How to Acquire Real Fans for Your Social Media Marketing Spend

…buy Twitter Followers in our website, starting at $29 USD / 5k Followers…

DON’T DO IT

If you don’t get at least 1 spam solicitation a week for purchased followers via your social media accounts or via email, consider yourself lucky. Scam artists are always looking for the inexperienced social media marketer to make their money. You already know that “if it sounds too good to be true, it probably is,” and profile scammers would be extinct, but, as long as there are buyers, there will be takers. Inexperienced social media clients often ask if they should buy followers because their established competitor has thousands.

Insights tell all

You may not have access to your competitors insights and analytics, but you can judge a book by its cover in this instance. Start following your competitors and note whether their posts, tweets, and photos garner engagement. Isn’t it interesting how an account with thousands of followers often gets disproportionately few likes, retweets, reposts, shares, or comments?

There are 2 main reasons for that; 1) they are lousy at posting, but more likely, 2) they have a base of artifically acquired followers irrelevant to their business. Those so-called followers are not responding or even noticing the posts – that is, if they even exist in real life! So while the competitor may tout a huge fan base, their success is shallowly based only in that number, not in results.

Quantity vs. Quality

Gone are the days when quantity was critical to the perception of a successful social media account. Landing pages (no longer permitted) were created as tools requiring a “like” before entry for contests, deals, yadayada, to acquire new followers – and lots of them. Slowly, it became very evident that many new followers became fans just for the freebie or perk – the attraction being the giveaway and not your goods and services. Unlikes followed or your business simply ignored.

Marketing is marketing whether on or offline. Ever had an event for your brick and mortar focused on giveaways and contests? The results? You probably got enough warm leads with real sales to cover the cost of the event and little more. If you aren’t attracting the right prospects with any method of marketing, you lose.

That’s not to say a big marketing campaign can’t be fruitful, but new and inexperienced small business owners often do not use proven tracking methods for an accurate ROI of their market spend. Year after year they spend on repeat “perceived” successful events without knowing the reality to make revisions for real success. Again, they can talk about how many people attended the event, but inquire about results and you may get an ambiguous reply.

Retention or Acquisition?

Social media business account holders are becoming savvy to the reach of a quality following because they learn that retention, more than acquisition, is the best way to keep and grow business. If you follow a successful formula in your business, you will get referrals.

Customers with needs/desires that match your goods/services

+    Excellence in Customer Service
————————————————

= PROFIT

Bottom Line?

Remember: Buying followers and contacts is as effective as inviting a whole community of strangers to your party – most come for the free food and leave without even remembering your name. Invite specifically those to your “marketing party” who can benefit from your products and services, then wow them with your service. They’ll not only remember your name, they’ll refer you to others.

14 Reasons Social Media Marketing Beats Traditional Marketing

Traditional Marketing vs Social Media MarketingHe who refuses to learn deserves extinction. Rabbi Hillel

The conversation with those not engaged in Social Media is often limited to their perceptions… I’ve tried to condense the most common misperceptions through these comparisons.

  1. Traditional Marketing tells us how we should feel about product.
    Social Media Marketing tells others how we really do feel about product.
  2. Traditional Marketing interrupts our leisure time by forcing product messages upon us.
    Social Media Marketing leads us to company pages we can invite into our streams to browse at our leisure.
  3. Traditional Marketing deals with the familiar to spread the word generically.
    Social Media Marketing looks for the unfamiliar to spread the word virally.
  4. Traditional Marketing spreads a message to the masses in hopes of attracting a few loyal followers.
    Social Media Marketing spreads a message to a few loyal followers to attract the masses. 
  5. Traditional Marketing tells consumers what they may want.
    Social Media Marketing gives access to what we do want.
  6. Traditional Marketing messages have no direct accountability.
    Social Media Marketing publicizes accountability through viral messaging.
  7. Traditional Marketing uses long-term strategies developed through a fixed schedule of exposure.
    Social Media Marketing follows direct emotion, passion, and curiosities of the moment.
  8. Traditional Marketing messaging is for short-term profit.
    Social Media Marketing messaging is for long-term connection.
  9. Traditional Marketing asks questions and uses research to determine reaction.
    Social Media Marketing answers questions and uses instinct to create reaction.
  10. Traditional Marketing creates artificial messaging based on external research.
    Social Media Marketing spreads authentic messaging from internal reaction.
  11. Traditional Marketing helps products become successful regardless of quality.
    Social Media Marketing helps quality products get discovered and expose poor products.
  12. Traditional Marketing messaging can be stagnant or ineffective by the time they surface.
    Social Media Marketing messaging is ever evolving and always present.
  13. Traditional Marketing follows a predetermined path on a predetermined schedule.
    Social Media Marketing explores a multitude of highways on an ongoing basis.
  14. Traditional Marketing controls response to product via marketing professionals and accountants.
    Social Media Marketing controls product response via actual consumer word of mouth.

