Last summer I was lucky enough to be in San Francisco with my family celebrating my brother-in-law Michael’s wedding. It was perfect. We spent the weekend on the Russian River with friends and family. Lovely. When the wedding was over, my family spent a few more wonderful days exploring San Francisco. One morning over coffee, my new sister-in-law Laurie who had her laptop opened, turned to me and asked me:
“What do you think about Linkedin endorsements?”
My knee-jerk response was:
She seemed relieved that I had said it, and we both went on a rant why we think they suck. I thought I’d share our thoughts with you because I think Laurie is super smart, and she and I can’t be the only ones who feel this way.
For this weeks blog, I want to help you avoid making some of the most crucial Social Media Mistakes when it comes to marketing your business online.
1. Hard Selling on Social Media
With the way online marketing has changed, the way businesses advertise also has to change. The hard selling “buy this now” through social media will no longer work. Unless you show an interest in what your customers want, your customers won’t buy.
2. Creating Social Media Accounts for fun
One of the biggest social media myths is that you need to have an active social media account on every single social platform and that isn’t the case. You need to do your research and find out where your customers “hang out” and only target those networks and make sure you stay consistent with your brand across these networks.
Many brands are moving away from metrics that purport to measure social media as a direct sales driver.
Instead, they're moving toward new metrics that evaluate social media strategies in terms of audience-building, brand awareness, and customer relations.
In a recent report from BI Intelligence, we look at the no-frills but powerful metrics that social media managers and analytics companies are focusing on, we explain how the end of the vogue for ROI has not meant a pullback on social media budgets (in fact, social media budgets are ballooning). And we dig into some of the misconceptions and misuses surrounding the more common reach and engagement metrics popularized by Facebook Insights, the built-in analytics dashboard for Facebook pages.
I’m a brand. You’re a brand. Tom, Dick and Harry? Brand, brand, and brand.
But Tom started it. Yes, I'm talking about Tom Who-Wrote-a-Ridiculous-Number-of Non-Fiction-Best-Sellers Peters.
It was 1997. The web was just a baby. Maybe you were too. I was no baby, but I was practicing personal branding. I just didn’t know it. I had started my business just two years prior, so I was brand-building semi-obliviously.
In an edition of Fast Company magazine, in an article titled, “The Brand Called You,” Tom Peters declared it a brand new world. He wrote, “To be in business today, our most important job is to be head marketer for the brand called You.”
Seven paragraphs later, he said, “The web makes a case for branding more directly than any packaged good or consumer product ever could.”
Then he made a bit of a crystal ball statement. “When everybody has email and anybody can send you email, how do you decide whose message you’re going to read and respond to first and whose you’re going to send to the trash unread? The answer is personal branding.”
In a recent study conducted by Forrester, it was discovered that Google Plus is definitely worth including into the marketer's daily mix:
Brands’ Google Plus posts generated nearly as much engagement per follower as their Facebook posts — and almost twice as much engagement per follower as their Twitter posts.
Even for those who are "in the know" about the benefits of Plus, many have difficulty learning how to use Plus effectively. In this instructographic, we discuss an overview of how to use Google Plus for marketing, including a daily recipe for Google Plus success.
A comprehensive guide to marketing on Google Plus is a good read alongside this infographic.
In an ideal world, every marketing department has an unlimited budget and endless time to spend on social media but that’s not really a reality for most businesses. Outsourcing sometimes gets a bad rap but it’s often the best strategy for businesses who want the most bang for their limited marketing buck.
We’ll get to what to look for in an outsourcing arrangement in a minute, but first let’s talk about what outsourcing is not. If you want to use someone outside the company to manage your social media, make sure you don’t:
- 5 Tips for Brands to Get the Most Out of Twitter's Latest Update
- Rise of Social Media in Ecommerce [INFOGRAPHIC]
- Three Great Free eBooks to Improve Your Social Media ROI
- 5 Secrets to Email Marketing Success for Small Business
- 5 Things I Wish Everyone Knew About Email Marketing
- How to dramatically improve your Facebook campaign conversion rates - free live webinar, Friday April 11th; 3 pm EST / 12 noon PST