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By vivian on March 8, 2017
Back when I first started, Social Media Marketing seems like a simple thing. I mean, what’s so hard about it?
You create a Facebook page for your company, share things like promotions and handle enquiries. Maybe organize some contests or blast ads once in a while.
But as I delve deeper into Social Media Marketing, I realize how huge the potential and opportunities offered by the entire social media ecosystem.
The more I worked into it, the more I realize that it’s more than just handling a Facebook page and there’s actually a lot of creative ways to use other social media platforms.
This even include the widely ridiculed Google Plus which increased my organic traffic by 655%!
Before we get to the list, I’d like to share the core principle that I believe can make Social Media Marketing much more effective and benefit both business and consumers.
How? Make it less about you/your brand, and more towards a common interest. On top of the essentials like having your brand or product page, build a followership based on your target customer.
Crafting a buyer persona basically means doing a deep research on your target customer – who they are, what do they do, what are their pain points and even what do they do on their free time.
When you have a buyer persona, you can to tap into their interests that crosses with your brand and start there.
Contrary to Company or Brand pages, niche pages are about certain topic of interest.
Take example for SEOPressor. Our main product deals with SEO but we serve mostly internet marketers and website owners who does a lot of other stuff than just SEO.
In this case, we would create a Facebook Group focused on Internet Marketing to share and discuss everything to do with Internet Marketing.
Of course, once every often SEO would make a good topic and we can then share our product and services or articles from our blog.
Brand pages mostly will be followed by people already using your product and services so you can’t grow your market that way.
Creating a page about Internet Marketing for example will help us gather all internet marketers, most of whom are probably not using our product yet or might not even heard of us in the first place.
These are all potential customers who can be converted into purchasing clients.
The benefits of creating niche pages includes:
This is a highly proven tactic clearly demonstrated by Neil Patel in his $100k challenge.
One of the first thing Neil does when starting the challenge is to build a followship in Facebook even before his website have any written content.
For his health supplement website, he created a page centered on nutrition tips sharing anything from recipes, health infographics and busting nutrition-related myths.
In the early stages Neil grow the page with only sharing tips and contents from established dietary sites.
Slowly, he replaces them with his self-written contents, driving traffic from the page to his website.
He does a lot of things to help him accomplish the challenge to earn $100k per month from the website but in my opinion, creating this niche page is the cornerstone of his success.
You can create niche pages in several social media platform:
Ah yes, Google Plus. The ghost town of social media. Except that this isn’t true and Google Plus actually have the biggest and most active communities around.
Boasting 540 million active monthly users in 2016, Google Plus keeps improving their social media site and one of the new features they introduce is Google Plus Collections.
Similar to niche pages, but on Google+. Collections is as the name implies, is a collection of related items.
You can create collections of topic of interests related to your business and populate them with related posts, preferably a mix of your own content and occasionally others.
Popular interests are easier to grow for example Animal Lovers.
Similar to Pinterest, Collections are another simple approach to find items related to any particular topic of interest.
Compared to group or community features, collections focuses more on simple contents such as images solely curated by the owner of the Collection.
This is also the reason why collections is highly personalized and you won’t be distracted by community posting and discussions.
With Collections you can also benefit from:
BuzzFeed is a great example of brands utilizing Collections. Each of their collections have more than 1 million followers.
Hashtag is not a new thing but there are quite a lot of marketers still under-utilizing them.
Many marketers regard hashtags just as a method to get your content discovered while there are many other creative ways on using hashtags:
Other than Twitter, hashtags are also popular on Instagram and usable on Facebook and Google Plus.
Twitter recently also notifies your followers when you and other people they are following are Tweeting about the same hashtag.
Guest posting is a well-known SEO practice because you can publish contents outside of your own website and link back to it, driving traffic and increasing exposure.
Social Media Publishing allows you to “guest post” on social media platforms that also include a publishing feature.
Such platforms includes:
In the online marketing niche, places like Inbound.org also provides a place to publish original contents.
