Gone are the days of social media marketing not being quantifiable. Today’s marketers are finding innovative ways to measure how effective their social campaigns are. And they are no longer just limiting their efforts to social media marketing, they are also seeing it as part of their customer relations responsibilities. Let’s take a look at some of the latest game changers in social media and how you should be making changes to your strategy this year.
More Is Always More
By more we refer to effort and success. The latest figures from Social Media Examiner’s sixth social media marketing report prove something we have always known: the more you put in, the more you get out:
By spending as little as 6 hours per week, over 66% of marketers see lead generation benefits with social media. Nearly half of those who spend at least six hours per week on social media efforts saw a benefit of reduced marketing expenses. More than 58% of marketers who have been using social media for one year or longer improved search engine rankings.
What it means is that your first few posts might not be best sellers. In fact, you might not get a response at all, but if you expect great results you have to invest the time and effort. And we’re talking dedicated hours every week, at least for a year.
Facebook Is Not Dead; It Is Evolving
Despite concerns that Facebook is no longer growing as fast as it used to, the new layouts have been applied for Facebook pages. And despite criticisms that businesses are being forced into paid advertising, Facebook has spoken out and said it is not monetization pushing this trends, rather the amount of information being syndicated on the network. By way of explanation, there are approximately 1500 posts or stories,
That could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on. Facebook’s News Feed is designed to show the content that’s most relevant to each individual, rather than showing people all possible content. Of the 1,500+ potential posts that a person could see, News Feed displays approximately 300.
So, we know that the channels are still popular and that other marketers are still seeing results so what can you do to get more success? Well, what about applying some social media best practice techniques? Demian Farnworth investigates a popular copywriting technique that can be applied to social media channels:
Take the Problem-Agitate-Solve formula for example. The formula works like this: Identify a problem, Agitate that problem, Trot out the solution, Its applications are endless.
So rather than just applying the problem-solution technique, or just stopping at identifying your target audience’s dilemma, you actually need to aggravate it a little before you offer to solve it. If you’re selling IT solutions, why don’t you ask your target audience why their Internet connection is so bad? Ask them to work out how much productivity they are losing out on. Magnify their problem for them – because, unless they feel like the circumstances are bad enough, they are not going to feel motivated enough to do anything about it and finally consider purchasing your solution.
Of course, this rule doesn’t only apply to your own self generated content. It should also be applied to the content you are assessing to determine if you should share or post it your own wall. If it passes this test, it is very likely to be successful and effective at selling to your social audience.