A lot of marketers have all sorts of wrong ideas about social media marketing. Some think that you only need to post “viral content” to get tons of traffic overnight. They actually believe that if you are able to pump that much traffic to your target website, a large chunk of those people will buy whatever it is that you are selling.
The Great Misconception About Social Media Marketing
Maybe you’re selling services, maybe you’re selling an event, or maybe you are selling products from an online store, it doesn’t matter. According to this idea, you just need to have a lot of traffic; courtesy of viral content on social media, and you will get the conversions you’re looking for.
The assumption that social traffic, regardless of which platform it comes from and regardless of how you qualify that traffic, converts to sales readily is Not true.
If you believe that this is the way social media marketing works, don’t be surprised if you spend a lot of time, effort and money only to end up with a whole lot of nothing. Welcome to the club.
Building Your Brand on Social Media
You need to be visible on the four major social media platforms. I’m talking about Facebook, Twitter, YouTube, and Pinterest.
Taken together, the traffic volume you can get from these four platforms is mind-blowing. They can potentially pump a tremendous amount of traffic. But that’s just part of the equation. That’s just the top of the funnel.
Potentially, you can push a lot of traffic from the top. That’s how wide the top of the funnel is. This article will focus on these four platforms, but you can pretty much use the tips that I’m going to share with you and modify them to market on other platforms since many of these principles easily apply.
You might need to modify them a little bit. For example, if you are thinking of marketing on Instagram, a lot of the things that I will teach you about Facebook, Twitter, YouTube, and Pinterest, can be tweaked to work well on the Instagram platform.
Now that you have a clear idea of the heavy visibility that you can achieve with social media, keep in mind that visibility does not mean traffic or clicks to your site. This is a myth. The visibility that I’m talking about means visibility on those platforms.
When people share your content within those platforms, you can enjoy a tremendous reach within such platforms. But this does not automatically mean that when you share content on Facebook, people who see your link on the materials shared by their friends would automatically click them.
Get the idea out of your head that raw visibility, or as Facebook terms it, “reach,” automatically translates to traffic. It doesn’t work that way. Instead, you need to start with heavy content visibility on each platform. People must see your stuff there. You must achieve a wide enough reach.
People may not necessarily click on through to your site, but that’s secondary. At this point, you just want your brand to be visible. You just want people to become familiar with your brand.
7 Reasons Why You Need To Do Social Media Marketing
Just to be sure, if you are in any way, shape, or form unclear as to the value of social media marketing, here are just 8 reasons why it needs to be part of your comprehensive online marketing plan.
To really round things out and add a lot more value to your current online marketing campaign, social media marketing has to be part of the equation. It doesn’t have to take center stage, it doesn’t have to be your overarching priority, but it has to be part of the total mix.
Here are just 8 of the thousands of reasons why your company, regardless of its size, needs to do social media marketing.
Reason #1: Vial Reach
If you build a solid page on Facebook, you develop a direct reach. This means that a certain percentage of people who like your page will see your updates.
While it is true that Facebook has been reducing the organic reach of Facebook pages recently, there’s a workaround to that. When people go to your page, you can instruct them to like your page and then click your page’s setting to show your updates first.
You might want to show a video that teaches people how to do this. You might even post an animated gif. Whatever you do, clue people in that they can fix their settings to see your updates first.
Now, for people to take the time and bother to do this, you have to offer content that is really valuable. There has to be real value on your page for them to want to do this. But you can increase your direct reach by instructing people.
On top of that, when people like your content, they can share it on their wall. Since people on Facebook have friends and their friends have friends, this can easily have an exponential effect. In fact, even if your page only has a hundred likes, but these are real people with real friends, don’t be surprised if one of your posts gets really viral and spreads all over the place.
Social media enables you to have a large direct reach. It also provides you with a tremendous opportunity to enjoy exponential content coverage.
Reason #2: Social Media Is Addictive
While different demographics have shown softening or weakening of social media usage on a daily, weekly, or monthly basis, this still doesn’t take away from the fact that a lot of people habitually use social media. In fact, a lot of people do this the first thing in the morning.
When they wake up, they check their phone or tablet for updates. It can easily become an addiction. This gives you a tremendous opportunity to get your content and brand in front of many interested eyeballs.
Reason #3: Content Can Be Repurposed
The great thing about social media marketing is that you’re not restricted to just one content format. You’re not restricted to video, pictures, links, blog posts, text, or audio files.
