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The What, When and How Of Social Media Marketing Messages – Part 2

Part 2 of the Social Media Marketing Messages seriesIn our previous post we detailed the what and when elements of marketing messages within an effective social media marketing strategy. We outlined the differences between curated content and sales messages, as well as the proper ratio ranges that are generally accepted in the industry. In part 2 of our series, we will discuss how to create and manage a repository of sales messages for social media posting and efficiently implement them within your social media management.

What Is A Marketing Message Repository?

Think of a marketing message repository as a database of social media posts that are about you. They are crafted posts and links that are designed to achieve the overall goals of your social media strategy. This is something we like to call “My Content” posts.

In our previous post, we outlined some of the challenges social media marketers face related to sales messages in their streams, but what are the additional questions you should be asking yourself? Most social media professionals are either not managing a database of sales and marketing content they have available to share, or are using spreadsheets and Word documents in an attempt to do this function.

Though external documents are better than nothing, you still have many obstacles to consistency and efficiency that hinder results. Ask yourself these additional questions about the posting for your social media accounts…

1) How do you effectively manage the 80/20 ratios?

2) How do you execute the two types of message posting efficiently? Curation/Marketing

3) Is there an effective way to manage your marketing messages that will improve your social media success?

If you are like the majority of social media marketers, agencies and brands, honestly answering these questions most likely left you thinking that there is something drastically missing in your workflow. You’re definitely not alone. A social content management application that incorporates an efficient marketing message component is badly needed. Fortunately, there is one…

Bundle Post‘s patent pending system includes a marketing message repository capability unlike anything else available in the industry. The “My Content” functions provide social media marketers with numerous unique capabilities that result in a direct impact on clicks, traffic, leads and ROI.

My Content Capabilities:

Social media marketing message repository1) Segmentation Folders –

The My Content section of the Bundle Post system enables you to segment posts anyway you desire. You can create folders to house social media posts, sales messages, evergreen content, campaign posts and more. Each segmented folder can be named and designated for a specific client, product or segment to ensure you keep every aspect of marketing messages separate.

2) Repository Posts –

A system that manages your marketing message posts efficiently has many benefits. Not only do you have all potential posts in a repository of social media marketing message postsone place, you also know exactly what you have available to share with your community that promotes what you do. Within every My Content folder you make, you are able to create and save an unlimited number of social media posts.

The types of content links and sales message posts you can created and save are endless!

3) Editing –

The text and URL of every post within each segmented folder can be edited, deleted or viewed at any time, giving you complete control of your repository.

4) Tracking –

The system also tracks every time you use a specific post from a specific folder. You will always know when you last scheduled a marketing message from the system and easily select posts based on those dates for future use.

5) Scheduling –

The core Bundle Post content management system capabilities are also integrated with My Content folders. Selecting posts from your My Content folders that you want merged with a specific schedule is easy and efficient. You able to manage 80 curated posts and include 20 marketing posts from your repository folders, schedule and hashtag them all in about 20 minutes!

Efficiency Becomes Strategic – Strategic Gets Results

Efficiency combined with consistency enables you to be more strategic with your social media marketing. Whether or not you are able to strategically infuse marketing and evergreen content posts into your streams is no longer determined by available time or resources. You are never in a situation where you don’t know what you have available to post, are never unsure of when you last shared a specific post and more importantly you are consistent in these efforts.

If your workflow, systems and applications integrate into a finely tuned process, your focus becomes much more strategic in nature. When required tasks take less time and you are able to be strategic with your marketing messages and do it all consistently, the net results of your marketing efforts increase dramatically.

How dramatic?  Here’s one example

Testimonial Case Study

So whether you are taking advantage of the Bundle Post social content system to strategically manage your social media marketing posts or not, having an efficient and effective workflow makes all the difference. It’s important to figure out how to be efficient and consistent with your marketing messages in your streams, so your time and energy can be diverted to strategically improving your results.

