Social media marketing programs are driving many service-delivery and product-sales organizations. There was a time – way back in the 2010s – when some service companies and organizations said social media advertising just wasn’t “right” for them. That may have been true for about 5 minutes, but it’s now a fact: Social media marketing is critically influential in consumer behavior. Your consumers.
Here are some frequently asked questions about social media marketing that may help improve your overall marketing strategy.
Question: How long does it take for social media marketing to generate measurable responses from customers?
Answer: Measurable results from social media marketing are called “conversions.” Conversions occur when your potential customers see your social media post and click a link that takes them to your site, where they then buy, call, or contact your business.
One way to calculate social media conversion rates is to take the total number of potential customers (your audience/followers) and divide that by the number of responses (conversions):
number of conversions ÷ total audience = social media conversion percentage
A successful social media conversion rate is between 2%-5%. And you will never see immediate results. Never. You can only generate immediate action with an immediate-response marketing program.
Immediate response online marketing is a campaign that includes social media promotions plus:
- Organic/paid SEO
- Website CTAs
A combination of targeted marketing strategies with intent, packaged together, generates immediate response. Social media marketing is a long-term game. Studies confirm you should not expect to see successful social media conversion before one year. “If you’re super-duper impatient and can’t wait 12 months,” says social media marketing expert and author Brooke B. Sellas, “You need to give yourself at least six months.”
Question: Is there a difference between lead generation marketing and social media marketing?
Answer: Lead generation may not include social media marketing. Lead generation can include marketing campaigns targeting social media and/or:
- Paid ads (like Google Local Service, Google Ads, Facebook Ads, etc.)
- Content (using information to attract readers/customers/blogs)
- Email (gathering emails to create customer relationships)
- Freebies (Free quotes, trials, consultations, etc.)
- Influencers (partnering with others to reach a broader audience)
- Magnets (webinars, eBooks, whitepapers)
- Offline (billboards, event sponsorships, trade shows…)
- Online communities (city/neighborhood websites, special-interest groups/pages)
- Referrals (incentives for customers to invite friends/etc. to patronize your business)
- SEO optimization (maximizing all search engine results)
- Website CTAs (including calls-to-action on landing pages)
Again, lead generation marketing isn’t the same thing as social media marketing. However, social media marketing should always include a strategy for lead generation.
The priorities of social media marketing are to increase:
Brand Awareness: Increasing brand awareness is often a primary goal of social media marketing. It involves expanding the reach of your brand, getting more people to recognize your name and logo, and building a strong online presence.
Engagement: Engaging with your audience is crucial. Prioritizing engagement means focusing on creating content that encourages likes, comments, shares, and other forms of interaction. Engaged audiences are more likely to become loyal customers and brand advocates.
Website Traffic: Social media can be a valuable source of website traffic. Prioritizing this goal involves sharing content that drives users to your website, landing pages, or online store. This is especially important for businesses looking to convert social media users into customers.
Lead Generation: If your business relies on leads or inquiries from potential customers, generating leads through social media is a key priority. This involves strategies like offering gated content (e.g., eBooks, webinars) or running lead generation ads.
Conversion: Ultimately, most businesses aim to convert social media followers or visitors into paying customers. Prioritizing conversion means creating a sales funnel that guides users from initial interest to making a purchase.
Customer Retention: Retaining existing customers is often more cost-effective than acquiring new ones. Social media can be used to maintain a strong relationship with your current customer base, offer them exclusive promotions, and gather feedback.
Community Building: Building a loyal and engaged community around your brand can lead to long-term success. Prioritizing community building means fostering relationships with your followers and creating a sense of belonging and loyalty.
Reputation Management: Managing your brand’s reputation online is essential. Prioritizing reputation management involves addressing negative comments or reviews, responding to customer inquiries, and maintaining a positive online image.
Question: Does marketing need to be customized for service businesses vs. direct sale businesses?
Answer: Not only is there a difference between managing and overall marketing services vs. sales, but there’s also a difference in service company marketing vs. product sales marketing on social media.
- Product-selling promotes the feature first.
Service-selling promotes trust and relationship-building first.
- Products can be purchased, evaluated, and reviewed online quickly; sometimes within 24 hours.
Services have more difficulty getting ratings and conversions because it simply takes longer to build trust, deliver the services, and get the endorsements needed from satisfied customers.
Question: It’s been 8 months and my conversion rate is low. I’m not getting what I need from Facebook.
Answer: If you are DIY (do-it-yourself) marketing, it’s challenging at best! We welcome your questions. If professional social media marketing isn’t meeting your needs after a reasonable time, your media pro should investigate and possibly revamp your strategy.
Here are common reasons why a social media site may be under-performing:
1. Ad Optimization:
Your paid social media ads may not be optimized to their full potential. This could manifest as issues with audience size, targeting, or budget. To address this, consider the following:
Audience Optimization: Review and refine your target audience. Ensure that you’re reaching people who are genuinely interested in your products or services. Utilize Facebook’s audience insights to get a better understanding of your audience’s demographics, interests, and behavior.
Budget Allocation: Reevaluate your budget allocation. Are you allocating enough budget to reach your desired audience effectively? Adjust your budget based on the performance of your ads.
Ad Copy and Creative: Review your ad copy, images, and other creatives. Ensure they are compelling, aligned with your audience’s needs, and provide a clear call to action (CTA).
2. Consistency in Posting:
Inconsistent posting can lead to decreased engagement and visibility. It’s essential to maintain a regular posting schedule to keep your audience engaged. Consider creating a content calendar to plan and schedule posts in advance. Consistency helps keep your brand top of mind and builds trust with your audience.
3. Engaging Content:
If your content isn’t engaging your audience, it’s essential to reevaluate your content strategy:
Content Relevance: Ensure that your content is relevant to your target audience’s interests, needs, and pain points.
Variety: Diversify your content types. Experiment with videos, images, stories, and interactive content to keep your audience engaged.
Listening to Feedback: Pay attention to the comments, likes, and shares on your posts. Engage with your audience and use their feedback to refine your content strategy.
4. Audience Engagement:
Engaging with your audience is crucial for building relationships and trust. Make sure you:
Respond to Comments: Reply to comments on your posts promptly. Engage in conversations with your audience to foster a sense of community.
Initiate Conversations: Proactively seek out conversations with your audience. Ask questions, conduct polls, and encourage discussions related to your industry or niche.
Engage with User-Generated Content: Encourage your followers to create content related to your products or services. Share and celebrate user-generated content to build a sense of community and authenticity.
5. Profile Optimization:
Your social media profiles serve as the first impression of your brand. Make sure your profiles are properly optimized:
Complete Your Profiles: Ensure that your profiles are complete with all necessary information, such as a compelling bio, contact details, and a link to your website.
Profile Images: Use high-quality profile and cover images that represent your brand effectively.
Hashtags can significantly improve the discoverability of your content. Incorporate relevant hashtags into your posts, but avoid overloading with too many. Research popular and trending hashtags in your industry to expand your reach.
7. Embrace New Features:
Social media platforms are continually evolving. Don’t miss out on opportunities to stay current:
- Reels and New Features: Stay updated with platform changes and adopt new features like Reels, Stories, or live streaming that can help you stand out and engage your audience in novel ways.
Tomball Marketing Choices
We’re helping Tomball, Magnolia, and Spring businesses grow customers and increase profits every day! There are many marketing options and packages, but only one Northwest Houston marketing strategy is designed for you.
Ask us if your marketing strategy should include one or more of our services:
- Ad development/placement
- Email marketing
- Graphic design/print services
- Reputation management
- Search engine optimization
- Social media development/management
- Website development/management