Stop Wasting Time on Social Media

Three Steps to Take to Improve the Way You Engage with Customers Online

July 2014

When you don’t see your social media marketing efforts converting into sales, you can feel as if you are wasting your time posting to Facebook, Twitter, Google+, and even LinkedIn. The truth is that you may indeed be wasting your time.

To become well-Liked on Facebook and to compel clients and prospects to click the links you Tweet, you may have to change your perspective on how these social media tools should be used. “People forget that social media is supposed to be social,” says Mardy Sitzer, digital marketing expert and owner of Bumblebee Design and Marketing. “That is the part that most often gets lost in the marketing mix.”

The key to any social strategy is the content you post, Like, Tweet, favorite, and so on. Before you continue to waste your time with social media, try taking these three steps:

Step 1: Embrace Your Analytics.

Most website content management systems such as WordPress, Tumblr, and Blogger provide standard analytics that can tell you how many visitors are coming to your site, where on your site they are clicking, and how they found your site. You can learn how many people are going to your site by clicking a link on Facebook, and how that compares to people coming directly to your site or finding you through a search engine like Google. Social media sites also provide basic analytics that will tell you how many people clicked on your posts.

Review this data regularly to find out which social media posts compelled the most visitors to come to your site. Looking at this data will help you evaluate your content and post more of the types of content that resonate with your audience.

Step 2: Define Your Ideal Audience.

Posting interesting content that gets you more engagement won’t have any value to your bottom line if the audience you are engaging is not your customer base. The next step is to consider your ideal clients and determine the type of content that would be relevant to them. “Be very clear about how your product or service fits into your ideal clients’ lives,” says Sitzer. “What else are they interested in? What else do they value? You have to be as interested in them as you want them to be in you.”

Step 3: Stop Selling.

Social media is not a sales platform; it’s an engagement platform. Your social media channels should be used for building community, not for pushing coupons and deals. Your posts should educate or entertain your audience without directly selling a product or service. “If you shift how you use social media, the sales will evolve naturally,” says Sitzer.

How These Steps Come Together

Sitzer gave an example of how one business a chain of fitness studios implemented these three steps successfully. This strategy was crafted by looking at social media analytics to evaluate what types of posts were taking off.

While the owner’s business focused on toning the outside of the body, he found his clientele tended to be very interested in nutrition. Because you can only post so much content about muscle strength, part of the content strategy focused on nutrition. He creates content and equally important and effective he shares other peoples’ content on

nutritional topics, such as the risks of caffeine, and the difference between glucose and fructose.

“His content isn’t just about strengthening; it is about a lifestyle and healthy choices,” says Sitzer. “Food is something people may be more comfortable talking about and is a very engaging topic for a dialog.”

By including posts about nutrition, this business owner first defined his ideal clients and created content that demonstrated how his company fit into their lives.

The fitness studio also posts links with entertainment value. Not only does he share funny pictures of employees, but he also posts links to comedic videos about “gym fails” and “weightlifting fails” to inject humor. By loosening up with some of these posts, the interaction with the audience is clearly social. The end result is keeping current customers engaged with the business as well as attracting new clients.




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