Time and Place

Your customer is increasingly mobile… and so are you. This means that your content can be accessed and consumed literally any time, anywhere.

You no longer have any control over the device your customers and audience use, so adopt a mobile first approach.  Your website, blog, social media and email need to look good on mobile. Full stop.

Google now penalises you if your website is not mobile friendly by not presenting you in mobile search results. But mobile friendly is more than just templates, images and fonts. It’s also the chance to create content in real time, on the go, capturing the moment.

Guess what… all the social media platforms have a bias towards ‘live’ social media activity versus scheduled.  So, make sure you have the apps for your social media accounts on your phone and get posting.

The Right Place

Success will depend on picking the right social media platform to connect you with your target customers.

I recommend picking just one, then adding more once you’re comfortable with each one and you know why you’re using it.

The most important thing, beyond finding your customers on social media, is making sure you show up only where (and when) you are welcome. Otherwise, expect to be ignored.

Top Tip: research and test to find the social media platform where customers are most happy to hear from you. Otherwise, you may just become ‘background noise’.

The Right Time

Scheduling your content requires a bit of advance planning, but it’s a more efficient way of working and allows you to create better content and posts.  Remember mobile first – if it works and looks right on mobile, it’ll work anywhere.

When you invest time in thinking and planning, you create something meaningful and of better quality. Quality trumps quantity every day of the week.

Repetition of messages, links to content (content seeding) and sharable content will help you reach your customer at the right time in their customer journey.

  Top Tip: ‘mobile first’ and mobile friendly – brief copy, clear images and subtitles for silent ‘viewers’.

The Right Message

Make sure you’re really making an effort to post content that’s interesting to your target customer, rather than just updates about your brand, products and services.

Have you developed your buyer personas yet? It will help you focus on them.

It’s fine to have a mixture of content formats and topics. It’s also fine to have some messages that are about you, your brand and products, but always flip it on its head: what’s in it for your readers?

Can you turn it into a benefit in some way?

Top Tip: your customer is at the epicentre of their own universe.

Remember, it’s all about them

Build It, or Buy It

There’s probably no point in buying followers, because they won’t convert to customers. It’s better to attract followers gradually, based on genuine affinity, as they may well want to become your customers one day. Using a scheduling tool can save you time and send out content on your behalf to keep engaging with these people.

Top Tip: bought contact data & social media followers are the hardest to convert.

Are your Goals for Social Media ‘SMART’ Enough?

There are so many different ways of communicating with people now, and like with learning styles, we all have our preferences. But, think about what your target customers really like, and give them what they want.

Top Tip: be selective, focus on quality and be realistic about how much social media can add to your marketing.

And the most important tip, last

Consistency is vital. Plan, schedule and post good quality content on a regular basis. Curate and share others’ good quality content too. Remember the 80:20 rule.

It may take a while to build you social media audience but ask yourself:

Question: How long do you intend to be in business anyway?

When you look at it this way, you can see why building a following doesn’t need to happen overnight.

We hope you enjoy the The Three Rs of Social Media Success.

Why not check out the other blogs in the series:

  1. The Three ‘Rs’ of Social Media Success
  2. Know the Right Place for Social Media Success
  3. How do You Know the Right Time for Your Customers on Social Media
  4. Get the Right Message: Get their Attention
  5. Build Your Social Media Following versus Buying Reach and Followers
  6. Are your Goals ‘SMART’ Enough for Social Media Success?
  7. Mobile First and Live Streaming Video Help You Succeed in Social Media

If you like video, check out our recording of this fascinating topic and give your social media a rethink.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop series and latest strategies, we guide you to the top in 6 easy steps.

Ready to take the next step? Download your free Content marketing eBook today.

 

Photo by Rahul Chakraborty on Unsplash

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Joanne DolezalMobile First and Live Streaming Video Help You Succeed in Social Media

Are your Goals ‘SMART’ Enough for Social Media Success?

by Joanne Dolezal on 5th October 2018

You need to have SMART goals for your social media if you don’t want to be a ‘busy fool’.  It is an excellent digital communication channel but requires time, creativity and some financial investment.

So, what is the real purpose of your social media activity?

This ties in with your marketing goals and what you want social media to achieve for you.  This could be lead generation, customer service, raising brand awareness or telling people about a new product or service.

Set your goals for social media with the following questions in mind, or apply them to the one you’ve already got:

Who exactly do you want to like or follow your page?

Customers, peers, influencers, suppliers, competitors? Even if they don’t Like your profile, they can still follow you and see your updates. If this is a concern, you’ll need to keep an eye on your followers and either block them, set up Private Twitter accounts or develop key messages for each audience.

Which social media profile/s should you prioritise?

You may have the time, team and appetite to be ‘everywhere’ so try to modify your posts and schedule to reach target customers when they are in the right ‘zone’. Deciding upon the Right Place is individual to your organisation – you will know where you get the warmest welcome and it’s okay to be choosy. Have branded profiles on all the platforms if you wish, but focus your time and energy on the two or three that really make a difference.

