How to Apply a Modern Marketing Approach to Your Social Media Campaigns
Facebook is one of the most talked about marketing platforms for small businesses, yet the least mastered by small businesses. This is probably due to the fact that companies still have the false belief that they can employ traditional outbound strategies in an inbound world. What exactly does that mean?
This is the Difference Between Classic Outbound & Contemporary Inbound Strategy
Outbound marketing is the traditional approach, the business paradigm that was still working into the millennium, and is only now starting to fizzle out. Outbound marketing includes materials like billboard advertisements, brochures, television commercials, and radio ads. All of these approaches are still in use, but they don’t really work online, especially for businesses.
On the other hand, there is inbound marketing. This approach appeals to an “inbound audience” -- people who actually want to try your products and services. SEO, social media, blogs, landing pages, and infographics are all included in an inbound strategy.
How Can I Apply Inbound Philosophy to Small Business Social Media Marketing
Your social media profiles are but wheels in your larger content marketing campaign. Effective inbound strategy is setup to strategically send followers and fans to specific places on the web, in a pattern that will eventually lead to a conversion. There are different places on the buyer’s journey that every lead and customer will be, and your social media efforts should reflect that.
When you post an image of the services you’re offering, you make the risky assumption that the viewer is ready to purchase your products and services. Most of the time, this is not the case.
The Double “H” Western Wear Ranch & Feed Store has 8,341 fans on Facebook, as of April 29, 2016. The post above received 2 likes. That is a .02% conversion rate. Very poor. The buyer’s journey wasn’t taken into account.
The fans on this page seem to engage most with posts of photos of various products for sale -- cowboy boots, saddles, etc. -- as opposed to blatant advertisements. If you think about the customer perspective, most of these items probably get likes by people who wish they had these products, or might consider buying them in the future, not those who want to purchase them right now. That is the job of the website, not the fan page.
So, What Do Small Business Facebook Fans Want Right Now?
They want the same thing as everyone else: a conversation. If you want viral shares, take a look at what your fans are sharing with their friends. If you wouldn’t share it from your friend’s Facebook timeline, don’t share it on your fan page.
If you do think that fans are ready to purchase, include a link to your website where they can shop for products and services that you offer. Remember, sales are meant to happen on your website, so lead people there if you want them to shop.
Mastering the art of social media marketing for small business requires a lot of research and education. So, continue to learn what you need to thrive, or outsource your work to the experts. Contact Greek Geeks for an affordable quote for your SMM needs.