The downside to using social media marketing is that many people are taking it on without a full understanding of how it really works from a marketing perspective. This can result in lower numbers and/or quality of followers and the reduction of cost-effectiveness due to it. There’s also a general sense that your time is being wasted on a method that isn’t producing the outcome you anticipated. :
Before you decide that this is a nowhere marketing avenue after all, it’s important to realize that it became a method in the first place because it can - and does - work. :
There are ways to optimize your social media marketing efforts to get the results you seek for your Flash website, whether it’s higher exposure to your information or conversions of sales or sign-ups. Making a process of it, rather than simply an activity, can make all the difference in your site’s traffic. Here are some tips to get you on your way:
- The first mistake most people make is assuming that any follower/fan is a good one and that simply building a large friend list is the way toward conversions. While a large friend list is generally a very good thing, what you really need is a friend list with the highest conversion potential you can get, no matter what size it is. The best method for gaining fans that will convert and/or refer you to others is to actively seek out those that fall within your target demographic and friend them…(don’t wait for them to come to you!) This is the group that will be most interested in what you have to offer and, therefore, most likely to tell others who will be as interested.
- As you build up your list of “Friends”, realize that the battle has only begun…now you have to keep them interested enough to keep tuning in! An inactive social media fan base only looks good in the friend count – you want them interacting with you. Be sure your content is (a) relevant to your industry/cause, (b) current and regularly updated, and (c) engaging enough to hold their interest. If you can create viral content, all the better!
- While you want to ensure your branding is well in place, as you do when you build a website, you also want to make certain that it’s not all about you and your website. The purpose of social media is to create a community atmosphere, so you must engage in conversations with your group and learn about them as well. Get them involved with your campaigns by conducting interviews to showcase a ‘customer/fan of the week’ or do an occasional contest or giveaway. Post polls to boost your market research efforts and see what your community would like to see from you. Make them a part of what you are doing and they will stick around to see what’s next (and possibly forward your profile to others). An added benefit is that it helps you fill gaps in content creation.
- Wix enables Google Analytics for your website to give you the info you need to enhance your overall marketing strategy (note that you will need your own URL to use this tool). With it, you can track where your traffic is coming from (i.e. finding which social media sites are bringing in the most) and use that information to boost efforts in one area or another, or even to shift gears and try something new.
- Finally, keep an eye on trends, both within your group and outside of it. This can help determine where your efforts should go next, whether it’s in the customer service/satisfaction arena or finding the ‘next great thing’ in social media. After all, who knows what the next Twitter will be, where it will come from and how it can enhance your marketing strategy?
