So, you’ve got your website up and running and it looks great, what now? How do you get people to notice you and visit your site? (At this particular moment we’re not necessarily talking sales, just traffic). A big part of this will come down to social sites and linking your social marketing with your website to create a complete network. As I’m sure you know, two of the biggest social sites are Twitter and Facebook (although Facebook is a lot harder to use for promotion these days, but we’ll get to that…)
The first thing to mention is that you will need mega amounts of patience when building your social following. There are shortcuts to obtaining followers, such as running competitions e.g. “follow me for a chance to win…” but who’s to say these people won’t unfollow you as soon as the competition ends? Or they might not, but you’ll be left with a bunch of followers who have no interest in what you have to say
So, why is that a bad thing? Many people look at the numbers of followers and think this is a good judgement of how they’re doing. Wrong. What you want to look at is their engagement. Engagement is anything where someone interacts with a post – e.g. likes, comments, retweets, link clicks, etc. This is the real indication of how successful their social media marketing is
You must’ve seen people who have 30k+ followers on Twitter, but are also following 45k+ right? Lets be honest, do you really need to be following 45 thousand people? No – people do it for follow-backs, and it’s really obvious when you look at their page, especially when they send out a tweet and get 2/3 engagements
The best thing you can do is offer valuable information, share funny content, and anything that might be of interest. Yes you want to promote your beats, and there’s nothing wrong with that. However, every single status/tweet/update can’t be “buy my beats”. Would you be interested in following someone who only advertises their beats? I would imagine not
A good starting point is to look at the people/companies you follow and think about why you’re following them. Don’t be afraid to copy the strategies of those around you. Remember in my last post I spoke about social proof? It’s the same here. People are more likely to engage with your posts if they see that others have liked it because they know it’s good/funny/interesting/etc
And if you can’t come up with any original content yourself that’s not a problem. Enter the power of the Share & Retweet buttons. I’ve had a personal profile on Twitter for nearly a year now and I haven’t written a single tweet! All I do is retweet things I think should be seen by others. People will still appreciate you sharing knowledge, whether it’s your own or not. And when people start to realise you’re providing useful info, or at least a laugh, they’ll start to pay attention to you in their news/twitter feed and maybe they’ll start to notice your updates about your beats for sale
However, if you’re creating regular content as I mentioned before, every time you create a blog post, make a video, or want to show some behind the scenes footage, you’ll be using your social networks to promote those anyway. So you’ll instantly have a reason to reach out to your audience without trying to sell them something
Like I said before you want long-term, loyal followers/customers who you can sell to over and over again, not one-off sales from people who’ll never come back to you (we’re only 3 posts in but are you starting to see a pattern yet?). By getting loyal followers, not only can you be sure they’re reading your posts, listening to your beats and even buying them, but if they respect the knowledge you share as well, or the laughs you provide, then they will become somewhat of an ambassador for your brand. By this I mean they’ll tell their friends to follow you, they’ll heap praise on you, and generally make you look good. So if we go back to earlier when i spoke about not sending out “buy my beats” Tweets all day – Can you imagine someone telling their friend to follow you on Twitter because you always tell them to buy beats?
Making Sure People See Your Posts
“The typical Facebook user is inundated with 1,500 posts per day from friends and pages, and Facebook picks 300 to present in the News Feed” (Source: Time.com March 2014). So how do you ensure your posts are included in those 300? And what should your posts say? Facebook is continually changing, and it’s likely that by the time you read this Facebook has changed the way people receive posts again. However, that doesn’t mean you can’t tip the odds in your favour by keeping a few key things in mind:
Remember why people are on social networks. They’re called Social networks for a reason. People are on these sites primarily to chat with friends, kill some time and see funny and/or interesting posts. So as I said earlier, it’s no use you use going online every day and posting “buy my beats” because that’s not why people are online and will do little to generate sales for you
Try to engage the audience and get them talking. Rather than just post updates about your day, or what you had for lunch, try asking questions – this can be good for engagement as well as finding out about your audience’s needs – e.g. what’s your number one reason for deciding whether or not to buy a beat?
