Many entrepreneurs struggle with social media marketing. Sure, they know how to use social media – the process of uploading photos, writing a post and sharing content. However, when it comes to marketing through social media, it can be a real struggle for small business owners.
If you’re not sure how your social media marketing efforts are really doing, it’s time to take a hard look at your social media marketing. Here are some questions you can ask yourself:
Question #1: Are you focusing too much on how many fans and followers you have?
It’s super easy to get caught in the “quantity” web, but I encourage you to not worry about your fan or follower count.
Effective social media marketing is all about quality, not quantity. I would rather have 50 super-excited loyal Facebook fans, for example, than 50,000 fans who do not care about my services.
Jay Baer has a great quote that I want you to remember: “Focus on how to be social, not on how to do social.” If you focus on being social, you’ll have higher quality social media interactions, which will lead to sales and referrals.
Question #2: Are your fans and followers engaging with you?
Engagement is key in social media. This is when your fans or followers are liking, sharing and commenting on your posts.
The easiest way to determine your engagement is to look at your social media metrics, such as your Facebook Page Insights. Take a few minutes each week and assess the engagement for your posts. Put on your “lab coat” and experiment with the types of posts that work for your social media account. Remember that what works well on one social media site may not work well on another. Each social media network has their own nuisances, so consider diversifying your content if you post to multiple social media networks.
Question #3: Are your building a loyal social media fan base?
Loyal social media fans are ones who buy from you and refer you to their friends. What does this mean for your social media strategy? It means one of your top objectives is to build a loyal fan base on social media. Everything you do on social media should feed into this objective.
I like to refer to a loyal fan base as a tribe – or you can call it a community if that feels better to you. Here’s what you need to remember about tribe building:
- It’s all about them. It’s never about you.
- You are there to answer their questions.
- You want to ask them questions too.
- You need to know and understand their pain points – and work hard to help your tribe eliminate them.
- Give, give and give some more.
Before you post anything on social media, ask yourself: Does this information really help my tribe? This will help you determine the best content to share.
When you ask yourself these three questions about your social media marketing, be honest in your answers and then make a plan to improve. Find other leaders to benchmark (one of my favorites is Leonie Dawson’s Facebook page) and get inspired from what they’re doing. And remember, this is not an overnight, magical formula. This type of social media marketing – while effective – is a process. Be patient, and you’ll reap the rewards for your hard work.
Photo courtesy of Benson Kua