September 9th, 2018
Each Social Media Network Needs its Own Strategy
One important aspect to keep in mind, is that each social network will need its own campaign, it's own calendar, and it's own strategy and tactics. This may seem like a lot of information to remember, but when you break it all down into individual calendars, individual campaigns and individual days to do the work it will not be confusing at all. Create a content repository, read below and we will show you what to do.
Every social media has its own personality, plus, you don't want every single social media experience to be a cookie cutter of the other for your audience. This is the danger of too much integration between each social media account. If everything you say is the same across all accounts, why should someone follow you, friend you, or connect with you on more than one? You will take the same information and organize it, and cut it down, or repurpose it for each different social media based on that social media alone as well as the message you're trying to impart.
Create a Content Repository
You've likely gathered from the fact that you will create a social media calendar that the main thing you'll be creating is, content. You'll need a place for all that content to live and it should be your website or blog. Blogs and websites are interchangeable today, but blog or website, it should be self hosted with its own unique domain name.
In addition to a lot of your own original, unique and informative content your website will also house links to resources, websites, books, authorities, information and influencers that your audience would enjoy knowing about. By being a repository for information related to your niche your website will become the go-to place for trusted information vetted by you.
Outside of your blog, you can have other areas on your website that consists of readable copy for your visitors.
Media Page -- This is a good place to put all your press releases and information that you want the media to have about you and your business. You may also include event information, a list of products and web real estate, awards, images and more.
Resource Page -- As mentioned above, having an area of your website that is devoted to resources that your ideal clients might enjoy is a great way to establish yourself as an expert in your niche. In the resource page you might include whitepapers, eBooks, eReports, guides as well as links to other people's information and important research. You might also include links to the tools you like to use in your business.
FAQ -- This is a great place to put questions and answers as well as any technical documentation that might need to be given to your customers and clients or potential customers and clients about your services and products. This type of content can not only help buyers who are on the fence make a purchase, but it will also help make current clients and customers happy to be able to find the information they need.
Case Studies Page -- This is a great way to demonstrate how others have used your products, services or concepts to solve problems or become successful. You can include videos, PDF files, screen shots, and any information that you think will show how other people are using your information to be successful, solve a problem, or otherwise. Perhaps this might become a portfolio page for some businesses.
Reviews & Testimonials Page -- This is a very important page to include on your website. There are even plugins for WordPress that can help make this process automatic. You simply send your customers a link to the questionnaire and then their review or testimonial is added automatically to your website. A great way to have user generated content.
Content Separated by Type -- If you're getting a nice library of content in different forms, PDF, Podcasts, videos and so forth, why not create a separate page for each type of content. This will enable those who prefer a certain type of content to view it in the way they want, and will give you a new way to display the content.
Sales Pages -- This is another type of content, and one that should reside either on your website or on a special domain name for each individual product. It's up to you how you do that, and both ways are successful. Having as much content evolve from one domain name as possible will make your page rank higher in the search engines.
Some online gurus have referred to your website or blog as your hub or home base. This is exactly what it is. You want all content to originate from someplace, make it your website or blog. All other marketing channels, be they social, paid advertisements, offline ads, article marketing and more should all link back to your main website. It shouldn't matter what type of content you're distributing, the link back is your website. Remember that the end goal of all marketing is to convert leads into customers.
Your website must provide information to potential clients and clients alike throughout the entire customer cycle. There are many tools to help make everything easier to work together. We've talked about some already but let's get more in-depth about them here.
Track, Measure and Analyze Stats
It's very important to track, measure and analyze the numbers before, during and after any new social media marketing or SEO effort. If you don't know what numbers you started with, you'll have a hard time knowing whether or not your hard work paid off. Even if the numbers show a complete failure in reaching your goals, you can see where things went wrong and will be able to decide what to do differently the next time.
Establish Clear Goals
Remember the SMART acronym to ensure that your goals are clear. Once established you want to take a look at where you are compared to where you want to be. That's how you'll know whether or not you succeeded in reaching those goals.
Choose What to Measure
What you measure will depend on what type of things you're measuring. Is it social media, a landing page, SEO tactics or something else entirely that you're measuring?
Some things you should be tracking include:
* Unique Visitors
* New Visitors
* Traffic Sources
* Inbound Links
* Conversion Rate
* Call To Action Performance
* Bounce Rate
* Popular Pages
* Organic Traffic
* Search Engine Ranking
* Inbound Links
* Unpopular Pages
* Audience Engagement
* Delivery Rate
* Click Through Rate
* and More...
Essentially, you want to track and measure anything that can be tracked and measured.
You want to see where the numbers were before, during and after you do any new things you add or changes you make. Whether that is SEO based, social media based, content based, paid advertising based or something else entirely. You can only know if your, social media marketing and SEO plans are working if you look at the numbers.
By studying all the appropriate numbers for any action and reaction you'll be able to determine what works, and what doesn't work. You'll be able to quickly modify your tactics toward better returns on investment, throwing out what isn't working and replacing it with what is working.
Read Part Seven in our series... Tools to Implement, Track and Measure Success.