Instead, different platforms specialize in different formats. And when you create content for one platform, you can easily make different versions of it in different formats to spread out to other platforms.
For example, If you write a blog post and post it on Facebook. Then create a very attention-grabbing graphic for that blog post. So when you post it on your Facebook page, a preview of the image shows up and it grabs a lot of attention. People click on it, and they end up on your blog.
You can take that graphic and share it on Pinterest. The text of your blog post or article can be turned into a slideshow video and you can share it on YouTube. The video can be embedded in your blog post. Different parts of the article or post itself can be stripped and used on Twitter along with the link to the full post or article.
Do you see how this works? You get access to the different audiences of those different platforms by simply re-purposing or recycling the same content that you made for one platform and sharing those other formats on other platforms. This increases your potential reach.
Reason #4: Segmenting Users On Social Media Platforms
If you’ve ever been to Instagram, you know that when you see a picture, it usually has many different tags. If you’ve been on Twitter, you’d see that a lot of the hot tweets also have hashtags. Those tags are very valuable.
When you use a tag with your content, you are essentially categorizing your content. People use those tags to search for content. This is a very powerful segmentation tool.
People who are looking for cute Chihuahua puppies will use certain hashtags that are different from people looking for libertarian political posts. If you have a very tightly defined audience, social media platforms’ built-in segmentation tools and features can definitely help you.
You probably already know that huge audiences that are not very targeted are essentially worthless. Thanks to social media marketing’s segmentation features, you can get a smaller volume of people from many different platforms, but you can rest assured that these people are actually interested in whatever it is you are saying.
These segmentation tools go a long way in helping you build a very refined and well-qualified audience base. This, in turn, increases your likelihood of making money.
Reason #5: Posting Content Can Be Automated
Thanks to content scheduling, you don’t have to worry about manually going to Facebook or Twitter and copying and pasting materials from a document.
You can automate your posts and publish content to all your social media accounts. This means that you don’t have to babysit them because you have fed the content in.
The best part is that a lot of these automation tools use bulk feeds. Meaning, you can format your content in an Excel file and convert it to CSV and plug it into these tools. You don’t have to input the materials one by one. Talk about saving a lot of time while also maximizing your reach.
Reason #6: Build Your Email List
The heart of a content-based audience relationship marketing campaign on social media is to build a highly targeted mailing list. Now, this is not what you think.
A lot of people are thinking that once they build the list, they’re on their way to becoming millionaires. Absolutely wrong. There’s a missing step.
When people join your mailing list, it really is a “general” mailing list. By “general,” I’m not saying that it talks about all subjects under the sun. I’m not talking about that.
Instead, I’m talking about general interest in the specific topic. You really don’t know yet at this point who is a buyer and who is a person who is simply looking for information and is still trying to make up their minds whether they trust you enough.
You create a general list and then eventually you try to upsell them to a buyer’s list. How do you do that? Well, you sell low-cost items on your general list. You can sell a booklet for $1. It doesn’t really matter what the price is.
It has to be very low because what you’re really trying to do here is that you’re trying to give people a means to identify themselves as a buyer and you want to make it as smooth and easy as possible. A dollar is almost an afterthought to most people.
They won’t think that it’s too painful to buy your product. But once they get to your buyer’s list, you eliminate them from your general list, and now you have a pure list of buyers. That list, my friend, is a goldmine.
That’s where you send your money-making updates. That’s where you get people to check out your case studies and get them to pay top dollar for whatever affiliate programs or original products you are pushing on your buyer’s list.
This is called a two-track marketing campaign. It’s extremely powerful and it has made a lot of people rich. But you have to step away from the very common mistake of thinking that once you get a lot of people to your mailing list, you have it made. Absolutely wrong. There is another step that you need to take.
Reason #7: Branding your Business Across Social Media Platforms
Assuming that all your social media accounts on all four major platforms look similar to each other, you get many bites at the apple. You really do. When people run into your brand on Facebook, there’s a chance they might run into your brand on Twitter.
If there is enough graphical similarity between your brands, then they can see that you’re all over the place and they can converse or engage with your brand regardless of where they are on the internet.
Eventually, this builds a tremendous amount of familiarity, and people might become so comfortable that they join your mailing list when you call them to action. The best part of this is that it happens naturally by you simply creating accounts on all the major platforms. Your brand speaks to people who are interested in your niche, regardless of where they go.