The Fundamentals1 – Determine a regimen for posting How many times per day will you post on various social media (SM) channels? This depends on the particular SM channel. I suggest start-up businesses start with no more than two SM channels at a time, and try to pick ones that complement each other (such as YouTube and Facebook, for example). A once-a-week post is really as low as you can go while keeping a professional regimen, and you’ll notice wide differences depending on the business. On Facebook, for example, you may find businesses posting two to 12 times a day. There’s not necessarily a right or wrong number (unless you’re not posting at all); the key is to find a few successful models similar to your entity and to glean a routine that works for you; your routine doesn’t have to be identical, but modeling is something I recommend often to start-ups and it’s a great way to get some ideas for a baseline regimen. For more details on how to set up a regimen with specific types of content, read this post on social media lead generation. 2 – Overt and indirect lead generation (gen) efforts This is a strategy that can also be modeled based on best competitors. What’s the difference between overt and indirect?
- Overt lead generation is social media content that explicitly drives people to a direct landing page where they can enter their information; this page could offer a webinar, a white paper, a free video tutorial, newsletter subscription, etc.
- Indirect lead generation is social media content that takes people to a blog or a specific article or video, and on that same page is a banner or another opt-in opportunity embedded within the content or in an obvious banner; regardless, there should always be additional calls to action on page.
- Paid advertising – This requires setting up a budget and creating ads that send people to your best lead gen content. In this case, the burn rate (money spent) goes towards building an organic following (you can also track ROI to see if the bang is worth the buck, but that’s it’s own art form; HubSpot provides a comprehensive guide on how to track content ROI, though it’s also worth a Google search).
- Exchanges or arrangements – Find people or companies who offer similar services or products as you, and set up an exchange of free publicity, where they mention you and you mention them on an ongoing basis (this could be through emails, social media posts, or even a periodic blog article written for the other’s site that is then promoted through social media). The key to making this relationship fruitful is to have an ONGOING arrangement that works for both parties.
- SM as part of an email regimen – With one of my eCommerce businesses, we have something called “Social Sunday”, where we send email subscribers to our YouTube channel, Facebook page, and blog site on a regular basis. We don’t send them to all three at once, that would be overkill; instead, each week we rotate between the three, which ensures we consistently get people on our email list to go and like our fan page, share our content, etc. Feeding SM into our existing marketing processes is part of our regular circulation of traffic and of our aggregate marketing and growth strategy.
Wrap it upWhen establishing a routine to grow your SM following, ask yourself and jot down notes on the following: How do you bring people in to your channel(s)? What you do to engage your audience while they’re on your channel? Then, dive deeper to determine what you’re doing well (the positive outliers), where your gaps exist, and take the steps necessary to fill those gaps using the strategies outlined above. Having the fundamentals dialed in and operating on a regular basis is super important to garnering consistent ROI from your social media regimen. Start with the basics, keep up your momentum, learn from your successes – and watch your SM following grow. -Daniel Faggella CLVboost Founder ]]>
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