No doubt, social media can be a powerful tool. Not only for lead generation but also customer acquisition and retention. But are your social media efforts worth it?
I want you to really think about if the time and effort that you spend on creating content and sharing it on social media is helping you to reach your goals. Because if your goals are not being met than in all honest you have wasted hours of your life!
Your Social Media Efforts Need To Be Focused And Goal Specific!
What I’ve learned in this past year is that you really need to be focused on a specific goal when it comes to social media. Sure when it comes to SEO you can just write niche related blog articles over time your rankings will increase. However, when it comes to social media it’s much more than just busy work.
You need a purpose, a time frame and a plan of attack.
Possible Goals For Your Social Media Campaign
- Build Brand Awareness
- Attract New Customers
- Encourage Repeat Business
- Educate People About Your Products And/Or Services
If you are a business owner you shouldn’t waste time on social media unless you have a plan of attack. The reason for this is because while social media can be extremely effective, if done incorrectly you end up wasting precious time that could have been spent on a more proven marketing technique.
My Personal Social Media Horror Story
I had heard about how the website tumblr has a gigantic niche following for every single different type of niche that was out there. This lead me to believe that tumblr would be an excellent place to market one of my niche related blogs. I had used a proven method to gain followers and was up to around 1,000 followers in no time.
Tumblr allows you to schedule posts and allows you to schedule posts so that they will show up multiple times in the day. I being the go-getter type decided that I should always schedule posts a month in advance and that I should schedule at least two a day.
Because you should always share quality content through your social media outlets, I spent about an hour or two once every two weeks scheduling posts. Over time my blog became very popular. But one day I decided to check my Google analytics account. I went to the section where you can see the referrals as well as referrals from social media. Low and behold tumblr only accounted for 3 views out of all the views to my website.
Worst of all EVERY SINGLE ONE OF THE VIEWS BOUNCED! This caused me to delete my tumblr account.
Up until about 2 weeks ago I used to spend an hour each week scheduling posts for all of my social media accounts. The realization that I didn’t need to post to social media every day was a game changer. Now I no longer spend an hour a week scheduling social media posts. I spend a half hour every two weeks which is way less cumbersome and a lot more manageable.
If you find that you are wasting a bunch of time and effort on social media with no pay off. Then just stop for a while, your efforts are obviously not working for you. At that point it’s safe to say that if you were to post a little less frequently. Just relax, focus your efforts on other marketing methods. Then plan and regroup and come back to social media once you’re ready.
In closing, I’ll give you another mini “case study,” if you will. Obviously the name of my business is Climb New Heights. I have built my brand identity around an uplifting image of entrepreneurship, self improvement as well as tying in other aspects that I enjoy such as art, graffiti, etc.
I made a point to post a new post every day to my Climb New Heights Instagram account. I would post inspirational business quotes, cool art and pepper in some graphic design, logo design & website design. Over time the posts that more closely resembled my business model thinned out and there were mostly inspirational posts.
My business model is not to post inspirational business quotes every day. And to the person who just glances at my profile that’s all that they see. This is definitely not in line with the goal that I have for my business’ Instagram page so I decided to hold off on posting every day. I’m now going to wait until I have some more examples of my work to share and then pepper in some motivation to keep the crowd pleased.
Now I’m way less stressed because I don’t have to post every day and this allows me more time to focus those wasted social media efforts on things that actually advance my business.
That’s it for this article. Thank you very much for reading. Please be sure to leave your comments, questions and your social media horror stories below!