Attention is now the most valuable asset in marketing
Why? Because attention can be converted into sales
The challenge is everyone is being bombarded with the large volume of excellent content, forcing us to be more aggressive in filtering what we spend our time consuming. This makes it harder for small businesses to cut through the digital noise.
Enter Social media. Social media helps you get attention; if you use the top-of-mind strategy, which I’ll explain shortly. You can then convert that attention into enquiries, bookings and sales by creating content that meets your potential customers stage in their buying cycle, using a sales funnel, which I’ll describe later in this article.
Regardless of who your target audience is, there’s a very good chance they’re using their phones heavily and, like the rest of us, taking part in social media to varying degrees.
Knowing the age group of our target audience makes it easier to know which social media platforms to target. Your target audience will, from time to share your content with their network of friends, and you never know where that can lead? A friend of a friend is usually a good referral.
Before the sales come, you need your target audience’s attention. So, how can you use Social Media to get more attention for your business and its products or services?
Your business can use Top-of-mind marketing tactics. By posting info about your products/services on social media networks regularly, you can raise the awareness of your business in your locality or region. Awareness of your brand typically comes after your content has been seen multiple times.
Let’s first look at what Top-Of-Mind Social Media Marketing is. I’ll then show you how you can use video with the top-of-mind tactic to get reach into your market, without paying for adverts.
Top-Of-Mind Social Media Marketing
Keeping your business in the minds of your customers pays dividends:
- People are busy. Remind them you’re there to help them the next time they need what you offer. If you don’t remind them, your competition will.
- You can’t assume everyone in your local area knows about your business. Regular social media posts will put your business in front of new customers.
- You will find when posting regularly that your posts will be shared more often, and that’s what you want from your social media presence.
Social Networks Competing Hard for Eyeballs
Currently, Facebook, Instagram, and YouTube are competing hard with TikTok for eyeballs, and they know short form video is where it’s at; at the moment. This competition is good for us small business owners because these large platforms are giving us more reach to people who are not aware of our business yet. This gives us more exposure to potential customers for free. All we have to do is give Facebook, Instagram, and YouTube what they want.
Give them what they want to get what you want?
Why video is so important
- 89% of consumers are convinced to make a purchase after watching a video.
- Consumers are 27 times more likely to click on a video ad than a static banner.
- Video’s return on investment (ROI) is predominantly positive, with 92% of marketers achieving a favourable ROI in 2023, compared to 87% in 2022.
Facebook, Instagram, YouTube want videos. They don’t want Hollywood production quality, but they want short-form video, between 30 seconds to a minute.
- YouTube calls them Shorts.
- Instagram and Facebook call videos Reels.
- Videos on TikTok are called, wait for it… TikTok’s.
If you want to like to dig into the differences, read this article.
What can you possibly show in your videos in less than a minute?
- Quick 360 product videos, moving your phone camera around your product, giving a 360 view.
- Show the completion of your latest job. Show before and after. Ten to 30 seconds each and wrap it into one video of 1 minute or less.
- Video the location you find yourself in on any given day; if you think it’s interesting.
- Audiograms are sound bites that have visual components to them, like a sound wave. These could be customer testimonials or anything else you want to say to your audience. Don’t like the sound of your voice? Artificial intelligence can create voices for you.
Get what you want
The pay-off for doing this is you will be seen on social media by people who previously didn’t know your business existed. You will also be seen more frequently by your existing customers. You’ll be showing them more info about who you are and what you offer. More info is good for your customers. What’s the alternative, less info, less exposure? As a business owner, I know which path I prefer.
All of this will take too much time, won’t it?
Now, before your eyes glaze over contemplating doing this regularly, keep in mind, after posting 3 or 4 days a week for 3 months, you can start republishing previous posts. This way, new followers of your social media accounts will see them for the first time. It’s a good idea to resurface older posts you know are popular because not everyone who follows you sees everything you post.
You can find out what posts are popular by viewing your social media account analytics and insights.
What you don’t measure, you can’t manage.
You don’t have to post manually every day. These posts can also be pre-programmed to send out on any day of the week if you use a scheduler? Facebook and Instagram have their scheduler you can use. Once a week, plug your posts into your scheduler, and they’ll go out automatically. This way, you could spend a couple of hours a week, or even set aside a day a month to create all your content for the next month. You can also use a third-party social media post scheduler like Plann, which is what we use and recommend. If you use this link, you’ll get a $10 credit for your first month.
