Social media is more competitive todaythan ever before which is why if you don’t follow the 5 tips that I’mabout to share with you, you might as well, just pack it in and give up nowbecause you’re just gonna end up wasting your time, energy and money.
Hey there myname is Adam Earhart, marketing strategist and welcome to The MarketingShow.
Now, it’s no surprise that social media today is more competitive thanit’s ever been and essentially, if we take a look at social media as a whole,from that 30,000 foot holistic overview, well, it’s a no secret that it’s kind ofa gong show.
Billions and billions of users and new people signing in everysingle day it’s no surprise that a lot of business owners and entrepreneurs aregetting frustrated and overwhelmed and just swearing off social mediacompletely before ever seeing success on any of the platforms.
Well, I don’t wantthat for you, which is why in this episode I’m going to be sharing 5tips that you need to dominate your social media marketing, tips that I’velearned after years and years of running a social media marketing agency, runningthousands of campaigns for hundreds of clients across all sorts of differentmarkets, businesses and industries.
So, with all that said, let’s dive right intotip #1: Be selfless. Now, what I’m talking about here is creating contentthat is incredibly customer focused.
Way too many people, way too many businesses,create content that is business focused and essentially, really selfish contentthat serves pretty much nobody other than the business or the person that’screating it rather than really trying to get into the mind and the shoes of theperson that they’re trying to serve and to connect with and creating contentthat’s going to resonate and benefit them.
You see, one of the biggest thingswith social media today is that it’s now become well, a relatively sophisticatedmarketplace with most customers having seen pretty much everything and havingalready heard all of the spammy and sales these tactics that so many peoplehave used for so many years now.
This means, if you want to succeed, you’ve gotto flip the script and essentially, approach it like, well, a normal nice, kindof human being would which means creating content that’s going toresonate and really provide value to your market rather than just creatingstuff that you think might be interesting to you.
Now, here’s the catch,doing this way easier said then actually done which means if you’re going tocreate customer focused content, really content that serves andprovides value to the people that you’re trying to reach, well, first you’re gonnahave to deep dive into that ideal customer that you’re trying to connectwith so you can know what kind of content they want you to create.
Now,there’s a few different ways that you can go about this but by far the bestway is to really spend some time crafting an ideal customer avatar whichis essentially, just a fictional representation of all of the bestcharacteristics of your absolute best customers, the kind of people that loveyou, love what you do, want to do business with you or happy to pay you for thevalue you provide and want to tell all of their friends and family about justhow great you are.
So, to do this, you really want to take a look at thosecommon characteristics between your top customers, between the people you want toserve, you want to look at things like their demographic details like: age,gender, income, occupation, title, things like that, their geographic details like:what cities, state, province or country they live in and their psychographicdetails like: their attitudes, interests, beliefs and basically, all the head stuffthat goes on it.
Also, pays to really dive into what I call their miracles andtheir miseries.
Their miracles being all of their wants and their dreams andtheir desires and everything that they’re trying to get that hopefully,your business is positioned to give them and their miseries being all their fearsand frustrations and problems and nightmares and all the stuff they’retrying to get away from that again, ideally your business is positioned tohelp move them away from.
Now, if you have no idea what any of these are, well, it’stime to do a little bit of research and that means having some conversationswith your customers. Also, you can take a look at what are the most commonquestions you get in your business or what are the most common questions outthere about the type of business you’re inwhich is widely available with just a simple Google search.
Now, once you’ve gotall that dialed in, the next step is to go about creating content, that does oneof two things or hopefully even both which is to either educate them orentertain them or again, combine them both with edutainment.
The reasoneducation is such a powerful tool when it comes to marketing your business, isbecause we’re naturally programmed as humans to respect and essentially tovalue those that teach us stuff.
Now, I could go into the details and thestudies behind why this is all true but the reality is all we have to do isthink about it for just a few seconds about how we’re raised and how werebrought up to kind of respect authority and respect teachers and respect peoplethat are imparting their knowledge on us. Well, you want to put yourself in thatposition for your customers.
The other side is toentertain them. Now, especially today when attention spans are getting shorter andthere’s entertainment all around, you want to do your best to ensure that yourcontent is providing some kind of entertainment value to your customers.