What content would they find valuable?

What content will my target market engage with? Research, observe and listen. It’s okay to be passive for a while. Take as long as you want, because there’s no hurry. What’s key, is developing the Right Message. Social media is going to be there for a long time and isn’t going to run away without you!

Do you need a content calendar?

Developing one is really useful, even if it’s a simple one created in Excel.

Many businesses will have ‘seasons’ of key dates and events and having a calendar makes sure you are ready and you are prepared to talk about the right things at the right time.

How often will you post?

Although you don’t need to post dozens of times a day, it does need to be done regularly and consistently. If you have big bursts of activity and then nobody hears from you for months, people will gradually lose interest.

Don’t leave social media to the last minute.

It’s a really valuable communications tool so include it in your campaign plans. Develop your messages alongside the rest of your campaigns and schedule them in advance. Then go and make that cuppa!

You need a plan, because planning prevents poor performance.

Your Customers Set the Tone…

When you know the tone and language of your target market (informal, hip, corporate, industry jargon?) it’s easier to join the conversation, to fit in. If you’ve spent some time following what they post and engage with online you’ll learn the topics they talk about regularly. You’ll gauge what they most care about.

Once you know the questions they ask and know you have the answers that could help them, start experimenting. Post regularly and see what gets a reaction.

SMART Goals are ‘Realistic’ too.

Be realistic about what social media can do for you. The volume is at the top (likes and follows) but it’ll be a much smaller number of people who’ll move through the funnel to subscribe and buy from you.

This is how sales and marketing have always been and always will be, so don’t worry.

Build social media into your regular marketing and it will help to attract, convert and engage customers.

Is your social media reaching target customers at the right time?

Not everybody wants what we do and what we make, or even if they do, they may not want it right now. That doesn’t mean they’re not interested, it just means that it’s not the right time for them.

Once you have realistic goals, you’ll enjoy using social media a lot more, because it can be a lot of fun. You can meet and chat with people you wouldn’t have come into contact with ordinarily.

Social media allows you to take the first steps in developing relationships that could last for years.

We hope you enjoy the The Three Rs of Social Media Success.

Why not check out the other blogs in the series:

  1. The Three ‘Rs’ of Social Media Success
  2. Know the Right Place for Social Media Success
  3. How do You Know the Right Time for Your Customers on Social Media
  4. Get the Right Message: Get their Attention
  5. Build Your Social Media Following versus Buying Reach and Followers
  6. Are your Goals ‘SMART’ Enough for Social Media Success?
  7. Mobile First and Live Streaming Video Help You Succeed in Social Media

If you like video, check out our recording of this fascinating topic and learn from these amazing thoughtleaders.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

For more Content Marketing tips and tricks, grab your free eBook here.

 

Photo by Rawpixel on Unsplash

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Joanne DolezalAre your Goals ‘SMART’ Enough for Social Media Success?

Build Your Social Media Following versus Buying Reach and Followers

by Joanne Dolezal on 28th September 2018

It’s never a bad time to look at how you attract people to your social media profiles and build your social media following.

There are two sides to the audience building argument.

One side will tell you to focus on quality, build your following slowly based on quality of connections and a real affinity.

The other side will tell you to focus on quantity, building your following quickly with paid social media campaigns, buying likes and followers and creating sensational content to ‘go viral’.

You will know what works for your organisation…

You will need to gauge what feels right, how much time and money you want to spend on achieving the ‘numbers’ – how many page likes you have on Facebook page, followers on Twitter or your Linked In company page.  You may prefer to focus on building your audience slowly and look at the ‘quality’ metrics: engagement – comments, retweets, shares – instead.

But you should know that these options exist, i.e. through paid advertising or ‘likes’ campaigns, if only to analyse others’ social media following more dispassionately.

Remember, though, that anyone promising you instant success is trying to sell you something…

You want to go for quality and build your following ‘organically’

It is still possible to build your audience on social media through content marketing and organic growth, by regularly posting a variety of content that is relevant and appealing to your target audience (or customers). Bear in mind that what you post on social media will depend on what type of business you run.  There are many different types of content for business to business (B2B) and business to consumer (B2C) companies, and most of it will be familiar to you.

The diagram below charts the most common formats for content marketing.

The best content is user-focussed, non-selling, informative and engaging.

Content marketing uses many different formats to deliver quality content.

Think ‘person to person’, not ‘business to business’.

What you’ll find, even when you are selling to another business person (as opposed to a consumer) is that it’s ‘B2B’ for the first five minutes only. It soon becomes you speaking to another person, another human being, and seeing them as an individual.  Everyone in business knows that this is what relationships are based on, and you’ll be on first name terms within the hour.

On the B2C side, with consumer marketing, the people who follow brands on social media want to be rewarded in some way. They want offers, deals and coupons or to know when the ‘flash sale’ is going to be. There’s very little brand loyalty these days, so think about different types of content which could be appropriate for your audience.

