If you’re like most small business owners, you wear quite a few hats. A typical day might consist of communicating with potential customers, supporting existing ones, overseeing new inventory or product versions, team meetings and phone calls…the list goes on.
Among all this, you’ve got to make sure you’re reaching potential customers within your market. You know that they’re on social media, but are unsure of which channels and what the best practices are to engage them. However, you know you need to be pushing out content, so you take to Twitter and update with your latest product or service information. When you look at your Google Analytics to track visits from that channel, numbers are low or nonexistent. What gives?
With 316 million monthly active users tweeting 500 million times daily, Twitter needs to be approached tactfully and strategically. With so much content being pushed out every minute, it’s not enough to simply create an account and send a few Tweets. Now more than ever, you’ve got to find ways to stand out to potential customers. (This also goes for the other channels, which I’ll cover in subsequent posts.)
Having a Strategy Helps You Stand Out
Primarily, getting conversions means starting with that goal and crafting a careful cross-channel strategy around pre-defined metrics to support it–something most business owners don’t have the skill or time to pull off themselves. Keep in mind that strategies can consist of multiple types of social posts, including paid and owned (owned being a regular, non-paid post; this blog post covers the latter). An audit of social channels and the construction of a strategy is where a marketing professional comes in handy, making sure your content converts so you aren’t losing sales.
Questions to Ask Yourself
If you’re seeing low engagement with your Tweets, here are a few key things to ask yourself about your current efforts. You can prepare these for when you consult with a marketing professional:
- Do I have a clear call-to-action with an engaging photo? Users need to clearly see what you want them to do, so they can choose to act or not. Additionally, visual content always tops text-only content in terms of engagement.
- Does my post copy entice users to click on my call-to-action? Users need to be led to take action. If your copy isn’t attention-grabbing, you can’t expect anyone to want to engage.
- Am I addressing user pain points? Is your copy based on a customer-defined pain point? This helps grab attention. If not, you’ll have research done into the problems your customers are having, then give customers a link to your solution.
- Am I using the correct hashtags and links? A common mistake driving engagement down is incorrect hashtags or @names, linked to the wrong or nonexistent topic or profile. Sometimes, hashtag clicks bring engagement with the wrong users if they’re focused on too broad of a topic, vs. being hyper-local and/or based on an industry niche. And even though you may get some link clicks within your tweets, your Google Analytics customer activity from social will be skewed with the presence of a broken link. Always test links before posting.
If this is all making your head spin, that’s why ContentCandy exists. Marketing expertise and time are things that typically run low for small businesses, especially when you’re doing so many things by yourself. It’s my goal to help you get noticed for the right reasons, driving up engagement and conversions so you can increase sales while focusing on your business! Affordable, practical services from a professional with a background in the SMB market.