This doesn’t mean you need to be funny or have really long drawn-out stories orbe overly creative, it just means that you need to keep them interested andkeep them engaged with whatever content you’re creating.
Basically, just try notto be boring and you’ll do okay.
The final point on tip number one of beingselfless, is just to try to give more than you ever intend on taking andideally, give with no intention of ever taking knowing that by simply givingaway content and providing value, well, the receiving for you it’s gonna comenaturally.
Alright, my next tip to dominate social media is to double down.What this means is to really deep dive into your metrics and your analytics andfind what works best for your business so you can do more of that and less ofthe stuff that doesn’t work.
Now, I know, this isn’t the sexiest topicto talk about.
After all, metrics and analytics math and numbers there it’snot a lot of fun, especially when it comes to social media where we’re oftensold on the promise of artsy and creative and making funny pictures andgifts and things like that, but if you want to succeed and if you want todominate social media, you’re gonna have to dive into the metrics and into theanalytics.
Fortunately, the platform’s whether we’re talking about Facebook orInstagram or YouTube or whatever, well, they’ve made their analytics dashboardsway more user-friendly than they’ve ever been before, making it a lot easier toget the high level overview of exactly what type of content is resonating bestwith your ideal target market.
If you’ve never looked into the metrics before,can’t seem a bit overwhelming at first but it’s okay to start with really highlevel metrics like: what kind of content gets clicked on or gets more likes orgets more shares it gets more comments, these are all vanity metrics which don’tnecessarily, pretty much never, equate to actual monetary returns but there’sstill a pretty good place to start when kind of getting your feet wet andgetting used to the whole metrics dashboard.
If you’re a little moreadvanced or have the functionality to track exactly what type of content leadsto more sales, well, then this is kind of a no-brainer. You basically want to domore of that stuff.
This is where the 80/20 principle or Pareto´s principlereally comes into play. Essentially, 20% ofyour content is likely to get 80% of all the likes and comments and shares andprobably revenue which means, you really want to keep focusing in on that top 20%that’s giving you those 80% returns.
Do more of that so you can get more of that.
Over time as you create more and more content, well, again you can take the top20% of your top 20% which again is going to give you exponentially greaterreturns then by just kind of looking at everything and just doing whatever.
Overtime you’re gonna find themes about what kind of content resonates best withyour audience and what they want to see more of.
For example, on my channel, well,anytime I create content around social media or Facebook ads or Instagram ads,well, it tends to perform incredibly well.
Contrast this with a couple of years ago,when my highest performing content was around content marketing and how towrite great content.
So again, you’ve got to stay tuned in to your market and totheir wants and their needs and their desires so you can make sure that youstay kind of up-to-date and give them exactly what they want.
The takeawaypoint with tip #2: hunt double down, is you want to find what works and thendo as much of that as possible.
Alright, and that leads me perfectly into my nexttip which is that quality comes from quantity.
Now, essentially when you’rejust getting going and even if you’ve been going for a long period of time,well, so many people overanalyze and scrutinize and strategize and reallyreally try to dial in the type of content they’re gonna make which givesit the greatest chance of success.
Now, in theory this sounds fantastic and I’m allfor strategy, in fact I think you should be strategic, but not overly strategic ifit’s starting to hinder or to get in the way of you actually creating content.
The biggest reason for this is, especially when it comes to social media content,well, you can have a rough idea of what type of content is really gonna resonateand really gonna get you good results but you can’t be sure, in fact the bestthing you can do is take a pretty good guess and then go for it.
Again, using mychannel as an example, some of what I believe are my absolute best videos, fullof my best strategies and stuff that would pretty much only share with my toptier VIP clients, well, I’m giving it away for free in videos that maybe only got afew hundred or a few thousand views.
On the other hand, stuff that I put out thatI thought is pretty common knowledge that I wasn’t really sure was reallygonna resonate, well, that gets tens of thousands, even a hundred thousand views,which to me is kind of crazy but it’s important to understandthis is how social media and the algorithms and essentially the freemarket works.
So, how do you find those good things? Well, it’s by creating a lotof not-so-good things and knowing that the good things are gonna come throughas well you’re not gonna get to those good things unless you can kind of getall the bad things out of your system too.
