There is an existing excess of inbound marketing techniques that online marketers can use to generate leads and reinvigorate sales. But when it comes to blogging, posting info on social platforms, and other forms of Web-based marketing, many learn a number of hard truths about social media with a rather bleak response.
For one, social media is crowded, and generating website visitors or other conversions is an uphill battle. Why? Because everyone in your industry is doing it. They are, at least, creating accounts, throwing out some tacky posts, and annoying followers on Facebook who would rather see what their friends are doing.
These platforms are protected by users who, by no means, are required to follow businesses. A single bad apple/poster can ruin a person’s opinion about other brand-related accounts. Is it your fault? Hopefully not, but this is just one of many truths about social media that marketers need to acknowledge and move past.
The Learning Curve
More often than not, businesses will jump on the Web-marketing bandwagon without a second thought. It is affordable, effective when done correctly, and helps companies create online assets that buffer their image. Difficulties arise from day one, however, especially when it comes to learning how to entice potential follows, likes, and shares.
A lot of companies learn this the hard way through trial and error. Others, of course, seldom take a second glance at social media, and they cease realizing benefits. To start with, online marketers need to understand that assets benefit one another. This means landing pages, media accounts, and content all work together to increase traffic, sales, and online recognition. It is not a one-size-fits-all sort of challenge, either; every business has to figure out what works for them.
Among the top hard truths about social media, timing is a major influence on a campaign’s effectiveness. But why should timing matter at all? Aren’t people on the Internet at all times of the day, and does not any sort of like or share bumps posts up on newsfeeds? Yes, they do, but there’s a lot more to timing than when you post your content.
Businesses need to create professional editorial-type calendars that help them keep their posts frequent and non-invasive on newsfeeds. A yearlong calendar (as well as one that bleeds into the new year) should consist of holidays, events, and be shaped around any new branding strategies or product releases. This allows marketers to plan out content and stay active on feeds without overwhelming their precious followers.
“Social Rank” Is A Reality
Maybe one of the most important hard truths about social media is that social rank and authorship are becoming increasingly crucial for businesses. Authorship, an actual system put in place by Google, is a way got brands to post blogs and articles that are tied into Google+ accounts. This helps content climb search result pages and be seen by the everyday person. Social rank, of course, is much harder to define.
It is a “soft ranking” determined by an account’s activity, followers, and overall popularity. A strong social rank is a major positive to companies who are then able to share their media success and attract new follows. It is the “monkey see, monkey do” mentality that social users use when deciding to engage with a business’ media efforts.
Writing Epic, Long-Lasting Content Isn’t Easy
Finally, marketers need to come to terms with the fact that creating epic content is more than a challenge. Timely, long-lasting (“evergreen”), informative, and entertaining content calls for a lot of effort and professional writing. This content, however, has the potential to stay active and to keep working for businesses long after it is published.
Super content that busts past the typical 500-word blog can stay up on search engines for years. There are a number of tricks to writing this content, of course. It needs to be:
-Long. Epic content has plenty of information.
-Engaging to a wide spread of readers.
-Create an interest or share an opinion on an idea.
-Well-written and lack any major revisions.
And there it is — a few hard truths about social media that you now recognize and can move past.
Photo by: Stefan Topfer