Writing a book forces you to think BIG – you have to think beyond a single post or even a series of posts. You also want something unique – something that’ll have some legs. And, I wanted some killer visuals for the book. All this came together in the Roadmap to Social Media Marketing Success I’m developing for the new book.
The graphic still needs more work and I’m struggling to make sure all the elements are correct, but here’s my current version of the Roadmap to Social Media Marketing Success:
Elements of Social Media Marketing Success
ROI (Return on Investment) requires you bring more traffic to your website and convert the traffic generated. Bringing more traffic to your site, without being able to close that traffic, may boost your ego, but it won’t improve your ROI.
Of course, this is the notion that belies common misconceptions about social media – that generating huge numbers is enough to improve your bottom line. The fact is that social media marketing success requires conversion of the traffic, not just building it. So what if your YouTube video had a million hits or you have 100,000 fans. You have to convert. Let’s look at an example using a Facebook example:
Number of fans: 100,000 10,000
Conversion rate: 1% 10%
Sales 1000 1000
See, increasing your conversion rate generates the same ROI with only 10% of the fans. So, let everyone else brag about how many fans or followers they have. You’ll be too busy cashing checks.
Social media marketing success requires efforts that bring more traffic to your website and everything MUST work together – thus SEO (Search Engine Optimization) and SMO (Social Media Optimization) work with online and offline advertising to bring traffic to your site. Sacrificing one element, like SMO, to get better SEO won’t maximize your ROI and recent Panda updates to the Google search algorithm reinforce the importance of integrating these elements. So, folks who keyword load their sites to get good SERPs (Search Engine Results Page positioning) may initially drive more traffic, but visitors are disappointed with low-quality content designed around keywords rather than solving problems for visitors.
Online advertising through banner advertising or affiliate links brings traffic to your website, creating social media marketing success. Badges are a great way to bring in traffic. A simple badge attracts site managers to upload your badge on their sites. Badges should be linked to bring visitors back to your site.
Clickbank and Google Adwords can bring visitors to your site. Clickbank has the advantage that you only pay for advertising when someone buys your products, while Adwords requires you pay every time someone selects your link – even if they aren’t prospects for your products.
And, don’t forget offline advertising in your social media marketing success. This may involve traditional advertising in print and broadcast media and public relations. But, offline advertising can be more subtle – involving networking at local and national events in your industry. In social media marketing, I go to local meetings of the AMA (American Marketing Association) and local meetup groups including the WordPress meetup and Social Media meetup groups. I volunteer as a speaker for these events and follow-up with folks I meet at events.
Remember, just as with your social media, networking is a chance to help others, not promote yourself. People quickly loose patience with folks who constantly self-promote at these events.
Next post, we’ll talk about conversion strategies and how they contribute to your social media marketing success. Let me know what you find works in bringing more traffic to your site and stay tuned for ways you can convert these visitors better.