Anyway, I think you get the point but just to make sure, the point here is thatwhen it comes to dominating social media, especially with the competitivelandscape, the secret is more.
Alright, so on the topic of more, let’s move on tothe next tip which is to invest.
Now, what I’m talking about here is investing ineducation, investing in assets and resources and possibly team members oreven new gear, essentially, taking social media marketing seriously and investingin it accordingly.
You see, a funny thing happens when we start talking aboutsocial media marketing and people tend to focus on the social media and theyforget about the marketing which is essentially, the proven marketingfundamentals, the principles, the concepts that have been around for decades if nothundreds not thousands of years, really, the things that influence human behaviorand persuasion and influence and all the things that are essentially going tolead to you making a sale.
This is why as much as I talked about not overthinkingthings when it comes to the quality from quantity, well, you do need to think atleast a little bit, you’re going to need to be strategic, you’re gonna need tohave an ideal customer avatar in mind, you’re gonna need to have a businessdirection or goal or objective or something you’re trying to accomplish, soyou can make sure that you’re in alignment with the content you’recreating.
Now, when it comes to social media marketing, there’s kind of twodifferent camps and two different things that you’re gonna need to study in orderto stay on top of the situation: number one is the fact that social mediachanges constantly.
There’s new algorithm updates, new channels that get released,new ways of doing things, new features, all the stuff that you’re going to wantto be aware of so you can take maximum advantage of it.
The other side of coursethough, is those proven marketing fundamentals, those concepts, thosestrategies, those theories that have been around for as long as people have beenmaking buying decisions.
If I had to make a recommendation, I’d say spend around 70to 80% of your time on the fundamentals and those proven strategiesand then around 20 to 30% of your time on the tactics and on theplatforms because tactics and hacks and platforms and channels, they’re going tocome and go, but those proven fundamentals, well, they’re gonna last youa lifetime.
Lastly, when it the social media marketing, whether youchoose to outsource it or delegate it to someone on your team or hire marketingagency or whatever, well, the best way to learn and to reallydominate is to be a practitioner first, because otherwise you’re not gonnareally know what they’re doing and if it’s effective or if they’re justwasting your time and money.
Alright, and that ties in perfectly with tip#5: choose the best channel. Now, I’ve talked about this a lot before butI’m all about avoiding what I call “the marketing wasteland”.
Essentially, themarketing channels and platforms where none of your customers are active orpresent on and yet are hyped up as the newest and latest and greatest marketingstrategy or marketing channel and social media network or whatever that you just”have to be on”.
No, you don’t have to be there. In fact, being there is terrible,terrible advice. You should pretty much only be where your customers are activeand present on.
It sounds like totally common sense, you’d be amazed how manytimes I see businesses that have no business at all being on certaindifferent social media channels and yet they’re there simply because theythought they had to be doing everything and trying to be everywhere, is probablythe worst marketing advice ever, you only need to be where your customers are andthis means looking at probably some of the major players like: Facebook,Instagram, YouTube and LinkedIn which are pretty much gonna cover most of yourbases.
In fact, I can probably almost guarantee that most of your market is onat least one of these four channels.
Now, once you’ve identified which one or twoor maybe even three of those channels they’re on, you can start looking atother options like: snapchat and tik-tok and Pinterest but they’re going to bevery niche specific and really relevant to which customers are sort of activeand present on them.
So, make sure to do your due diligence and do your homeworkon that ideal customer avatar and where they’re spending their time online.Fortunately again, all it takes is a quick google search on social medianetwork, demographic, usage statistics, so just Chuck a bunch of words like thatinto the search bar and you’ll come up with all sorts of different graphs andcharts and data telling you exactly what type of person is on what type ofnetwork.
Then you just really have to align up the pieces: your customers andthe right network. If you’re at a loss though and you still really don’t knowwhat to choose, well, there’s two great channels that have already mentioned butI want to reiterate them here because they’re just that valuable: number onebeing Facebook and the second being Instagram. Two great places to start.
That’s why the very next thing you’re going to want to do is check out thevideo I have linked up right here on Instagram marketing for small business.
So make sure to check that out now. Thanks so much for watching and I’llcatch you next time on The Marketing Show.