Here’s an guest post on social media marketing by Joel Fortner. He specializes in helping entrepreneurs be better marketers. He is also the author of the intelligent blog, Get Serve Keep. You can guest post as well. Read how to here.
As I wrote about here, many entrepreneurs are pretty frustrated with social media because they’re not getting results.
We all hear about successes but few are actually experiencing them.
In my experience, this is because many businesses put too much pressure on it, expecting to land sales through engagement with followers. Sorry but that’s very rare. Inter-related, people often measure the wrong stuff.
In marketing, it’s imperative to measure so you know what’s working and what isn’t, but it’s ultra-imperative you measure the right stuff.
For instance, tracking website page views isn’t very helpful. Neither is tracking Facebook page “likes,” Twitter followers or blog subscribers, especially if these aren’t people who will ever buy.
Another reason “likes” and followers aren’t helpful is because people find social sites in so many ways. It’s very difficult to tell who these people are and if they will ever be interested in buying from you.
Well how do you know if they’ll ever buy? Filter in those who may. Enter measurement step one.
Facebook Is An Oven
Think of social media as your relationship-building oven. It’s where you get to know people, build rapport, and establish your expertise.
And you keep your oven running until you’re ready to make the next move. That could be to download a white paper, attend an event, watch a webinar, write a review, or a thousand other things. But the key to this step is eliciting a name and/or email.
The point is to get people to take an action. Why? Because those who do are more likely to ultimately buy from you down the road, and by giving some information to get whatever you gave, they’ve identified themselves to you. That’s measurable!
At this point, you continue to make moves to get this smaller group of people to take an action, furthering filtering themselves in, until you finally make the sales pitch to your warmest prospects.
If you’ve done this correctly, you will see conversions. I’m living proof of that as nearly all of my marketing coaching clients originated with social media.
Question: Are you one of the frustrated or one of the success cases? Share below!
You can go deeper with Social Media Marketing and much more by downloading Joel’s free eBook, Small Business Guide to Marketing: Ideas You Must Know & Mistakes You Must Avoid, by subscribing to his marketing blog. Click here.