You probably already know social media is a valuable tool for promoting your business. If you don’t already know, I plan to convince you.
How do I plan on doing that, you ask? Simple. I’m going to tell you how I’ve set up my social media accounts to draw traffic to my site.
But first, a little background. In the B2B space, we always hear SEO is the big thing.
“Just make sure the SEO’s taken care of and your site will get plenty of traffic.” That’s what the conventional wisdom says.
There’s nothing wrong with SEO. Take my word for it. I’m a content marketer. You’ll never hear me say a bad word about SEO!
But social media does just as much good. It gives you another set of tools for drawing targeted traffic. Targeted traffic turns into targeted leads. Targeted leads turn into clients.
So let’s assume you’ve already got your SEO set up. What can you do about social media?
You’re going to have to come up with your own strategy. But I can show you mine.
So let’s go.
I cast a wide net with Twitter.
Twitter is the outer limit of my marketing funnel. It’s where I stick out my feelers to pick up on current developments. I also try to make as many contacts with as many people as possible.
Twitter is all about casting a wide net. You don’t want to focus too much on any one fish.
- I post my own material (including links) twice a day.
If I’m on a social media site, I need to post my own material.
I have to demonstrate my value and uniqueness to the world.
Simply having the account is not enough. I have to use it regularly and keep track of developments.
- I use hashtags.
If you’re not using hashtags, you’re limiting yourself.
But slap a hashtag on a post (say, #ContentMarketing, anyone?) and you’ll expand your reach to anybody with an interest in your topic.
- I follow people back.
If you follow the people who follow you, other people will notice this and they’ll be more likely to follow you.
We can argue about the merits of this all day. There are pros and cons here.
But the short version is that this is part of why Twitter is “the wide net.”
- I retweet frequently.
When I retweet, every once in a while I find somebody who will trade retweets with me.
This is important!
The more of these people I find, the more I can amplify my reach beyond my own personal followers.
- Overall strategy: I try to draw as much exposure as possible, so I can filter that exposure to the other social media sites.
Once I’ve got a nibble, I post a link that takes my Twitter audience to LinkedIn and/or Facebook.
The people who follow the links have expressed an interest in hearing from me.
This way I draw targeted leads to the next level of my funnel.
- I post more targeted material here.
LinkedIn and Facebook are where I put the really good information my targeted prospects will be interested in seeing.
The people I’m most interested in contacting will self-select by making a habit out of interacting with my posts.
The more likes and comments a post gets, the more successful it is.
- I get to know my prospects as individuals.
As I comment on the posts of others (and especially as they comment on my posts) I get to know my prospects’ concerns, both as individuals and as a group.
I also get the chance to build relationships in my professional community.
- I greet everyone who adds me, and I do my best to get a feeling for their needs.
It’s important to be personable on social media. (It is social media, after all.)
The more people you interact with, the more you’ll know what your ideal customer needs.
And the better you know that, the more you’ll be able to meet those needs.
- Overall strategy: I try to be social and start conversations.
I produce content worth reading.
Of course, it seems a little arrogant for a writer to claim his work is worth reading. But that’s the goal.
I work hard to produce content that gives value to my visitors, because I know that only quality content will serve my purposes.
- I make sure it’s worth sharing.
What makes content worth sharing?
Content that’s worth sharing is content that gives you value.
It lets you learn something you need to know.
It shows you a different way of looking at the same old things.
I do my best to make my content worth sharing, because only content that’s worth sharing gets shared.
- I make sure it’s worth commenting.
Content that’s worth commenting on is written in a unique voice.
It has something to say.
It invites conversation.
It asks the reader to reach out and respond.
Remember: content marketing is about starting a conversation. Do all you can to make that happen.
- I make sure it’s worth subscribing.
This means my content isn’t just a one-time thing. I show up with my best work, week after week. The more content I put out, the more I learn. The more I learn, the more my knowledge is worth to readers. I’m making a treasure for my prospects to find.
- Overall strategy: I make sure my content is relevant to my audience.
I create a repeatable process to maximize visits to my site.
Now that I’ve set up the basic outlines of the funnel, I turn it into a process.
That means tracking the important metrics and learning how to maximize them.
It means identifying every problem and learning how to solve it to the best of my ability.
- I take measurements and set goals for growth.
The key is to identify the metrics that directly line up with your goals.
For example: if you’re using Twitter to cast a wide net, the most useful metric is the number of views of your posts.
- I optimize my social media content.
Now that I’ve got some data and I’ve done some observations, I can do A/B testing to find the types of content that perform best on each of my social media platforms.
This allows me to set ever-increasing goals so I can eventually set a pattern of continuous growth.
- I optimize my site content.
As I produce more and more on-site content, I form a better idea of the kind of content my audience needs.
To a degree, I can even do testing on this. But certain types of content will consistently perform better than others.
I’ll know to produce more of that content and less of the stuff that doesn’t work so well.
- Overall strategy: I always have something I’m trying to improve.
The most important part of this process is to set the right goals and use the right metrics. If I choose the right problems, I keep myself on the right track throughout the promotional process.
Of course, this is a complex strategy and an abstract post like this hardly scratches the surface of what the actual execution looks like. But it should get you thinking.
Let me know if you have any questions or concerns about social media. I’m always trying to tailor this blog to your needs, so I’d appreciate the help.
And I know some of you don’t like to post publicly, so feel free to contact me by email at firstname.lastname@example.org if you’d rather do it that way.
Good luck, and good copywriting!