That doesn’t mean you can’t tell people what you had for lunch, just make sure you mix it up and keep it interesting
Jee Juh have got Facebook down to a fine art. They post funny pics, pictures of their studio/equipment and ask simple but engaging questions. And their engagement is always through the roof. So it’s not a hard art to master, it just takes time and practice to learn what your audience wants to see
– Whilst writing this I just went on Jee Juh’s page to to see the last time they promoted anything on their site…. 31st August! That’s over two months of posting engaging content without once promoting their beats, and that’s because people aren’t on Facebook to buy beats, they’re on it to kill some time and have a laugh –
Incorporate photos into your posts. This seems to be the most effective way to see results, as Facebook in particular prioritises visual content. You’ll notice when you next go on Facebook, if you scroll down your newsfeed feed you’ll see predominantly visual content, such as videos and pictures
In contrast to this, links do not do well. For some reason Facebook do not like links being posted and you’ll see that these posts do not reach anywhere near the amount of people your posts without links will
Use Hashtags wisely. Make sure you know what the hashtag you’re using relates to, otherwise you could end up like DiGiorno. And don’t use too many, as your posts/tweets will become unreadable. You ever looked at a post full of hashtags and after a second or two, just gone ‘nahhh’ and moved on? I do that on a daily basis (maybe it’s just me), but I recommend no more than 2
Check the best times to post. Many researchers have their theories about what day/time is best to post, however, many of these theories are biased to one region or one industry and may not necessarily relate to you. So I suggest you use your ‘insights’ feature on Facebook, and find a Twitter analytics tool, such as Followerwonk to see when your posts receive the most engagement and use that to tell you when to post
As far as how often to post.. Again people give different numbers, but there is a general idea that Facebook, Google+ & LinkedIn are towards the lower end of the scale, minimum once per day, no more than 3, whereas on Twitter and Pinterest it’s much more acceptable to post multiple times a day. For Twitter, some people say 5, some 6, some 10+. However, (this is just my opinion, with no hard evidence to back it up) it’s so hard to be heard on Twitter these days (with people following 45 thousand people) that I say post as often as you need to in order to be heard
I went from posting once a day for myFlashStore to twice a day, then 3 times. Now I post anywhere between 6 & 12 times a day (including retweets) just to make sure the message reaches people. Sure, people might get bored of hearing from you, but that’s what the ‘unfollow’ button is for, and you’re always going to get people unfollowing you – you can’t please everyone after all
Targeting your posts, particularly on Facebook can prove useful as well. On first thought it might seem counterproductive to only show your post to a selection of your audience, as that means there are many people who won’t be seeing it. However, if you target the post to only reach 1,000 people and it gets 50 engagements, that’s not too bad right? Now, if you don’t narrow the audience and it could potentially reach 20,000 people, but your post still only gets 50 engagements, Facebook sees that as a post that is not worth showing people, and will affect your future posts’ reach. So bare that in mind, and again, try things out for yourself to see what works for you
Just like the call to action you should be using on your website, don’t be afraid to tell people what to do on social media. Tell them to like, share, retweet your posts and you’ll see results. For some reason people need that little push to click the button, so be that helping hand and give them the push!
Other Social networks
I’m aware I’ve not really mentioned other social networks, this is because I chose to prioritise my space (not myspace), and your time by focusing on two of the biggest. But that doesn’t mean you should focus only on these two. Instagram & Pinterest are rising in importance and relevance and should not be ignored. Instagram in particular is arguably as big as Twitter now. And don’t forget about Tumblr, LinkedIn (for your more serious side), Soundcloud – which is not quite a social network, but is along the same lines and should definitely be an important part of your marketing, and of course, the lesser used Google+
Google+ never really took off, and it’s no surprise when you look at it’s competition. Many people regard Google+ as a social network not to bother with, however, this could be the reason why you should use it. Less people means less competition right? I’m not saying this social network will rocket your career to another level, but if you’re taking the time to post on Facebook & Twitter, what’s an extra 2 minutes to post on one more site?
One important thing to note, which may seem obvious but not a lot of people do, is to have your social links on everything. This means your website, your Soundcloud channel, Youtube channel – including in the description of each video, every email you send, etc. You want to be as discoverable as possible, as easily as possible
All this is a start to running a successful social marketing strategy (I could go on, but I’ve already written much more than I intended), but one thing you should remember is to use social networking to drive people to your site where you can sell your beats to them. You want people talking about you, you want people liking your posts, but it’s all of no use if you’re not sending them to your website, or “your shop” so you should always have that in mind
You may think that contradicts what I said earlier about being more useful to people (by providing knowledge/laughter/etc) but it’s about finding balance. This can only be done by testing with your own audience – you need to find out what your personal audience is interested in seeing, use that to draw them in and gain loyal followers, then promote to them, rather than constantly shoving it in their face
And that’s it for today. Thanks for reading, see you next time for “Using Email Marketing To Sell Your Beats”
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