I have to be honest, when Twitter first came on the scene I was not an early adopter. I thought it was surely going to be a time bandit that would reek of narcissism and do little more than add yet another distraction to my day.
I was wrong.
Then there’s Facebook. I was an early adopter there but that’s due to my interaction on Myspace paving the way. As Myspace became drenched in hacks and very distasteful advertising, it was an easy choice to jump ship to Facebook. From that point forward I saw and experienced the personal value in using Facebook to connect with friends and family but didn’t consider it very effective for business.
But that too has changed over time.
Now, fast forward a few years and Twitter and Facebook have become primary parts of how most of us communicate and connect with others online.
Not just on a personal level anymore but for business (or ministry or nonprofits) too.
I’ve met new friends, gained new clients, and can see a direct correlation between Social Media efforts and increased productivity and revenue for myself and for the clients we serve. But, that’s not because I’m just randomly posting updates either. I’ve learned how to approach it strategically and how to use the tools available to make the Social Media experience more worthwhile.
So what can you do to improve your use of Social Media for Business?
Here are 4 things to consider doing that could make your Social Media efforts more effective…
1. Create a Custom Landing Tab and Reveal Offer: If you have a Facebook Page, make sure you setup a custom tab that is the landing spot that people will go to if they are not already fans. Doing so will improve your conversion rates big time. Your custom tab, at minimum, should have the WHY of why someone should “like” your page as well as instructions encouraging them to do so. You should also consider implementing a custom reveal tab which is a tab function that enables you to post a special offer that people will instantly receive (revealed to them) when they click the “like” button at the top of your page. The offer be a digital download, free chapter of a book, video, or anything else of value. Guy Kawasaki has a great example of a custom landing tab and custom reveal for the Facebook page of his new book Enchantment. See it here. And here is a resource on how to setup your own (there are plenty of options out there).
2. Split Test Ads: I’ve found ads on Facebook CAN BE effective but you need to test them in order to find the right mix of cost per click, conversion and results before you waste money on something ineffective. When you go to setup an ad campaign, create your first add and then duplicate it “Create a Similar Ad.” Keep the descriptive copy the same but for each ad use a different image. Do this 3-5 times and let your campaign fly for a day or two (or through a certain amount of $ you are willing to test with). Then watch your results. When you see which version of your ad is performing the best, then kill the other ads and just let the best one run. You can do this same thing with descriptive copy too. Test multiple ads using variations of the descriptive text and call to action in order to find the best performing ad before you unleash your full campaign. Read more about Split Testing on Facebook here. (BTW… ads are helpful in priming the pump when building a Page following because you can target your ads to a very specific demographic that matches who you want to attract. Once you have a solid base, then the “Social” aspect kicks in and the crowd grows).
1. Use Tools: If you are not using a Twitter client such as Tweetdeck or Hootsuite, you’re missing out in a lot of ways. Both are free and enable you the ability to better organize who you follow, which conversations you are listening to, and setup search columns so you can track various terms (example: if you are an author who writes about a certain topic then you might want to create a search column for that term and engage with others who are conversing about it). You can also schedule Tweets, better track your analytics (stats) and more. And… most of these services have apps for web, desktop and mobile devices so you can keep things consistent across any platform you use. Organization is key or you’ll get lost in the noise.
2. Be There and Engage: This may sound simplistic but it’s a very powerful principle. If you want to grow a following, you must engage. You need to follow others back who follow you. You need to Tweet often… @reply to others, share useful tips, ideas and links. Don’t be stingy either, share links and resources you run across from others as well. Practice the 20-to-1 rule. Be a resource in every way that you can. And be human too… once in a while post things about what you’re thinking and what you’re doing so that people can see into the person behind the curtain.
Regardless of which medium you are using, you’ll only be effective if you add value to your followers. If you’re constantly pitching a product or just talking about yourself all the time… you’ll fail. Social Media is “Social” and about building relationships around conversations and ideas. When you earn the trust of the community, THEN you can influence them to buy or move in some way.
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