Social media is getting more complex by the day, (we know, we do this for a living!) so how on earth can you know what social media results you should be getting for your business? Especially in a time when you can hear different opinions from so many people – and they all seem to know what they’re talking about! Or do they?
Hey, we live in a time that is unprecedented. We use language that includes words like tweets and bots along with acronyms like FOMO and just when we think we’re getting a handle on it, the algorithms change and we feel like we’re back at square one.
Yep, welcome to the chaotic and exciting world of Social Media, babe. And it’s here to stay.
Not long ago, it was considered an advantage for a business to be on social media, now it’s a disadvantage if you’re not.
Your customers are out there searching – and yes they search on Facebook and Instagram for businesses now too, not just Google. So if you’re not coming up with the trending hashtags or the latest keywords in your captions, or connecting in the way they want you to, they will find your competition first.
Social media marketing is an art and a science. It’s no longer about putting up pretty posts.
But it’s also the most incredible, cost-effective marketing platform we have ever had in the history of business.
Before I start talking social media results, let’s think about its future – namely Facebook and Instagram (the two platforms where you must have a strong presence, unless your target market is, like, 12).
Your platform is just a small part of your social media marketing mix now – which is why it’s essential to have it working well. Facebook is now favouring groups on the newsfeed and the messenger app now has chatbots, which is a whole new concept in marketing – and this area is growing so fast it looks set to become a new norm. Your business page is still essential but it will become your foundation, if you like, of your social media marketing mix, rather than your ‘main thing’ as it has been in the past.
And don’t worry what your business page looks like right now. It can be changed. Hey, and don’t even worry if you haven’t got a business page – but damn-well get one fast!
Look, we recently started a brand new Facebook page for a construction company. They really didn’t love social media from a personal perspective, so outsourcing was their perfect answer.
‘Just do it,’ were their instructions. Music to our marketing ears.
They knew they had to be in the game. So, we set them up with Facebook and Instagram.
But hang on, let me quickly throw some stats at you.
In Australia and New Zealand right now, about 79% of the population are on social media and a whopping 59% are on social media every day… and up to five times a day. Here’s another interesting fact – only 47% of small businesses are using social media for marketing.
Only 47 percent?! Hmmm, an opportunity for you maybe?
Anyway, Facebook has almost 1.5 billion daily users with 15 million Aussies and 3 million kiwis – yep, that’s daily.
Instagram is pretty hot at 500 million daily users with 9 million Aussies and 1.2 million Kiwis.
Not too shabby, huh?
Oh, and here’s one great thing about Instagram. Your page, at the moment, will most likely get double the engagement that Facebook does.
For those of you still not convinced you have to be on these two platforms – 64% people say they will trust a business that interacts positively on social media. Sixty-four-percent!
That’s massive, right? (By the way, ‘interact positively’ does not mean just putting up your products or services – that’s called a catalogue, babe, that’s not considered interacting).
Anyway, back to our construction client. This is where we learned that the number of followers you have can be a vanity metric. In other words – a statistic that makes you feel good. A metric you can boast at your business network meeting that you have 6.5k followers, but it’s kind of meaningless unless your engagement is high. Engagement is all that truly matters.
Our construction company has a very low number of followers. But their engagement is up at around 19 – 25 percent. Best of all though, they are now getting more leads than they ever have in the past and the company is growing.
Now, I’m going to throw in a curveball.
Sometimes measuring engagement is hard to indicate your return on investment too.
We have had numerous situations with our clients, where they’ve received new customers from social media – and the new customer admitted to not following their page or liking a post BUT, they walked in, phone in hand, showing them the post that made them become a new client.
So what the hell do we measure then? What social media results should we expect?
Firstly, you have to be there because your social media walls and pages are your new walk-bys. They’re your yellow pages, your ‘behind the scenes,’ a place where your visitor can see who you are, what you stand for and do you look nice?
This is important before they ever consider doing business with you.
Do your visitors get this from your page? Are you being YOU? Can they see who you are, what you stand for? Oh, and do you look nice?
This is the first measurement every business must focus on. Before you even consider measuring the sales.
You might like last weeks blog: Business Problems – Those 2am Moments When you Think…WTF?!