Why Your Social Media Marketing Sucks!

Social Media Marketing is NOT about shoutingSocial Media Marketing Should Be Easy!

Social media marketing is easy, incredibly easy actually. That is why it so irritating to see so many people doing it wrong. If you think social media marketing or marketing, in general, is all about shouting your message as loud and often as possible you are part of the problem. I get that you have an awesome message, and I get that it’s important for people to see it. However, far more important is that they hear it and pay attention. How do you do that? You have to be engaging. We hear that a lot but what does that mean really? Aren’t you being engaging when you blast out your latest blog post every two hours on every media platform? No… You are not. At best you are shouting and in the worst case, you are spamming.

How Do I Become Engaging on Social Media?

There are Several things you have to focus on if you want to be engaging:

  • Great content
  • Conversation
  • Connection
  • Relationship
  • Care

I don’t think any of these ideas will come as a surprise to anyone, but it’s worth having the discussion about what it means.

Great Content

When you ask anyone how to get visitors to my blog, or how do I get people to retweet me the first thing anyone will tell you is to write great content or “Content is king!”. So what is “Great Content”? To me great content is simple. Great content is about writing articles that solve a problem or answers a question in a way that is entertaining, useful, or unique, and shows a strong point of view.

Great content is about writing articles that solve a problem or answers a question in a way that is… Click To Tweet

You should not just say “A lot of people think this and others that…” Be willing to put yourself out there. I’m reading your blog because I see some value in what YOU think. Do not be afraid to be strong and share controversial opinions. It’s scary to put yourself out there, but this is how you get people to comment and share your stuff. Nobody comments on or shares a boring post. However, if they disagree with you they are 2x as likely to comment and your supporters will chime in. Some of my favorite posts are ones where most people disagreed with me.

You should never be afraid to give too much away for free. I use to be afraid to share my best stuff, my secret sauce, the things that make people want to pay me for what I know. The truth is, the more you share the more people see how much value you add and what you can do. They will appreciate your generosity and keep coming back. It’s difficult to remember some times, but being generous with your knowledge is the key to developing great content.

Being generous with your knowledge is the key to developing great content. #socialmedia #blogging Click To Tweet

Finally, make your posts actionable. When someone is done with your post they should be able to do something new. Create step by step instructions, leave them with an action item to do or think about. Give them a book to read or another blog post to visit. You can do whatever you want, but there should be a next step. I frequently do all of these things.

Write in a Conversational Tone

My favorite bloggers all write in a conversational tone. When I read what they are saying it sounds organized, professional, and intelligent. Of equal importance though, is that it sounds like they are talking directly to me. Chris Brogan is one of my favorites because when I read his writing, I feel like he is in the room with me. I get a sense of who he is and I feel a connection to this man that I have never spoken to. If you want to get a feel for what that looks like check out this post he wrote on Facebook Live. You can see he is giving a lot of great information there, but as a reader, it doesn’t feel like he is just shouting his news to the world. To me, it sounds like a friend who has written me just to let me know what he is excited about. Another example from my own blog is my post “Long Time no See.” In this post, I talk about what I did during the four-year break I took from blogging and my divorce and remarriage. <–That’s a pretty interesting story BTW.

You Need To Make Connections

The marvelous thing about blogging and social media, in general, is that the conversation can go back and forth. Before I follow a new Twitter account one of the things I do is click the Tweets & Replies button to see if they have any conversation at all or is the account just shouting into a void.

There are a lot of people on Twitter complaining about how they get nothing out of it, or that nobody engages with them. I’m going to give you the “secret” to being successful on Twitter.  Talk to people! Don’t just rebroadcast your RSS feed and then complain that nobody follows you back or engages with your content. When I read something I really like on Twitter I try to reply to that person publicly thanking them for the information. If I have strong feelings I’ll agree or ask a question and see if I can learn more or spark a conversation.

I also make an effort reply to people who tweet my blog posts and thank them personally. I do this myself not with a service, I’ll ask them what they thought or for feedback. This gives me a chance to learn, but their replies are also public and your conversation can occasionally draw other people in or attract new followers. People like to follow other active engaging people. If I just wanted to see your RSS feed I’d add it to Feedly and follow it there.

Relationship

Once you start making connections you need to foster and mature that relationship. This sounds very difficult, but the reality is, it is very easy. Here is how I do it. When I find engaging people I add them to a twitter list. This lets me see a much cleaner version of my Twitter feed with just the people I am most interested in talking too. If it’s someone who’s content I am particularly interested in I will add their blog feed to Feedly as well. If I am extremely interested I’ll also sign up for their newsletter.