Like what I’ve mentioned earlier, Social Media Publishing have the same benefits of guest posting, only with an added bonus that you have full control of it.
With that being said, let’s have a recap anyways. Publishing contents on social media gives you:
Publishing contents in many platforms can take quite some effort but you don’t have to do it all the time.
You can also republish the same idea and slightly tweak them to address the different crowd in different platforms.
User’s social media feed is limited and there are many contents competing for visibility.
This is why more and more social media platform like Facebook implement algorithm to filter which content gets to be shown and which gets buried.
Profile activity and post interactivity are few of the metrics that decides if your page is important enough to be shown on your follower’s feed.
You know what this means? If you’re not actively posting and engaging, you might not be seen at all and end up as a “Dead profile”.
But if you only share things exclusively from your own site, you will be limited as you won’t be publishing frequently enough to populate your feed on a daily, or in some platforms, hourly basis.
What do you do then? Content Curation of course. At the very basic, content curation sounds easy:
But doing it in a consistent scale can be really tiring. Searching and selecting fresh and new posts daily for your niche is hard to do in Google alone and they take precious time need for thousand other more important tasks.
That’s why I use content curation tools such as Scoop.it to help automate the process and you can search, comment and share in multiple social platforms at once.
Content curation is important to keep your social media profiles alive and buzzing. It can also benefit you with:
Pinterest is another highly underrated social media when it comes to Social Media Marketing. Most people ignore them just because of their relatively low userbase count which is a shame!
What not many people know is the fact that Pinterest is the second biggest driver of referral traffic by a large margin. How cool is that?
Another probable reason why people are not that keen to get into Pinterest is because of its visual nature.
Designing images and infographics takes a little bit more effort than plain copywriting and not many people would want to invest time for it.
You already have all the points from your content. The only thing left is to arrange them and make it look decent.
Despite having less userbase compared to top social media giants, Pinterest is highly focused and engaging.
This is a result of Pinterest’s unique core design:
Apart of planning long term strategies, Social Media Marketing usually involves simple, but repetitive and at times, tedious tasks.
The more social media accounts you manage (for each product, event or organizations) , more time will be consumed just running them. Soon you will be overwhelmed with no time to work on other important stuff.
This is where automation will come in handy. You see, a lot of these menial tasks like greeting your followers every morning or sharing news daily can be automated.
Most others can be scheduled so that you can set up an entire week’s worth of social media updates within one day.
Automation shouldn’t be done on all Social Media Marketing activities. Things that involve human interaction like replying for example, should be done in-person.
Any tasks that doesn’t require too much creativity can be automated and it’s a good idea to vary the automated messages so that they aren’t too obvious.
Automation can help:
Another great technique taught by Neil Patel during his $100k Challenge, trading shout-outs ia a great way to start a new page or fanbase.
What is does is basically similar to how you do influencer outreach – you contact similar pages to the niche you’re targeting.
When both parties agrees, post a few updates recommending each other to the respective fans.
Make sure you have at least a decent amount of followers yourself for the other party to benefit from trading shout-outs and being interested.
Not everyone will cooperate but according to Neil, roughly 1 out of 10 will.
Such cooperation can help two rising pages to get double the exposure they get from just their own followers.
These are just some of the things I picked up along my journey managing business social media accounts.
The most important points is, as a Social Media Marketer, we shouldn’t limit ourselves just to the common practices and keep finding more ways to utilize and exploit the vastness of the entire social media ecosystem.
I don’t need to emphasize the importance of social media in driving traffic to your website and converting them into paying customers. It’s a crucial tool in anyone doing marketing online.
So what are some of the tip and tricks you pick up while doing social media marketing? I’d love to hear about them so do share in the comments!
Updated: 22 September 2023
Vivian is an anthropologist lost in the world of digital marketing. She has an interest in learning about the science of marketing and the creativity that businesses use to transform themselves into purple cows.
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