One of the biggest challenges of social media marketing is the constantly changing landscape of sites like Facebook. While it’s clear that social media is now a key component of the Internet and is here to stay, that doesn’t change the fact that individual sites are continuously changing everything from design elements to their core functionality.
Whether a site makes a change because they want to provide a better experience to users or simply because they’re trying to make more money, what matters to you as a social media marketer is staying on top of these changes and knowing how to adapt your strategy. Since Facebook has made algorithm updates a frequent practice, let’s take a look at four ways you can prevent even a major update from derailing your social efforts:
1. Don’t Put All Your Eggs in One Basket
Just about everyone who’s involved in social media marketing understands the importance of having a presence on all of the major sites. However, the reason this topic is at the top of the list is because it’s far too easy to focus most of your efforts on the site that’s working best. So while it makes sense to take full advantage of Facebook if that’s the network that’s generating the best results, that doesn’t mean it should come at the expense of staying active on other sites.
2. Emphasize Cross-Promotion
This ties into the previous topic. As part of your social media management efforts, not only do you want to ensure you’re not fully reliant on just Facebook, but you should also actively work to engage users between multiple social networks. Additionally, cross-promotion can include other online efforts like advertising, as well as offline efforts such as TV ads.
3. Fully Optimize Performance Efforts
The majority of businesses that have a presence on Facebook have seen the number of impressions they receive on their posts decline. While that’s frustrating and is definitely something that needs to be thought about, it doesn’t mean Facebook is worthless as a business marketing tool. The key is to dig into data and see what content has historically driven engagement, clicks and sales. Then using this information, future content efforts can be fully optimized to drive the best results.
4. Make Email a Priority
Over the last year, a significant percentage of businesses and marketers have realized the value of fostering strong email relationships. Since email is a very powerful tool for connecting with prospects and ultimately driving sales, it’s important to think of ways that driving email signups can be integrated into social marketing efforts. By getting creative with tactics like contests, businesses can successfully harness the power of social media while still taking ownership of their relationships with customers in the form of collecting email addresses.
While there’s no denying the fact that Facebook can present some social media marketing challenges, as long as you make the right investments in Facebook marketing training and follow the advice we covered above, you won’t have to worry about an algorithm change completely derailing your efforts.
When marketers talk about the power of Twitter, what they’re really talking about is the power of people. One of the key lessons of Twitter training for business is that you need to use this platform to target the right people. Although you can drive a lot of traffic without the right targeting, the majority of that traffic isn’t going to be people who are likely to become customers. Continue reading
Web development skills are very in demand right now. Whether you’re in the process of learning how to be a developer or you are an experienced developer who wants to keep your skills as marketable as possible, here are the ten most important things to know:
If you’re using Twitter for business, you likely want your Twitter activity to generate new leads. While there are other reasons that using Twitter can be beneficial to your business, it’s definitely possible to translate this activity directly into targeted leads. To make that happen, here are the five most important strategies to follow:
Have a Clear Funnel
One of the most common mistakes that businesses make is diving into using Twitter for business without first creating an optimized sales funnel. When businesses assume that people are going to find them on Twitter and then make a purchase, they end up being disappointed with their results. Since Twitter business marketing usually involves reaching people earlier in the buying process, you need a funnel that can properly nurture those leads.
Eliminate Conversion Obstacles
The best way to take someone from just a Twitter follower to a lead is to get them on your email list. To maximize the likelihood of that happening, be sure to remove any obstacles that may currently exist in the conversion path. Whether it’s a form that’s not prominently displayed or a weird message that comes up after someone hits the submit button, be sure to test your process so you can identify and fix any bugs. You should do the same for the conversion path that leads up to someone making a purchase.
Know the Value of Soft Leads
Just because someone isn’t ready to make a purchase in the next few hours or days doesn’t mean they’re not a quality lead. Soft leads who are interested in your business but not currently in buying mode can still be very beneficial. The key to making the most of the soft leads you attract with your social media marketing strategy is to have the right processes in place to build a relationship with them.
Take a Different Approach to Social Media Leads
This ties directly into the previous best practice. A common mistake is to begin aggressively pitching subscribers shortly after they sign up for an email list. Since that’s going to lead to more unsubscribes than purchases, a better approach is to consistently provide value. By sending out emails on a regular basis that people really want to open, they’ll be primed when the right opportunity comes for you to pitch a sale.
Track and Adjust
It’s worth your time to at least outline the Twitter marketing strategy you plan to follow. But while that will give you a good starting point, it’s not something that needs to be set in stone. Since the best approach to Twitter business marketing is one that adapts over time, you should regularly review how well your efforts are performing and use this data to help guide any adjustments that need to be made.
By following these Twitter optimization strategies we covered, not only will you be able to use this social network to increase awareness about your business, but you’ll also be able to bring in new potential customers on a consistent basis.
Could you benefit from a better social media marketing strategy? Web Strategy Plus offers a free quote or consultation to help you identify the areas of your marketing plan that need improvement. Learn More
Responsive web design makes it possible for a website to look and function just as well on a mobile device as it does a desktop computer. Responsive design accomplishes this goal by combining a flexible grid, flexible images, and CSS3 media queries & screen resolutions. The consistency created by responsive design offers the best possible experience to users.
As with any type of web design, it’s important to follow best practices in order to create a great responsive site. Here are the six most important responsive design guidelines to follow:
Advances in web development have completely changed the way that applications can be delivered to users. Instead of needing to download or install anything, users can simply log into a web application and begin using it within seconds.
While this capability has made it much easier for people to start using the types of apps that they need for work and personal purposes, easier access to apps doesn’t guarantee a better experience. In order to create the best experience when people start using an app and continue doing so, there are some important rules that need to be followed.
If you want your web app to make users happy and continue attracting more, here are the six web application development secrets you need to know:
Creating quality content is no easy task. Whether you do it yourself, have employees handle it for you or contract a firm to create it, creating blog posts and other types of content that people actually want to read takes a lot of hard work. Because of the work involved in creating great content, when you publish it, you want to ensure that as many people as possible see it. That’s where social media marketing comes into play.
Although some people believe that great content will magically get exposure on its own, even the best content requires a push. When content isn’t actively marketed, it’s never going to get as much attention as it would if it were. In terms of what to focus on with your social marketing efforts, shares are a very good metric.
More franchisors are realizing that not only is social media a powerful tool for promoting their brand, but it can also be very effective for local franchise marketing when owners know the right way to market through these platforms. As a result of this realization, many franchise operations are making significant investments to help train and educate their owners about using social media for local franchise marketing.
Whether you’re a franchisor or the owner of a local franchise, if you’re interested in learning more about social media marketing, let’s take a look at how to get results, social media’s role in PR and how to measure the effectiveness of a social strategy:
The simple answer to this question is yes. To elaborate, the reason franchisors should definitely use LinkedIn to help recruit new franchise owners is because this platform makes it surprisingly easy to find and connect with highly qualified potential owners.
Since LinkedIn can be a real goldmine for franchise recruiting, let’s take a look at six tips that will help you get the best results from your efforts:
A common misconception about copywriting is that in order to write anything, you either need to have been born with a ton of talent, or have honed this craft over years of hard work. While it is true that there is a lot of value in working with someone who does have that level of talent and skill, that doesn’t mean it needs to be impossible to create any work on your own. Whether you want to add a few landing pages to your website or wish you could assign this work to a member of your team, there’s no reason you have to feel about intimidated about doing exactly that.