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The What, When and How Of Social Media Marketing Messages – Part 1

Most social media professionals are aware that along with sharing curated content and posts it is also extremely important to share your created content and marketing messages at appropriate levels. Though some mistakenly post only their promotional posts, combining sales messaging content with selfless, relevant and interesting posts your audience will find valuable is an essential part of any social media strategy.

The What, when and how of posting social media sales and marketing message posts.It’s perfectly alright to promote your brand and offers within social media. In fact, if you’re using social media for marketing, that should be one of the reasons you’re there in the first place. The issue becomes when and how often you post promotional messages, not if you do.

Many industry leaders tend to state that an effective ratio of shared/curated content is best at a level of somewhere between 75% to 85% of a marketers posts. The remaining 15% to 25% can be made up of your promotional, sales messages and created content. The idea is that since this is SOCIAL media, the goal is to provide selfless value to your audience, and that is done by sharing content and posts that they find valuable, not just your posts. This practice tends to start conversations with your community members. When this value based process is repeated over time, relationships develop that make people more open to what you actually do.

One of the challenges that social media marketers, brands and agencies have related to their marketing messages is not knowing all of the content and messaging they have available to share. This obstacle is magnified due to the fact that spreadsheets and Word documents are frequently the organizational tools used for this purpose. Not only does this make it extremely inefficient, it also tends to spread out workflow across multiple people, documents and platforms. This unorganized and disjointed process often results in less than optimal results, missed opportunities and an inability to take advantage of legacy content and messaging that could be utilized with improved effect.

These human and time intensive processes are often some of the biggest obstacles social media marketers have to deal with when it comes to consistent messaging and real revenue results within their social media marketing efforts. There are some specific steps to take that will diminish these issues and they all start with ONE.

Do you know what you have to share?

Let’s be specific here. What makes up your “what you have to share”?

Examples of social media marketing, sales and/or promotional posts are things like;

  1. Your home page
  2. Secondary website pages (About us, location)
  3. Individual Product/Service pages
  4. Your main blog home page
  5. Specific legacy or evergreen blog posts
  6. Landing/Signup pages
  7. Your other social profiles
  8. Specific created graphics and pictures
  9. Email newsletter list subscription pages
  10. Your text only quotes/sales messages
  11. Etc.

What URLs do you have that contain these kinds of posting opportunities?

  1. Your Website
  2. Your YouTube Channel
  3. Your Blog
  4. Your Facebook Page
  5. Your Facebook Page images
  6. Instagram pics

The intent of marketing and promotional messages in your social stream

should be to drive traffic to your offers, content and landing pages in an attempt to either;

  1. Increase traffic
  2. Convert traffic
  3. Drive sales/leads
  4. Educate on products/services you offer
  5. Branding

As we stated previously, one of the biggest challenges facing social media marketers is efficiently and effectively managing marketing posts. This was one of the reasons that we created the Bundle Post Social Content Management System as an agency. The time-consuming and inefficient methods of managing spreadsheets and Word docs was a nightmare. Something had to change to make it more effective, less time-consuming and require less human resources.

In Part 2 we discuss how to create and manage a repository of sales messages for social media posting and efficiently implement them within your social media management. Click Here for Part 2

 

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The Two Biggest Challenges Faced By Social Media Marketers [SURVEY REPORT]

As we continue our series from the survey we conducted on social media marketing, the question of overall challenges is the focus. We asked hundreds of social media marketers, agencies and brands what are the two biggest challenges they face with their social media marketing efforts. We were somewhat surprised by the top two answers and think you may be as well.

We asked what are: “The two biggest challenges I face with my overall social media marketing is?”

2 Biggest Social Media Challenges

 

A total of 36.5% of respondents said that Engagement and Sales/Revenue were the two biggest challenges they face with their social media marketing. We found it very interesting that some of the very things that impact both of these key result areas the most were ranked much lower. The key areas that ranked lower were Time, Relationships, Clicks, Content Curation and General Results.