Allow three months to see what’s working?
This also gives you time to get some meaningful data on what’s resonating with your followers.
How do you create your videos?
Most of the social media networks have built-in video editor features. All you do is shoot the video on your phone and when you are ready to post, just go through the process each app takes you through to add your post image, or video and caption and publish your post. I have to say, I, personally, don’t like the built-in video editors from the social media apps.
Here are some other 3rd party video editing tools you can use:
- Canva free or pro. Works on iPhone, Android, Mac, and Windows Computers.
- CapCut video editing software, free or pro. Works on iPhone, Mac and Windows computers.
- Luma Vision, iPhone and iPad.
We can help you with your social media marketing
We offer Social Media Marketing services such as strategy and planning sessions, Done For You Content Creation or training to empower you to create your own content. We also have a social media posting service where we can arrange for automatic posting on your behalf.social media marketing services
1. Come up with a social media strategy
Here are some questions you can ask yourself to formulate a strategy:
- What is your purpose on social media?
- Build an audience, more awareness of your business?
- Increase enquiries or bookings?
- Build engagement with your existing customers?
- What are 3x specific goals you have for your social media presence?
- Who are you speaking to and trying to attract? And what do they currently feel/want/need?
- What are the pain points in their life that your business can help solve?
- How do you want them to feel when they consume your content?
2. Build a sales funnel
Sales funnels are an important part of digital marketing and your social media marketing strategy. When someone thinks about buying a product or engaging with a service, they travel through different stages of the buying cycle. This is represented by a sales funnel. The sales funnel also guides you on the types of content you can create in each stage.
Here’s a simplified breakdown:
- Awareness: The customer becomes aware of a need or desire. This could be due to a social media post or advertising, word of mouth, or identifying a problem that requires solving.
- Consideration: The customer starts considering various options to satisfy their need. They may compare products, read reviews, or seek recommendations.
- Conversion/Decision: After evaluating options, the customer decides on the product or service that best meets their needs.
You’ll find your potential customers are in one of these stages of the buying journey, and the content you create should move people through your sales funnel to eventually becoming a customer.
Social media takes care of the awareness part of your funnel by getting their attention. You can then direct them back to a landing page on your website by providing a link on each social media post. Your landing page will take care of the consideration and conversion part of the funnel.
Here’s what your sales funnel will deal with
Stage 1: Awareness
- Description: This is the first point of contact with potential customers. The goal here is to grab attention and make them aware of your brand. Utilise eye-catching visuals, engaging content, and targeted social media posts to reach your audience. Think of it like introducing yourself at a party—you want to be noticed and remembered.
- Key Activities: Post regularly on social media, use targeted ads, engage in social media groups/forums relevant to your industry.
Stage 2: Consideration
- Description: Once you’ve caught their attention, the next step is to keep them interested. This is where you offer more detailed information about your services and how you can solve their problems. It’s like having a deeper conversation at the party, where you share more about yourself and find common interests.
- Key Activities: Share testimonials, case studies, detailed blog posts, and how-to guides. Engage with followers through comments and direct messages.
Stage 3: Conversion
- Description: This is the final stage where you encourage your leads to take action – make a purchase, sign up for a service, or contact you for more details. It’s akin to asking for a phone number at the end of a good conversation at the party.
- Key Activities: Offer special promotions or discounts, create urgency (limited time offers), use strong calls-to-action in your posts, and follow up with interested leads through direct messages or email marketing.
Remember, each stage is crucial and builds upon the previous one. Your content should be tailored to guide the audience smoothly from one stage to the next.
Track Your Progress
You need to track your social media metrics to know if you’re meeting your goals. What you don’t measure, you can’t manage. Every social media platform provides a way for you to check your metrics, so check in often to see how you’re going.
Please don’t skip this part of the campaign, it’s one of the most important things you can do in digital marketing.
Using a Blog with Social Media Marketing
You can also do what I do.
- You can also do what I do.
- Write a long form blog post (between 1000 and 1500 words), like this post.
- Use social media (awareness) to communicate each section of the blog post, using video to get people’s attention and direct them back to the blog post so they can dig deeper (consideration).
- Additionally, I offer a service that can assist with the subject of the blog post, and if readers find it appealing, they might inquire about or purchase the service from me.