Social media doesn’t just mean setting up a Facebook account or microblogging on Twitter. Social media involves an integrated approach optimizing multiple social media platforms in a coordinated fashion with other marketing tactics to increase business success.
A website supports your social media marketing efforts by giving you a home to build your brand, highlight your products and services, coordinate social media into one place, give folks a reason to buy your products and, maybe, even sell your products. See, you don’t have to be an online retailer to make money online.
Increasing sales requires you bring more traffic to your website and convert the traffic; whether you’re making sales online or using online strategies to drive traffic to your store. Bringing more traffic to your site without being able to close that traffic may boost your ego, but it won’t improve your bottom line.
Successful social media marketing strategy requires a strategy built on an understanding of the unique nature of online marketing, a concerted, sustained effort, effective monitoring, and time – nothing in social media happens over night.
Of course, this is the notion that belies common misconceptions of social media – that you can generate massive response with a single piece of viral content and become an overnight millionaire. Another misconception is that you should focus on building large numbers of fans; leading companies to waste money hosting contests or using other tools to build their fan base. But, generating huge numbers isn’t 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 that traffic into sales. Let’s look at an example using a Facebook Fan Page:
Number of fans: 100,000 10,000
Conversion rate: 1% 10%
Sales 1000 1000
As you see, both situations generate exactly the same sales – 1000 units. In the 1st situation, the brand has lots of fans, but isn’t so successful at converting them into buyers. In the 2nd case, the firm has only 10% as many fans as the first brand, but they’re much more successful at converting them.
While you can either focus on building your network or converting your network. By focusing on both at the same time, you’ll always outperform the results you get from either strategy alone. Are you convinced? Then, let’s take a look at how you build traffic and convert that traffic. A diagram might help, so we created this great infographic.
Over the next few months, I’ll discuss more about this Roadmap to Social Media Marketing Success. Today, I’ll give you an overview of this roadmap.
As you can see from this diagram, building traffic and converting traffic doesn’t just happen – it’s a function of many actions all working in harmony to create success. A comprehensive and coordinated strategy must encompass action plans across many different marketing areas, including traditional media, social media, SEO (Search Engine Optimization), branding, customer service, and more. Each action plan requires attention to detail and specialized skills and experience.
Social media marketing success doesn’t just happen and it takes more than your nephew who has 593 friends on HIS Facebook profile. Your marketing plans will likely fail if you don’t have these skills and expertise in-house or hire the right folks to bring your strategies to life.
If you want a details about how to create social media marketing success, you can download our FREE 66 page ebook.
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