We put a poll out on Girls in Business again (a goldmine of small business information and research opportunities by the way!) and asked what people found were their biggest struggles on social media for their business and the answers weren’t all surprising. We’ve all been there with these struggles, but we’re here to tell you that you can overcome all of these!
The easiest one is actually the one the most people voted as the hardest – hopefully that’s good news to you!
Things like finding more time or money is less straight forward than getting your ads to perform.
So, how do you do it?
Creating Facebook ads that sell
Notice how we specified that these ads are Facebook? That’s not by accident.
Your first step to getting your social media ads selling, is to start focussing your energy on your highest performing ads. For most people this is Facebook, where the advertising tools are almost at Google’s level of precision. Pinterest, LinkedIn, and Twitter ads can work, but they’re very niche, depend on your country, and are less accurate than Facebooks. So first step is to start putting your energy into Facebook advertising – this covers Instagram as well, as these are essentially the same thing by now.
- Your next step, is to set up your Facebook Pixel. No idea what this is? Or how to set it up? Or why you need it? Luckily we’ve already written this blog post, which you can check out here.
- Once your Pixel has been set up and seasoned like a good steak, it’s time to set up your funnels
- One video views or engagement campaign, then a second campaign retargeting the video views or engagement with a traffic campaign, and then a third campaign retargeting people who have been to your website!
- Boom that’s it! That’s our secret sauce! We literally just gave it away in one (albeit long, run-on) sentence!
Of course, it can be a little bit trickier than that, with some complicated scaling methods, targeting, and making the right creative, but at least NOW you know you shouldn’t be wasting your time boosting posts and expecting sales! Boosting works well for certain objectives and certain industries (we particularly like it for certain not-for-profits), however it’s not going to get you as many sales as a funnel will! And it’s certainly more straight forward than…
Having time to actually work on your social media
Look, we totally get it – running a business is time-consuming! It’s super easy to overlook the stuff you don’t – or can’t – enjoy. There are two ways to go about this:
- Schedule in a time on your calendar once a week to deal with your social. 1 hour on a Monday morning should at minimum set you up for the rest of the week. Dedicating your efforts to just one platform instead of trying to do it all will greatly reduce the time you need to spend on your social media. It also helps to have a strategy in place – if you know what the plan is, it’s much quicker to put into place!
- Pay someone to do it for you. Sorry – this blog isn’t meant to be a sales pitch, but you guys said it was your second biggest pain point! We’re sorry to say it, but as a business owner there just eventually becomes a time where you’re going to need to outsource the jobs that you don’t love, don’t have time for, or aren’t what you started business to do! As business owners there is a tendency to DIY it all – it’s what got you in this position in the first place! But you’re going to have to let go at some point – maybe it’s time to hand the social reins over?
Capital to pay for ads or professional help
This is legit. Money doesn’t grow on trees, and it’s probably no coincidence this answer scored just behind “not having time”. So what do you do if you don’t have time AND you don’t have money?
- Similar to option one for the previous issue. You’re going to have to knuckle down and find a way to schedule it in. Focus your efforts in one place to save time, and be really good at it, so you get amazing organic traffic and don’t need to pay for ads. It’s tough and it’s going to take blood, sweat, and tears – but hey, that’s business right?
- Start really taking a look at how you’re running your business. If you have no time AND you have no money – well it’s not looking good, kid. You either have a lot of both, and if you haven’t any of either, it’s time to make some changes. Are you charging your clients enough? Are you working as efficiently as you could be? Are your expenses unnecessarily high? Listen, we’re not saying adjust your whole business model just so you can hire a social media manager, but if you have no time or money then we’re genuinely worried you’re heading for burn out.
- Maybe you have the time, and not the money? You’re in luck! This is a great time in the world where there are so many resources on the internet that you can become an expert in ANYTHING. Now, you probably still aren’t dying to become a social media expert – we imagine your business is something else. That’s fine, you don’t have to become an expert in everything pertaining to social media. Pick one or two platforms, one or two ad styles, and three or four content marketing methods, and learn the crap out of them! Narrowing your scope gives you more ability to smash it in just a few specific, but really awesome ways! Good for you! We’re thinking of pulling together our favourite social media resources, so give us a yell if that would help with this!
Growing social media following
Ok, listen. It’s time to talk.
We’ve been meaning to tell you for a while but… We just didn’t know how to break it to you.
It’s nothing personal or anything…
But it’s 2017 and it’s time for you to admit to yourself that follower counts are a vanity metric.
They’re not your best method for gaining sales, and at the end of the day most business owners want large numbers of followers because it makes them feel good. It validates their business.
We’re here to tell you that your business is already valid. Don’t let no number define you!
Of course there are a few times follower counts matter, and sometimes they do convert to sales – but these are very unique times, and if this is your biggest pain point then it’s time to accept the hard truth that there are bigger things to worry about!
Follower counts can be important for charities – followers and engagement help spread a positive message and that’s great if your business is community or message based – not focussed on profit!
Followers are also useful if you don’t have a website – but you should have a website.
Follower counts can also convert to sales if you are spending a lot on influencer marketing – which means that actually influencer marketing should be your biggest pain point/focus! Not the actual follower counts themselves!
But ok, who cares, you’re going to keep worrying about it anyway, so what are our tips?
- You better work! Make your content so damn engaging, so damn shareable, and the most viral-worthy content ever made and the likes will start rolling in! This content is hard, hard work though, so if follower count is that important to you, then be prepared to put in some hard time.
- Influencer marketing. That’s right – influencers = followers. Engaged followers too, which is awesome! These can cost, or they can be free, but whichever way you do it, it’s important to pick the right influencers and set some clear boundaries with a contract. But after that, God speed my queen.
- Run engagement campaigns. This is often more effective with brands that already have a base following, but if you’re running PPE campaigns and inviting people to like your page, you’re going to see that number tick over – good for you!
Lastly, but certainly not least…
Getting clicks through to your website
This is actually a really big one! We thought it would be higher on the list but there you go – we can’t predict everything. This one is super important for seasoning your Pixel, and having people you can retarget to. People who go to your website are clearly interested and much easier to market to that those who have no idea who you are. So how do you do it?
- A traffic campaign should already be part of your funnel – if not, put that in place now! Make sure you’re getting clicks for around $0.20(NZD) or less, otherwise you may need to improve your targeting or creative! But this is a good way to get a constant stream of traffic through.
- Influencer marketing! Yes, I’ve already mentioned it, but seriously this is a great way to get people onto your website, and a great way to get people into your funnel!
- Sneaky, sneaky product placement. Have you ever watched those Buzzfeed Tasty videos? Those drool-worthy quick videos of how to make to-die-for food? Those are great marketing, and from experience cause a large number of clicks! Why? Because you sneakily add in your product! Just think: “And then for the next step you use the Big Brand Cooking Tool (URL) to…”! Sneaky, sneaky, totally effective!
So there you have it – our holy grail of information laid out for you to see. Social media is often time-consuming, expensive, or confusing – but there is no need for you to feel in the dark or taken for a ride. If there are any pain points we’ve missed, let us know in the comments, and we might make a special blog just for you!