Brad Swezey — November 16, 2017 Today I want to talk to you about three early warning signs that your social media engagement is in danger of failing, and how to fix it.
The three things are your pages are not getting any more likes or follows, your pages aren’t getting the right types of likes or followers, and your ads aren’t converting into new business.
Let’s look, a little bit more in detail.
The first one ‑‑ you aren’t getting more likes, and by likes, I mean legitimate likes, when you’re not trying to just basically get people to like your page. You see this so often, time and time again, “Help us get to 1,000 likes. Help us to get to 10,000 likes,” etc.
That’s not doing anything for you. It’s just, “I’m trying to get people to like me, because that’s what I want to do.”
You want people to like and engage with your page because they’re interested in following and learning more about your business. If you have it on your emails you send out, you have it on your website, you have it on your promotional items, you have it when people come into the store ‑‑ if you’re doing something like that, the people are going to want to like your page because they want to hear more information. Especially if you have good deals or things along those lines, or interesting articles.
Those people are going to like you, and they’re going to follow you. They’re going to engage with you, and they’re going to spread the word and share your posts, etc. So, you really want to focus on getting more likes from people who really, genuinely like your business. That’s one ‑‑ you’re not getting more likes of substantive followers.
The second thing is you’re not getting the right types of followers. That links with the first one. There are plenty of things out there, and social media’s getting better at identifying those fake followers, etc., but you’re not getting the right types of people following you. That’s who you want, and it goes with what I said in the first thing, is you really want the right types of people to follow you.
I’m a small business marketing guy. I want small businesses who need help in marketing to follow me. That’s what I want, so I’m going to focus on that group.
I want them to follow me. It’d be great if I had other people following me, but I don’t really care. If you’re not a small business, or don’t know small business owners, I really am not that interested in whether you’re following me, you’re sharing my posts, etc. I know there’s secondary and tertiary effects in that, but I’m not really interested in it.
The third thing is your ads aren’t converting. Social media, as much as you want to engage organically, etc., a lot of times, social media requires you to spend a little bit of money boosting posts, advertising, so to speak.
But if you’re doing that, and they’re not converting into the desired business that you want ‑‑ if you’re trying to set up an offer, and you’re getting people to sign up or engage in something like that, and you’re not getting conversions ‑‑ then that’s a sign as well that maybe you’re not having a good offer there. Or maybe there’s something wrong with your product or service, especially if you can test what the other competitors of yours are doing.
You really want to constantly be checking your ads out and making sure they’re doing that and addressing the needs of the market.
Basically, those three things are early warning signs that your social media marketing (SMM) or social media optimization (SMO) is in danger of failing.
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