Technique #1 – Combine Hootsuite & Twitter for laser-sharp targetingThis technique is for Twitter, which happens to be my favourite platform at the moment because of the potential behind it. Unlike Facebook, Twitter is unrestricted to who you can reach which for social media marketing on a global scale is very important. One drawback to this, it’s hard to filter out all the noise and find what you are looking for. However, this is where Twitter’s search can really be a lifesaver for you, as you can set keywords and target specific locations in a given country, as well as mapping out a radius. I use Hootsuite, which is a fantastic social media management tool designed to making life easier by enabling you to control all your social media accounts from one central dashboard. You can sign up for a free account on the site now. In Hootsuite, I have setup a couple of custom streams and then set the search queries in them. “need a website” OR “create a site” -RT -http:// geocode:52.61639,-1.186523,900mi” As you can see above, I have set a query that filters in any mention of Need a Website or Create a Site, but does not contain any retweets or links. You will also see that I have set a geographical target at the end of the search string, along with a 900 mile radius in which I want results pulling from. The numbers you see at the end represent a location, unfortunately you can’t just put in a post code or zip code, but you can convert a zip code/post code into a latitude and longitude format. FreeGeoCoder is a site that I have used many times in the past, and all you need to do once on the page is enter an address or area code into the top box, this will then display the latitude and longitude numbers in the boxes below. Once you have these numbers you can apply them to the end of the search string and then add a radius (ie. 900mi) Why Have I Removed RT’s and HTTP:// ? By filtering out all retweets and links, it just tidies up the results for me. What I have learnt is that most results that DO contain links are usually companies promoting their services. I don’t want to target these companies, I want to go straight after potential customers so removing these from the results means that I don’t miss any of the quality results that I can engage with.
ConclusionNow, every time I login to my Hootsuite dashboard I have all my streams set out so I can start engaging and building relationships with current and potential customers.
Technique #2 – Create Contests For The MassesThe great thing about contests is that you can run them across most social platforms. I usually target the main two, Facebook and Twitter. Now, this type of method won’t bring in sales but it will create more brand awareness, so class this as a brand building exercise that doesn’t need to break the bank. Firstly, what do you want to give away? There are two ways to go about this, you can either single out most niches and give away something relevant to what you do, or you can open it up to everyone by offering a gift card or voucher at somewhere like Amazon. I tend to open it up to everyone for the most exposure. The next step is to get together some simple T&C’s and write up a blog post of the upcoming contest so you are covering every angle. If you put the T&C’s in the blog post then you can use this link in your social posts. Some simple T&C’s can be found here: All you need to do is read through it and amend some of the details so they are personalised to you. With that out of the way, you now need to construct a Facebook message or tweet that will have most impact. For any competition I want to make it as easy and fun as possible for people to enter, so let’s start with Twitter.
- For Twitter competitions…
Twitter ConclusionThis way you are giving away £50, and in return, you are getting people to reweet and follow you, but also getting them to click through to the site as well.
- For Facebook competitions…
Facebook ConclusionBy giving away anything from £10 – £50 you can build up a lot of fan interaction, increase the amount of shares and likes for the page, and it just ads something exciting for your fans. A few months down the line the word will spread and it will become a big feature of your social media campaign as people eagerly await this week’s competition.
Technique #3 – Mix Others Content With Yours in Your Content PlanOne of the biggest techniques today is creating a content plan, you need to keep an even flow of topical stories across all your social media accounts. Most of the sites I have worked with in the past don’t have enough content to cover a full week’s worth of social media syndication, so utilizing other sites coverage can keep your social channels flowing with fascinating news stories. It also gives your audience a peak into what you consider as read worthy content. One thing you don’t want is to have a sporadic amount of content going live. What I mean by that is, you may remember to publish a few posts on Monday but then forget until Friday. What are your fans and followers doing in the days where no posts are published? Probably unfollowing or unliking you. What I do, is sit down on a Sunday afternoon and spend a few hours creating a content plan for the week ahead. The first step that I take is to setup subscriptions in Google Reader Feedly.com to popular sites in the niche I am working with, and then open another tab with our own site in. I will then collect all the latest news stories from our site and then note down any notable news stories from the other 10 sites in Feedly.
- For Twitter
- For Facebook
ConclusionOne thing to bear in mind during the content strategy is that you find a balance between the amount of links and stories covered by your site, and by third party sites.
By doing that you keep your audience happy every day of the week, increase reach and engagement and build your own credibility by posting only high quality content.
Technique #4 – Leverage The Power of Google AnalyticsThe last technique I wanted to touch upon is the importance of analytics in your social media marketing. This is one of the most important points, and something that you should be regularly checking to see how well you are doing and where you can improve. One of the easiest ways to track performance is to use the Google Analytics advanced segment feature which will enable you to filter social media sources, and then check on how many unique visits you are getting, how many of them are new, if visitors are bouncing off the site quickly, or how long they are staying on the site for.
How Do I Create An Advanced Segment?Setting up a segment is actually a piece of cake, and doesn’t sound as complex as it first seems. Once you have signed into Google Analytics and selected the site you want to get data for, you should be able to see an Advanced Segments button just under the main orange navigation bar at the top. If you click this you will get a drop-down that is split into two:
- Default Segments
- Custom Segments