Would Your Followers Be Disappointed If You Stopped Your Social Media?
The key to effective social media marketing is the exact same as the key to effective content marketing: providing value.
Unfortunately, this is something that a huge number of businesses have absolutely no idea how to do and that results in some very poorly managed social media.
Take a look at the social media pages of your typical local B2B companies and you will find that they tend to post some rather uninspiring and vapid statuses and posts. You’ll see things like:
“Find out why our contact management solution is the best in the business!”
“Order our EPOS system today to start serving your customers better!”
This is nothing but blatant self-promotion and not even interesting self-promotion. Ask yourself: why would anyone be interested in following that? What are they gaining by reading your posts?
One of the single most important questions to ask when looking at your social media or your content is: would you read it? If not, then you need to do something to make it more interesting!
That means that your social media now needs to provide some kind of purpose for the viewer. It should be interesting, it should be entertaining, it should be useful or it should be inspiring.
Inspiring social media can work particularly well. Take a look at Instagram and you’ll find lots of accounts filled with people wearing stunning clothes, posing to show off their rippling muscles, or even just showing of their wealthy lifestyle. Then there are the travel accounts with lots of pictures of beautiful mountain ranges and sunsets.
Why do these work? People because see those channels and they feel inspired – they live vicariously through them and they enjoy daydreaming about having a life like that! They know that if they follow that account, then they’ll be shown many more similarly inspiring posts and they can continue to live the dream.
And guess what? When you then promote a piece of clothing or an ebook on how to get fit, they listen.
Examples of popular Facebook pages are things like ‘IFL Science’, which posts links to articles with some really eye-catching titles and gets tons of likes and tons of shares as a result.
The best Twitter accounts are the ones run by personal brands and that let fans feel as though they are really getting to know them with insights into their daily routines, with jokes or with insider tips.
Want to make a splash on Pinterest? Then how about creating a board to show off life hacks? Or to demonstrate great outfit choices? Or workout inspiration?
The aim again is to provide real value and the way to know if you’re doing this well is to ask yourself: would people be disappointed if you stopped posting to your account? Not just your blog – but your social media channels?
Your social media needs to be able to stand on its own two feet and be something that people enjoy in its own right. That’s how you gain followers and shares and that’s how you get people to visit your site and buy your products.
Once again, from there the key is to post regularly and to be consistently on-topic. Don’t create a blog on fitness but continuously post on social media about your love of gardening or people will get tired and they’ll leave.
How frequent should this be? Ideally, the more frequently you post the better. Several times a day is generally recommended, especially since sites like Facebook will only show each post to a small percentage of your followers.