Overcoming the challenge of social media marketing
When was the last time you read a fresh and juicy article about social media that made you want to run to your site and implement the ideas straight away?
Sit back and think now, what was you reading that pushed your buttons and was so useful you just had to do it…. When did that piece of content talk directly to you?
This is the challenge of social media marketing – talking directly to and holding your readers attention.
The internet is full of bland, diluted ideas being massaged from social media marketer, to another. Each adding their thoughts and crossing their fingers it’ll be seen as fresh, yet this content often fails dismally to do what it’s meant to do.
As a social media marketer your challenge is to create effective and engaging content. The kind of content that makes the reader’s neck hair stand up, and makes their internal antennae go crazy. Instead we get endlessly duplicated ideas passed off as originals. Like a photocopy, each copy, each idea becomes less like the original each time it’s copied and that doesn’t make it fresh, it makes it dull and repetitious and harder for your reader to stomach.
How hard can it actually be to make your content personal? How hard can it be to connect to the right reader? How tough can it be to create something fresh and yet exciting?
Actually, it’s not that hard at all when you know how, so let’s take a look at 4 ways you can overcome the challenge of social media marketing and how to make it work for you.
Segment Your List
Use data you have about your customers to split your list into different segments. Once your list is segmented, you can send each member only the content that’s relevant to them. Can’t segment your list? Set up a new list and build a list for each area that your audience is interested in. 10 small, engaged lists is better than one list bored to the point they’d prefer death to reading your witterings.
Split your list by any type of demographic – age, gender, location, industry, occupation, etc. An even better idea is to segment your list according to what they are interested in. One segment would be for subscribers who joined through your blog while another segment is readers interested in a particular aspect social media.
Another good way to segment is by is the stage of the buying process your reader is currently at. You can split your list into prospects who haven’t bought yet and those that are already customers. Customer who like your content deserve to be treated better, and loved just that little bit more than those that don’t read your content on a regular basis.
Customized Landing Pages
Many social media marketers create landing pages and drive traffic to them, and the better ones consider the page from the visitors point of view –
- Why am I here?
- What action am I expected to take?
- Is it obvious what I am meant to do?
Eliminate any disconnects for your reader.
If your new visitor clicks on a free offer about social media, the link should lead them to a landing page about social media.
If they found your site through a QR code on a pamphlet about nutrition, they should be directed to a specific page about nutrition.
The language is key here – the people who are attracted to nutrition are different to the people who are attracted by the words diet, so a separate landing page for your diet content is needed. If your headline is about Pinterest, your content should be about Pinterest, the benefits to the reader should be loud and clear and so should the next step, you get the idea.
I talk to readers about blogging, but it can also be called Inbound Marketing, Content Marketing and is known by many other names. Each type of reader connects to the language that you use, the one they feel the most comfortable with. And if you have no idea what they like, split test, Premise is a great landing page tool and it makes split testing easy.
To sum up, the landing page is where the reader finds what they’re looking for when they click your link and then they take an action that makes the both of you happy.
Personalize Site Navigation
I have lots of thoughts on site navigation. Personalizing your site navigation is another way to personalize your marketing. Simply revamp the content categories on your site.
Ask yourself, ‘What are people looking for when they land on my site?’ Come up with profiles for different types of visitors depending on the information they’re looking for, and create a category for each of them.
One old yet timeless trick is to use visitor profiles as your categories. Instead of naming a category ‘Blogging,’ make it ‘Bloggers.’ Categories that actually name your visitors, such as ‘Small Business Owners,’ ‘SEO Experts,’ and ‘Offline Markters’, will tell them exactly where to go and make them feel right at home, making your reader feel welcome is a powerful thing to do.
Some social media marketers personalize the experience by leading first-time visitors to a ‘Start Here’ page. This page guides your reader to what your site is all about, breaks down the categories by telling them what they’ll find where, and even recommends specific posts that may be of interest to new readers.
If you are a WordPress user another way is to use the Comment Luv Premium plugin and have the first time commenter redirected to a specific page, thanking them and guiding them to useful content. Or try this free WordPress plugin – Comment Redirect
More Tools That Help
In order to personalize content, you need to know exactly what people are doing on your site. There are a number of good tools that can help you do that. One that’s simple and easy to use is Get Clicky. Get Clicky is a real time analytics program that only requires installing a bit of code on your site. It then monitors user behavior and shows you heatmaps of how your visitors use your site.
Crazy Egg has heat maps, scroll maps, confetti tools and it shows you all kinds of visitor behavior. It’s relatively low cost and risk free – you can trial it for 30 days. Both Get Clicky and Crazy Egg can work with Google Analytics to give you a better overall picture of how your readers are using your site.
- Always think of ways to better customize your website for your visitors.
- Get ideas by gathering customer feedback.
- Offer readers surveys to take or come right out and ask for their feedback.
Then when you have your data make changes accordingly to give visitors a better, more personalized experience engaging with your content. When you do this, you’ve overcome the challenge of social media marketing. You get better results and your conversions go through the roof.
What more could you ask for?