None of that in and of itself builds relationship. What these two things allow me to do though is keep a close eye on the 20-30 people I am most interested in. It ensures I see more of their Tweets and when I am working on that list I am in retweet and reply mode. When I am in Feedly I am in blog comment mode or looking for ideas to write about and posts to link to. What I want is for these people to see my name and face everywhere they look. I want them to think WOW! I see this Brad guy everywhere. More importantly though they see me sharing their content, commenting with substantial comments and holding conversations about their stuff with not only them but other people as well.

What I want is for these people to see my name and face everywhere they look. I want them to think WOW! I see this Brad guy everywhere. More importantly, though they see me sharing their content, commenting with substantial comments and holding conversations about their stuff with not only them but other people as well.

Why do I do this? There are a number of reasons. first, when people notice this activity they generally appreciate it and will follow back. Second, I am a little hopeful they will return the favor. Maybe they will visit my blog to see who I am? Maybe they will link out to me or share my content? When I notice some interaction back I’ll reach out via email, their contact page or Twitter DM and initiate a more private conversation to share ideas on how we can help each other. That is where relationship starts. helping others with nor real expectation of anything in return. My experience tells me if you do this a lot it always comes back to you in one way or another. If I do this for a number of weeks and get no response though I’ll disengage and move on. I’m not interested in building relationships with people who do not want to work the relationship both ways.

That is where the relationship starts. Helping others with no real expectation of anything in return will help you make real friends. My experience tells me if you do this a lot it always comes back to you in one way or another. If I do this for a number of weeks and get no response though I’ll disengage and move on. I’m not interested in building relationships with people who do not want to work the relationship both ways.

You Have to Care About Others

Because I have talked about all of this in very clinical terms, I feel like I need to be clear here and say: You have to be truly selfless in all of this and actually care about the success of others. Thats right, your social media isn’t just about YOU. That’s why it is called “social” media and not internet media. If you want any of this to work you have to be invested in your content, audience, and the people you follow. Think about yourself as a curator of quality content. I try to only share awesome and interesting stuff. especially if it is off my primary topics.

Your social media isn't just about YOU. That's why it is called social media! #socialmedia… Click To Tweet

If you are following me you will see some of everything I find valuable. I share content on sales, marketing, news, fatherhood, christianity, occasionally fitness, fishing, video games, and pop culture. I’m trying to connect with people like me. I know I can’t be all things to all people so I focus on being the best me that I can be and making my strongest connections with similar people. Fortunately, a fair about of people seem to think I’m cool enough to follow and interact with.

Closing Thoughts on Social Media Marketing

I said in the beginning of this post that social media marketing should be easy and I hope now that you can see that it is. Yes there is some science to it, but it’s really more of an art. if you are a good citizen in the world of social media your marketing efforts will be far more effective than the person who crafts perfect headlines and shouts out their content at only peak times.

The short version of this entire article is this. If you want to be effective in your social media marketing strategies focus on people and interaction more than you do thinking of headlines and optimizing your posting times. Be a real and engaging person and people will be attracted to you because you will look different that the mindless people shouting “LOOK AT ME!” from the rooftop.

If you want to be effective in your social media marketing strategies focus on people. #marketing Click To Tweet

What to do Next:

Develop a Social Media Marketing Action Plan

  • Start engaging with people on Facebook, Twitter, and Instagram.
  • Create a list of people who seem to respond back and hold conversations.
  • Keep that list small and follow it closely.
  • Add your favorite people to Feedly and comment on their blog at least weekly.
  • Share and retweet quality content.
  • Respond to people you catch sharing your content and engage them by asking what they thought.
  • Write blog posts that link out to content created by people you admire and extend their thoughts or add substantially to the conversation.

For Further Study

I have 4 fantastic books you should take a look at if you want to know more:

I’m a huge fan of Guy Kawasaki so my first two recommendations are: The Art of Social Media: Power Tips for Power Users and Engagement from Scratch! How Super-Community Builders Create a Loyal Audience and How You Can Do the Same! These two books are rated 4.5 and 5 stars respectively with hundreds of reviews. I promise you Guy will not let you down. He is a master marketer and relationship builder. 

Next, I think you should take a look at Text Me! Snap Me! Ask Me Anything!: How Entrepreneurs, Consultants And Artists Can Use The Power Of Intimate Attention To Build Their Brand, Grow Their Business And Change The World by Kevin Kruse. Kevin is a master of leadership and engagement who is famous for being able to teach you how to be viewed as a thought leader in your industry in less than a year. 

Finally, I think the SEO Fitness Workbook: 2017 Edition: The Seven Steps to Search Engine Optimization Success on Google is worth taking a look at for a couple of reasons. First of all it has a wonderful section social media marketing and it’s impact on SEO. Second, all of this work is worthless if your site is not optimized and Jason McDonald does a great job of giving you clear actionable steps to improve not only your social media engagement but your overall SEO. 

For Discussion

Please answer one of the following in the comments below:

What are your social media pet peeves?

How do you increase your engagement on social media?

What will you do differently going forward after reading this?

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