Every business owner hopes to find that perfect time to post on social media that will get them seen by the most people. Reach (views) equals awareness which can equal profits, after all.
In the quest to find the best reach, business owners inevitably find seemingly helpful articles that promise the secrets of “the best times to post on Facebook”. Or Instagram. Or Pinterest.
And it’s all BS.
That’s not to say that the data is incorrect in those articles. By doing some research, you can indeed find when most people are using each platform concurrently. The problem is that your ideal audience isn’t the whole world.
Sure, you may think that everyone in the world could use your product or service, but the truth is that really only a small fraction will want and need it enough to purchase it. So the trick is to post when the most people who are likely to buy your specific thing are online. That small but important distinction can mean the difference between creating a buzz and hearing nothing but crickets.
“Should I boost my Facebook post?”
I get this question asked of me at least weekly by a small business owner. It tells me that business owners are looking for a way to promote their business on social beyond just regular posting, and the “Boost Post” button looks like an alluringly simple way to do so.
While boosting on Facebook is almost always the wrong way to go about promotion (just say no!), you’re on the right track. There are many reasons why social media advertising is becoming a trend among small business owners, and it’s not just because over $3 billion of purchases can be traced back to social media each year!
If you’ve been on Facebook in the last month – and let’s face it, who hasn’t? – you’ve been getting notifications from friends and pages you follow that they are “going live”. As a small business owner, you might have been curious about how this could work for your business. Let me just tell you, the way it is currently set up (you know things change around Facebook daily), it is marketing gold.
Here are three reasons you need to use Facebook Live to promote your business today:
This new social media platform is creating quite a wave. Anchor stepped on the scene as “radio by the people” and already has a loyal following.
Periscope and Blab have taken the social landscape by storm by producing real conversations in video format. Anchor is ready to create the same conversations in the audio space.
How it works:
A post is a 2-minute voice recording called a wave. Others can reply to those waves with their own 1-minute reply. What happens is long and interesting conversations that have the personal element that only voice can bring.
We are now 12 days into the Instagram Experiment. In Part 1, we talked about how I created an Instagram strategy for Clique, our goals, how we are positioning our profile, and the process of posting. This week, I thought I’d break up specific tactics individually. This post is about growing our Instagram audience.
Instagram Follower Growth
Like I said last week, we started out with 68 followers. I want to grow this following so that our posts show up in more people’s news feed. But I want to do this very strategically.
One of my favorite quotes from Little Women is “You don’t need scores of suitors. You only need one, if he’s the right one.”
This is also true with followings on social media. The numbers don’t really mean anything. You can buy 10k followers on Instagram tomorrow, but you’ll never see a single sale. Instead, we are going to grow our audience slowly and selectively to maximize the chance of forming a relationship with them and having them visit our landing page.
Luckily with Instagram, finding the exact people we want to connect with is easy through hashtags.
We have many resolutions for Clique this year. Or are they goals? Or line-items on our To-Do list? Whatever you want to call them, we have some serious plans.
But, while we are working to achieve those big things, we also wanted to make some small changes too.
For example, we wanted to create a new free list of top tools to help business owners, marketers, and bloggers create, curate, and schedule social media posts. Finding content to post is something that we get asked about regularly, so it’s about time that we come up with a simple answer that we can point people to. So, the first week of the new year, we created the list of our fave tools. You can grab it here. So, the first item was checked off the list.
But then I wanted to do something a little bigger. Something that we’ve been talking about for a while, but never had the time to devote to it. So, I chose Instagram.
We’re not newbies to Instagram by any means, but our page has been greatly lacking. Managing others’ Instagram profiles has caused us to neglect our own. We had only posted three times, and were using it more as a name placeholder than anything. But, 2016 is the time to change that. And we would like to show you the progress as we go.
Connecting with audiences is hard… really hard. You’re trying to connect to a customer base personally from behind a computer monitor.
We know, it sounds impossible. But we have good news—it’s not.
These brands have nailed social media using different tactics. We’ll walk you through their strategical social media posts and explain how to replicate them for your own brand.
In the world of social media, video is leaping its way to the forefront. Target recognized this, and decided to push the envelope with their video ad experience.
We don’t use the word “experience” sparingly: What Target debuted recently was an immersive customer journey utilizing 360i technology. The Minnesota-based powerhouse retailer released their “The House on Hallow Hill” ad set mid-October. The video starts with a first-person view of someone taking a photo of a haunted house, and consequently a raven ends up stealing the phone and heading inside the home with it.
Then, the viewer is prompted to go inside (this in and of itself is a brilliant move, considering how attached people are to their phones these days, so it’s inevitable that the viewer will follow). What happens next is the exciting part—the viewer can choose which room they want to enter from various options to see where the raven is hiding.
Your social media strategy is in place. Your Facebook posts are relevant to your target audience. You have regular conversations on Twitter. You’re seeing increases in website traffic, followers, mentions, and shares. Even your email list is growing by leaps and bounds.
But sales? Well, those are pretty stagnant.
Before you delete your Twitter account and announce that all the hype about social media is totally wrong, you first need to see what’s happening in the “decision step” of your customer journey.
Your social media can impact every aspect of the customer journey leading up to and after the purchase: introduction to your brand, letting them get to know your brand and what it stands for, creating a conversational relationship with the customer, helping raving customers spread the word, and grow brand loyalty. But that tipping point in the middle that convinces your customer to buy RIGHT NOW, well, that usually falls outside of social media and into that “decision step”.
“I would use Twitter, but I get so overwhelmed by the feed that I just give up.”
I hear this so often from business owners who know the power of Twitter to connect them to potential clients and influencers, but can’t make it work for them.
Well, there is an easy solution to the problem. It’s a simple, secret weapon against Twitter feed overwhelm.
It’s called the Twitter List.
Intrigued? Watch this tutorial to see how to set up lists to organize your feed and get strategic about your Twitter interactions.