We can not ignore it, social media marketing is a huge part of business. However, businesses are constantly being challenged or frustrated with social media marketing due to:
- how best to use and optimise the platforms
- getting traffic to the website platforms
- turning followers into customers.
I checked out my google ranking – Position 2 on Page 1 for my business. I did it!! Yes, and it didn’t cost me a single $.
Over the last few months I, no doubt like you, have received many inquiries from SEO ‘specialists” who promise to increase traffic to my website etc. Every time I’ve emailed back, saying I’m interested but can they provide more detailed ROI (Return on Investment) data. Not a single response back.
I don’t really care about 200,000 people visiting my website – what I really want to know is the conversion.
Invisible people and organisations collect business cards and social media likes, visible people and organisations network with purpose
Do you want to collect 200 business cards as a measurement, or collect 200 cards and convert 10% to clients? There’s an enormous difference in these two measurements and the actions involved.
In addition, the SEO specialists are spruiking to everyone in my industry so am I really going to be ahead of my competition? Again I’ve asked for more data/measurement on this – I’m still waiting.
Most businesses don’t have metrics in place for their social media marketing. According to a Telstra survey in June 2015, 36.6% said they don’t have set KPI’s in place yet and only 7.1% measured sales opportunities tracked in social media.
Don’t you think it’s strange to start something that you are hoping will grow your business without some type of strategy in place first?
In the same survey over 90% respondents struggled with the consistent time commitment, relevant content, writing for specific audiences.
There is a place for social media in business, the same way there is a place for non-digital client marketing. For those in client focused and service industries do not lose sight on the importance of human as well as digital to ensure visibility with your clients and network.
Whatever method you decide, make sure that the output and investment time is measured.
Digital disruption has not always been good. It’s taken us on a fast-paced journey where we have forgotten about some of the basic principles for a successful profitable business.
To be part of your growth strategy, ask yourself about your social media marketing:
- Where is the fit with the overall business strategy?
- How is it relevant?
- It is a reference on you and your business. Your social media (Linkedin, facebook etc) must be up-to-date, smart, relevant and demonstrating the culture and values of your firm.
- How does this support your UVP?
- Social media is part of your strategy, not the only strategy – make sure you allocate the right amount to resources.
- Before you engage an SEO/Social Media specialist, ask them to demonstrate measurable ROI’s that mean something to you, your business and your growth.
As a fellow business owner looking to grow my business quickly whilst maintaing a high degree of integrity to the content and my reputation, I do embrace the digitial disruption. I look at social media the same way as any other investment in my buisness. The return on investment far outweighs the cost of investment in any decision I make.
A final point
If you can’t measure your social media marketing, you can’t understand it. If you can’t understand your social media, you can’t control it. If you can’t control it, you can’t improve the outcomes or relevance.