*This content was originally shared on January 18, 2018 with business owners on The Seasoned Marketer email distribution list. To receive my most recent content, join the email list here: Add me to the List
What makes a home? Is it the square footage or the neighborhood? Is it the neatly manicured lawn or having everything in it's place? Of course, I ask you these questions knowing that it's none of these things...
A 'home' is made by the people that live in it. It's the laughter, the dancing, the memories that are created in the house...no matter how big or small...how neat or messy...and whether they even have a front yard.
A house by itself does not make a home.
In the same sense...having a social media account does not make a good social media strategy.
Using Facebook and Instagram will not automatically gain you followers, and most importantly it will not guarantee you sales. A good social media strategy is made by the relevant information you share with your audience and the relationship that you build with them over time.
So, what are three things you should know about using social media that will help you turn your social media 'house' into a 'home'?
The 80 / 20 Rule
This is considered the golden rule for any marketing or advertising professional: 80% of your interactions (whether through Facebook or Instagram) should focus on educating and engaging. Only 20% should be self promotion. That means out of 10 posts, 8 should be sharing information, tips, tools or tactics or somehow engaging your followers and only 2 posts should be sales focused. The reason? People buy from those they know, like and trust - and that is what your social media should be geared towards...building a relationship with your followers.
People love people!
According to Sprout Social, a communication platform for businesses, people love seeing faces. How much do they like it? Well Instagram photos with faces get 38% more likes.
"But Vivian, I cannot take another selfie!"
Don't worry, you don't have to! Consider using creative photos of your family and friends as well. You can incorporate the products your selling or you can use it as an opportunity to give them a glimpse into your life.
Video is King.
Depending on how schooled you are with social media, this next tidbit of information may come as quite of a surprise to you.
Not all of your posts are being seen by your followers.
Why? One simple word: algorithms. Over the last 2 years, Facebook has made it a priority to compete with the likes of Youtube. Think about all of the videos that you now see flooding Facebook - it is by design. Facebook has changed it's algorithms to reward users that upload more videos. They simply do that by prioritizing content that is video on our newsfeed. My recommendation is that you start experimenting with video...and not just videos that you upload but Facebook LIVE video.
According to Neil Patel, one of the top ten marketers, “People spend more than 3x more time watching a Facebook Live video, on average, compared to a video that’s no longer live.”
Yes, it's scary but it's effective and it provides you with statistics to see how many viewers were watching.
I challenge you to try and implement one of the three suggestions discussed above. Watch and see if it helps with your social media engagement, but don't forget that just like any strategy...the pay off may take a little bit of time.
Feel free to share your experience with me, I can be reached at firstname.lastname@example.org