Agree? Disagree?

“My Staff Doesn’t DO Social Media” is Killing Your Social Media Potential

But my staff doesn't DO Social Media!

When I discuss how important in-house contribution is for social media marketing with (TOO MANY) small business owners, I hear:

“But, my staff doesn’t DO Social Media.”

First of all, statistics tell us that’s not true.

Not only does your staff own a smartphone, but have likely downloaded at least 2(00) social media apps to talk to friends and family, and play games. And during breaks, lunches, WHEN YOU AREN’T LOOKING, and at quitting time, they are ON social media. 

Oh, sure…, they’ll TELL you they aren’t on social media, but what that translates to is THEY ARE AFRAID you will put them in charge of your business page.

SOLUTION

At their next review, explain that in this age of digital marketing, social media marketing contribution is now a job requirement for all new hires. And for existing employees, reviews will include evaluations of their individual contribution to your social media efforts.

GUILT IS A TERRIBLE MOTIVATOR

Yeah, yeah, I know the guilt seeps in… You tell me you are a lousy example of social media business participation so you figure you can’t ask them to do what you don’t do. Wrong!

  • Since when do you know how to do everything your staff knows how to do?

Their contribution is IMAGES, anecdotes, and testimonials

They won’t use their data, add an app, or use their SmartPhone.

Starting on the most basic level, they will take candid photos of your business in action, customer testimonials, anything that reflects your business success. You should also provide a store notebook to jot down anecdotal material for your social media content.

BUY a digital camera for the store or business, and leave it readily accessible to staff.  They can virtually begin contributing to your social media marketing as soon as you brief them on camera use and care.

  • Yes, you need protocols for what is/isn’t appropriate to photograph and how often.
  • Yes, you need to set up a Dropbox, Google Photos (which is cool because of enhancement features), or other cloud account folder for your photos.
  • Yes, you will be responsible for transferring those images from the camera to your computer via the included USB cable to the Dropbox or whatever folder.
  • Yes, you or your trusty admin whom you have given shared access to your cloud folder will then have to share them to your Social Media page(s).

But, other than that, that’s IT! Any and every person on the staff should be allowed to have some fun with the camera catching some on-the-floor moments which can lead to bigger and better participation. YouTube is your next goal.

Just one candid photo per week can mean a boost to your Social Media stats.

Here’s hoping you aim higher.

Fans are more likely to follow

…if they get the feeling they know you and your business. That’s what the photos provide – an inside look.

Now go buy a darn digital camera.

You can get them for less than $200. Or, spend a little more and it will come with wi-fi for easy transfer. It’s a business deduction – a marketing expense!

Now I hope you are saying to yourself, “Why didn’t I think of all this?”

You’re Not from Around Here, Are You? Social Etiquette or Regional Bias?

Meme - Don't take offense if I call you Ma'am

There is a trend in Social Media that kind of pisses me off. I’m wondering if it pisses you off, too.

Lots of memes are dictating REGIONAL social etiquette (see image). WHY is that? Social Media lives online – a.k.a. WORLDWIDE!

The uppity tone is giving me agida. It is as if you are “less than” if you don’t use their regional vernacular. So here’s my rant.

What’s disrespectful in one region may be normal in another.

I grew up in Tampa, Florida and was taught to use Mr., Mrs., and Miss as respectful titles, and not ma’am or sir. My dad was Air Force and the only sirs and ma’ams I knew were in uniform. If you were close to a friend of the family or neighbors, you respectfully added an Aunt or Uncle to their first name. It wasn’t until I moved to Atlanta when I was in my late 20s that I learned of the ma’am and sir protocol. Yes, I had heard this practice on TV, like on the Andy Griffith Show, but I had never experienced it in my places of residence – until I moved to Atlanta.

Yes, it made me feel old to be called Ma’am.

I was only 27 when I moved to Atlanta.  And after decades here, it is still hard to hear someone call me ma’am. I didn’t raise my son with that practice because it is still foreign in its feeling to me. I am sure that is my military family history at fault for my discomfort, but to hear a little child say, “Yes, Sir” to an elder just seems strict and unnatural to me.  But, that’s me and my upbringing. But you won’t see me making a meme about that!

In business, too?

Another difficult adjustment in Atlanta was the custom of holding the first 2-5 minutes of business conversation focused on social exchange. How’s your spouse, is Johnny enjoying his new school, heard you went to Hilton Head… etc… So, I had to learn this practice or run the risk of alienating southern business associates. Big adjustment for me as, in Florida, we practiced simple greetings, then on to business as, in that region, it was considered rude to waste another business person’s valuable time with what we considered time-wasting chatter. Again, regional differences…

Yes, I understand the desire to maintain one’s cultural differences. BUT, in today’s mobile society, let’s consider that perhaps it is disrespectful to expect a newcomer to assimilate so quickly and additionally, chastise them for it. The average home sale frequency is every 4-7 years as opposed to the old days when one lived most of one’s life in one place, so life is not the same as the slow, old days.