This quote is about Twitter, but I like it because it’s relevant to any social media platform:

“…humanize it.” Talk like a human, treat your readers like a human and empathise -this is how you get people’s attention and start to build trust with them. Be real!

Pam Moore

You want to go for quantity and grow your following quickly

All the major social media platforms have launched advertising tools in the last few years.  These are not to be underestimated, either in terms of their targeting capabilities or the potential reach they offer you, regardless of geography.  If you are familiar with the principles of display advertising (picture or video adverts) and pay-per-click (PPC) you will understand the advertising tools immediately.

For successful content marketing, you need to build your inbound marketing funnel.

The Inbound Marketing Funnel

For those who are new to paying to reach new ‘customers’, both operate on an auction model.

With paid ads, the most exposure (impressions or reach) goes to the highest bidder for that target audience.  It’s a fair system, in as far as you know either how much (the maximum) you are prepared to bid for either a click (through to your website or product page) or impressions, the number of people the ad will be presented to (sold per mille/’000).

When you are buying ad campaigns on each platform, you’ll be asked to choose your goals, based on the stage in the inbound funnel (see at right) / customer journey you want to reach your customer at.

Basically, you will be looking for Awareness, Consideration or Conversion.

Paid ads can help you reach target customers beyond your networks, sector, industry, location or language.

Some ads will present your picture ad, others may have a few lines of copy and Call to Action.  The success rate on all social platforms is low: typically the click-through-rate (CTR) will be lower that 0.5% or the people you are targeting.  You then have to follow up in some way to convert them.

Targeting can be based on the common characteristics of you target customer (or buyer personas) or you can create ‘look-alike’ target audiences based on the custom tools within the platform.  For more information about the paid ad tools on each platform, please see our blogs about each platform.

Buying followers can be done in a couple of ways.

The first option is to respond to a direct approach, normally on social media, offering to sell you followers.  These are normally sold per thousand.  Buy followers at your peril.  They won’t engage with your content (posts) and may distort your page analytics (metrics) significantly.

Accessing a pre-existing ‘community’ that has been pre-built by an agency can produce an impressive number of page (and post) likes.  Some will have millions of members who are, evidently, very obedient and do as they are asked.  This is a tactic if you need to demonstrate interest in your brand or products, perhaps to an investor, but it is not cheap.  Or particularly sustainable.

Am I against ‘paid’ social media?  No.  I think the targeting and advertising tools have the potential to put you in front of people you’d never reach otherwise.  I think the best combination is paid + organic, still delivering as much quality content as you can to your social media following.

But I would avoid buying followers, in the same way that I’d avoid buying contact data.  It is poor quality and unlikely to convert.

Whether you want to build a social media audience that delivers ‘quantity’ or ‘quality’, we recommend you:

1. Identify your target market – you may already have some information, but the more you know about who you’re trying to target, the better the social media platforms will support you. They have targeting tools built within them based upon the data they gather from users, and in the paid versions these are really sophisticated.

2. Know what they’re looking for – once you start to interact with them you’ll know what questions they ask and also what kinds of things they interact with.  Taking time to understand what your target customers care about helps you talk about topics they are interested in.

3. Attract and engage them – by being interesting, engaging and relevant, you’ll start to attract people to your profiles and pages.  Use the language they understand and use themselves and your posts will be relevant to them.

4. Build trust and earn leads – doing so will encourage people to visit your website, subscribe to your mailing list and download the lead magnet you’ve created in exchange for an email address. They WILL ring you or send you a direct message, because it happens all the time.

5. Measure and improve. Think about what you’re going to measure, because big numbers don’t always mean anything. The quality of interactions is what matters for a social media following who will ultimately buy from you, or recommend you to others.

Social media is great for weak links, so don’t feel too disheartened when things don’t go your own way immediately and don’t expect too much of people.  After all, you’re not face-to-face, so you can’t rely on non-verbal cues or the opportunity to have a proper conversation to build rapport.

At the bottom of the inbound funnel, once somebody has become a customer, it’s a great way to keep in touch with them.

Turn them into an advocate and they will make sure your posts, comments and shares ‘move’.

We hope you’ve enjoyed the The Three Rs of Social Media Success.

Why not check out the other blogs in the series:

  1. The Three ‘Rs’ of Social Media Success
  2. Know the Right Place for Social Media Success
  3. How do You Know the Right Time for Your Customers on Social Media
  4. Get the Right Message: Get their Attention
  5. Build Your Social Media Following versus Buying Reach and Followers
  6. Are your Goals ‘SMART’ Enough for Social Media Success?
  7. Mobile First and Live Streaming Video Help You Succeed in Social Media

If you like video, check out our recording of this fascinating topic and learn from these amazing thoughtleaders.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop programme and latest strategies, we guide you to the top in 6 easy steps.

For more Content Marketing tips and tricks, grab your free eBook here.

 

Photo by Fleur Treurniet on Unsplash

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