Let’s do this backwards. Normally I would list 4 decent benefits of social media marketing, build you up to the big climax and then lay the big one on ya! But, not today. Today, we’re going to cut the crap and get right to it.
So, you wanna know the MAIN reason you and your business need to be active on social media?
And if they’re not, you’re missing the point.
Those fury cat pics are cute and the “Happy Friday” posts will probably get you some Likes. Oh and the video of Jimmy Kimmel performing the History of Rap with Justin Timberlake is sure to be a crowd pleaser, but where are all those posts getting you? How much money are you making from them?
No answer required here. Those were rhetorical questions.
You need to concentrate on posting original content created by you that takes your fans off of Facebook or Twitter and onto your website blog. And when you’re not promoting a blog post, you need to be directing your fans and followers to landing pages on your site. I’m not just talking about a page on your website that people “land” on. I’m talking about a webpage specifically designed to capture leads that has a free offer in exchange for an email address (and sometimes more info).
To learn more about landing pages and how to create a killer one, check out Chapter 3 in our FREE eBook “The 30 Greatest Lead Generation Tips, Tricks and Ideas.”
Other Benefits of Social Media Marketing
Increased Exposure: Obviously, this one goes without saying, but the power of social media is extraordinary in terms of reaching a lot of people with minimal effort. It is the perfect outlet for promoting your useful, relevant and timely content. But, it better be all 3 of those things or your fans will start dropping like flies.
Getting to Know Your Customers: If you post intriguing material, fans will tell you what they think. And those comments are priceless when you are trying to discover who your ideal customer is, what they need, what they want and how you can help them. Social media gives you the opportunity to engage and interact with your fans not as a business, but as a human running a business. This is an easy way to set yourself apart from your competition because many of your competitors are not taking advantage of this.
Social Listening: There so many tools out there now that allow you to monitor conversations, hashtags and keywords of your choosing across multiple social media channels. There’s Hootsuite, Tweetdeck, Sprout Social, Social Mention, Hubspot, etc. The list could go on and on. Find one and use it!
Why should you care what everyone else is saying? Suppose you have a local liquor store and you monitor words like #party, #rum, #goodtimes, etc. Then, when someone tweets out “Getting ready to make my famous rum punch for our New Year’s Eve party!”, you can tweet back with a discount or some special deal to draw them into your store instead of a big guy like ABC Liquor.
Perhaps even more opportunistic is monitoring social feeds for your competitors’ names. Now-a-days, the first thing people do when they have a bad experience with a company is take to Twitter or Facebook to vent their frustration. Be there to offer a better alternative and be the hero. Timing is everything in life and social media marketing is no different.
Social Proof: Your website tells people what you want them to know. Social media tells people what they want to know. Your website is going to look like a glowing resume of all your strengths….and it should! But, the interactions you have with your fans on your social profiles speak the truth….volumes of it. And you’re crazy if you don’t think that consumers check you out on social before buying from you. So, start capitalizing on it!
Marketing Budget Savings: Everyone has their panties in a bunch over Facebook only allowing less than 5% of your fans to see your posts. It’s not fair….I agree. But, the truth of the matter is that even though you now have to “pay to play”, it’s still cheaper than running magazine ads, tv commercials and radio ads. Plus, when you run an ad on Facebook (for example) you can choose your target audience right down to the type of food they like. You can’t control who picks up a magazine or hears your radio ad on the way to work. You know the general demographics of their readers/listeners and hope the right people see/hear your ad.
SEO: The text you fill in under the bio section of your social media profile is SEO gold when optimized properly. Think of each one of your social profiles as another opportunity to rank for your keywords. Google crawls your profile bios much the same way it crawls your website pages in order to deliver the most accurate search results for Googlers. In addition, Google gives serious weight in search results to websites who have a Google+ page. So, while its hard to picture Google+ as a social network like Facebook right now, the SEO benefits of it are crystal clear. Don’t miss this boat….you’ll be kicking yourself down the road.
How about you? Have you personally experienced any of these benefits of social media marketing? I’d love to hear about them in the comments below.
By: Kelly Gretzinger