SOCIAL MEDIA lives everywhere – and behavior can’t be observed as mutually exclusive to your cultural region.

The only cultural differences in Social Media are in the different platforms – LinkedIn, Google Plus, Facebook, Twitter, YouTube, etc. and that difference is a matter of tone, not language. Social Media has brought the world closer together in a shorter time than any time in history. Why would you try to enforce a cultural divide online?

So . . . Don’t take offense if I DON’T call you Ma’am or Sir, and I won’t take offense when you DO.

Thanks for listening!

Note: I just got a tweet from @supplies3D recommending I include N. Florida in the “Southern” way. He’s right. From Central Florida to South Florida you have mostly Northern U.S. transplants and their influence is deeply set. North Florida is very much like the old south.

 

If You Can Sell, You Can Market.-

What does customer service have to do with marketing?

Customer satisfaction is the basis of marketingJust everything!

Traditional marketing ads get your attention how?

      • Good advertising addresses a need.
      • Good advertising peaks curiosity.
      • Good advertising elicits an emotional response.

So, what is marketing, really?

Experts must talk about stats, but all will admit it is impossible to accurately measure the effectiveness of a highway billboard. Unfortunately for the statisticians, social media marketing is akin to billboard advertising. While posts do have a calculated “lifetime” of visibility, it’s still a matter of catching the eye of whoever sees the post at whatever time they happen to “drive” by your message.

Marketing is no mystery

Marketing is not some mysterious phenomenon understood only by marketers. Marketing professionals are just like you. They eat, drink and breathe customer behavior – for the same reasons as you – to successfully sell product. So… Marketing is “selling, ” just from a different approach. Strategize via your methods of enticing and catering to your customers needs, and you will soon “get” at least the basics of marketing.

Who is your best salesperson and why?

Whether it’s your ace hire, or yourself, recognize selling stems from the ability to satisfy customer needs. That IS the bottom line of customer service and subsequent business success. It’s about meeting the right needs to ensure there is no buyer’s remorse. Reflect this approach in all your marketing content – traditional or social media.

What you need to learn about marketing is what you mostly already know.

SMBs: Stop Ignoring Google Plus!

Google Plus Logo CollageGoogle+ is DEFINITELY gaining ground.

If you haven’t taken the time to explore the beauty, versatility, and content quality of Google+, you simply don’t know what you are missing and you are paying too much attention to old information.

IMHO, G+ is the perfect blend of Facebook, Twitter, YouTube and Instagram rolled into one.

That’s not to say they will fade away, but much of what is missing in those singular platforms is all rolled into one at G+. Add the bonus of increased rankings with usage and you have a win-win.
Start playing with it… there are plenty of YouTube Videos that can get you acquainted. (Hello- YouTube is a Google product…!)

Google Plus Just as Popular as Twitter in U.S., Study Says  And has more visitors than Instagram, Pinterest 

Update: You are invited to our brand new Google+ Community for small business owners and managers: http://bit.ly/SMBSmartMarketingTalk

Facebook Tool Tip: Scheduling

One of the best reasons to schedule posts is to space them out.  And since one of the most common questions I hear from small business owners and non-profits is “How often should I post?” rather than give you my annoying and potentially evasive answer, “it depends,” I thought I’d show you how to schedule.

Let’s take an example. A particular non-profit I help has a lot to say on a regular basis. Their fans are willing followers and hungry for their posts. You might think it convenient (and potentially, but erroneously, you think it’s more efficient), to post all at once. Your thinking might be:

You: “Yup – that’ll get their attention. They can’t help but notice my posts if I send out a stream of them!”

BUZZER! Wrong answer.

If you were the only one posting, that might work. But once you start crowding the feed with your posts, you become a great candidate for being shut off (fans un-checking “Get Notifications”): see image.

Get Notifications Option on Facebook

Why would anyone uncheck the option to Get YOUR Notifications (how dare they!)? Because now you are DOMINATING their feed! How Social Media-ly rude!

How can you post more updates without crowding everyone else out of the feed? Scheduling. No you don’t HAVE to use Hootsuite, Sprout Social or any other management tool (although if you schedule a lot, it’d be a good idea).

Facebook added the scheduling tool a long time ago, but some of you (ok, really, a lot of you) page owners haven’t noticed.

Here’s how to schedule your post -

And in case, later you realize you screwed up, I’ve included how to go to the activity log to edit, reschedule or delete the scheduled post.

Facebook - How to schedule a post

And here’s how it looks in your Activity Log:

Facebook - How to edit a scheduled post

You’re welcome :-)