Over the years, there has been an influx in individuals selling local businesses an endless amount of information that is half true or skewed towards their agenda or sale quotas. This article however is the opposite. Below are just a few observations, strategies, and ideas to help your business or brand identify the weaknesses in your current social strategy, and ideas to help improve and succeed. Keep in mind that social media changes and it changes often, but I believe their these points will carry over for years to come.
I am going to focus on the essentials first. The basic stuff. The building blocks of any social media marketing strategy. Why? Because it is the most important and if you fail here, everything else is going to fail.
First of all, there is one principle you have to understand. People will follow you on social media only and only if they can get some value from that. They have to benefit from it.
People won’t follow instagram & facebook accounts to see ads and constant self promotion. I have seen a good number of accounts that are basically ads and I would venture to say you have as well. Joe or Jane won’t follow you, or be interested in your business if you only upload pictures of the stuff you are selling. You need to bring value to the table.
You have to interact with people. You need to reach out. Most people want to put $300 in Ad’s and make $500 as a profit, scale it like crazy and be rich by the end of the year. Well, it’s not gonna happen, at least with low entry markets, even IF a “guru” told you how easy it could be.
You need to talk to people, follow them, send DMs complimenting them, etc. There are dozens of possible customers a day, and thousands of possible customers a year. Sure, if you’re Apple of Coke you can skip this part, but if you are just starting out this is the cheapest advertising you will ever get, so make it count!
What Are Your Doing It Wrong?
Content is king is what most people say. Wrong. With the new algorithm of instagram what matter is quality content. If you upload boring photos/videos/stories they get buried pretty fast. Instagram looks at the amount of people who just saw your post and how many engaged. Boring or self promoting post? Say goodbye. What’s worse is that if you keep posting terrible, repetitive, boring content, their interest in your brand will slowly degrade over time until you have absolutely no engagement .
It is preferable to post 4 super quality times a month versus 15 terrible posts which is what most fly by night “marketing” companies will do for you. Some sales guy telling you “we will post for you 4-5 times per week: should be a red flag. How is a company 1000 miles away that doesn’t even know you or your neighbors, going to effectively create content that is going to resonate with your potential customer base?
It’s all about quality over quantity people, but if you can increase quantity while maintaining quality, you’ve found the magic touch.
That’s why it is also a super bad idea to buy fake followers. Just don’t do it. It’s simple math. 1 millions followers with 100 likes per post is MUCH worse then 1000 followers with the same amount of likes.
Why Most People Can’t Sell Effectively.
Most people can’t sell effectively because they haven’t thought their social strategy from the bottom up. Most people follow what “gurus” says to the letter but all businesses are different. You cannot do the same strategy for a B2B company who sells $2,000 and expect it to work on your sock company.
There are certain products that work best with influencers and some other works better with ADs, you have to test and most importantly, you have to think. IE: Super cute coffee mug with stylish, interesting design is gonna sell way better with a model influencer than a vegan mattress would.
Most importantly, you have to create a story and sell it. Give meaning to your product.
I love the marketing behind BulletProof coffee. I mean, It’s coffee with butter, Yet, their strategy was on point. They hired a bunch of productivity and motivational influencers, fabricated a Himalaya story, and made a 10/10 execution. Now they are swimming in money. There are endless amount of companies that has popped up over the past few years that offer mediocre products but absolutely kill the branding and influencer game.