There are a lot of myths and misconceptions about what social media marketing is and what it does out there. For a beginner (whether that’s a new business owner or someone who’s been in business for years) it can be overwhelming to the point of getting tossed into a back corner as “something I’ll look into later when I have the time and energy.”
First, let’s look at what social media marketing is. According to Wikipedia, “Social networking websites allow individuals, businesses and other organizations to interact with one another and build relationships and communities online. When companies join these social channels, consumers can interact with them directly. Social networking websites are based on building virtual communities that allow consumers to express their needs, wants and values, online. Social media marketing then connects these consumers and audiences to businesses that share the same needs, wants, and values. Through social networking sites, companies can keep in touch with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.”
Alright, well that sounds great but a little wordy. In summary, social media marketing is a way to build your brand and online presence, attract new clients, interact in a more personal way with your customers/clients, and convey your company’s values and mission in an interactive environment.
Now, how does social media marketing actually work? Keep in mind, this is a beginner’s guide – we’re not looking at SEO and algorithms, we just want a basic overview here to start with. The first thing I always do with my new clients is to manage expectations. It’s very rare for someone to create a Twitter, LinkedIn, and Facebook account, push out one post, and get 20 new clients.
Social media marketing is a process … it takes time and effort – consistent quality content – those are the three key words you need to keep in mind.
Let’s look at it visually for a moment. Picture the internet as an interstate. Your business is a couple of blocks away from an exit. The purpose of social media marketing is to establish signs along the interstate – “your business name” is coming up in 3 miles, 2 miles, 1 mile, exit here. Yes, it’s more complicated than that but for a visual image, hopefully now you can see it.
The purpose of social media marketing is to direct clients and customers to the destination you have chosen – your website, a free download, a course, a call to action for something. It is not the place to do the actual selling.
This is where consistent quality content comes in, 2-3 “touches” a week is a solid goal for your social media marketing efforts. “Touches” means blog posts, short informative blurbs or articles, referencing current events, motivational quotes/images – it does not mean aggressive sales pitches, or having your posts and articles be all about you and your products. Instead, focus on your ideal client. What pains are they experiencing that you can solve? How can you fill a need that they may not even know they have to give them more time, more energy, a more efficient way to do “blank”, etc.
This is where you are building your voice, your brand, your tone – what your business is all about, what your mission is. Social media marketing is about letting people get to know you and what you can do for them.
In summary, social media marketing should be an integral part of your marketing plan for your business. Start small, and if you’re at all unsure, consider hiring a social media marketing consultant (like Create 2 Sell 😊 ). Begin with consistently posting 1 item a week for a month or two. Once that’s become a habit, move up to 2-3 items a week and start zoning in on what you want your message, your voice, to tell your current and future customers. Which of your posts are getting reactions (likes, comments, etc.)? What’s different about those compared to the others?
A final word, social media marketing is an important piece to your marketing, but it shouldn’t be all-consuming or take too much of your time. Set a specific time that you check your social media to react to comments, respond to questions, etc. Your weekly posts shouldn’t take more than 1-2 hours a week and you can schedule them in advance using social media management platforms, most of which offer a basic, free plan.
Until next time … to your success!
Paige Jackson Francis
Create 2 Sell