Time 13.68% : Not too surprising is ranked number three is the challenge of time. We all know that social media marketing is very time and human intensive, but where you’re spending time or where you aren’t spending it, is the important part. We have found that most social media marketers spend most of their time on back office functions, not the front office functions that actually result in the two biggest challenges of Engagement and Sales/Revenue.

If your time is spent managing, scheduling, editing and hashtagging curated and marketing posts, you have less time to have conversations, build relationships and engage. These are the things that result in sales and revenue, therefore adjusting where you spend time by using the proper tools, such as Bundle Post is imperative if you wish to impact the Engagement and Revenue of your social media management.

Clicks/Traffic 12.82% :  Now this one is often a challenge to figure out for some. There are several distinct reasons or combination of reasons for this to be a challenge for a social media marketer. Sometimes it is just one of the reasons listed below, but more often than not, it is a combination of several that result in little click-through traffic coming from marketing efforts. Here are a FEW reasons why this tends to occur and questions you should ask yourself.

  1. Lack of -or- Improper Strategy – Do you truly know who your audience is and what they’re interested in?
  2. Lack of Topical Thought Leadership – Are you posting topical content that drives your audiences interest or are you mainly retweeting or sharing content others are posting?
  3. Lack of Consistency or Volume – Are you scheduling social media posts everyday, all day at the appropriate levels, or are you sporadic, inconsistent or not doing it at levels that are even being noticed?
  4. Lack of Value – Do your posts provide selfless, relevant value to your target audience on a consistent basis?
  5. Not Enough Marketing – Are you sharing 10% to 20% of your posts that market you, your company, products or services, or are you rarely even mentioning your online properties, content and landing pages?
  6. Too Much Marketing – Are you posting primarily about you, your company, products or services?

These are some of the reasons that none of your friends and followers are clicking through to your website, content or offer pages. Understanding that you have to first provide value, get into conversations and build relationships in order to get traffic and clicks is extremely important. Simple conversations create interest that can get a connection to have more interest in you or your brand. Many times those conversations cause a connection to even read your bio and click to your site contained within your profile. Get into conversations with your target audience about anything THEY are interested in and see what happens to your clicks and traffic.

General Results 5.13% : We think that Engagement and Sales/Revenue would fall under this category as well, but we did not want to assume and add it to the top two challenge numbers. We also believe that Clicks/Traffic and Relationships are also under this heading, therefore we will leave this challenge as it is.

Relationships 4.7% : Relationships in social media are created through conversations, just like in the real world. Often times the reason relationships are not being forged is due to too few conversations with the proper people. If you are finding that relationships are one of your big challenges, I suggest that you take a look at these three areas:

  1. Your Target Audience – One big mistake people make is that they build communities that are not their target audience. Often the like, friends and followers many marketers attract are that of their peers and competitors, not their prospective customers. Be sure you know who you are trying to reach and connect with them, not your peers.
  2. Your Content Strategy – Another error made on the relationship front is content strategy, especially when you are missing on number one above. If you have not clearly defined who you are trying to reach, you are definitely going to be off on the types of content you are curating and creating for your streams.
  3. Where you Spend Time – Be sure you have the proper tools and processes in place. If you’re spending time everyday curating content and not engaging with your target audience, you will be hard pressed to establish relationships easily.

Follow this formula – “Content leads to conversation, conversations build relationships and relationships result in ROI.” – Get each step down properly and you will see a massive improvement on the quantity and quality of relationships you develop within the social graph.

Content Curation 3% : The biggest shock to us was Content Curation falling to one of the lowest challenges facing the hundreds of social media agencies, brands and marketers that answered our survey. Why? Well if people truly understood this challenge and had it under control and managed properly, we would not see Engagement and Sales/Revenue as the top two challenges. Proper content curation, with the proper topics/strategy, at the appropriate volumes will spark engagement, sharing and conversations. It’s where everything starts.

Adding content creation, proper levels of marketing your products and services, along with the all important strategy work is imperative to achieving social media marketing sales, revenue and ROI. All of this must be approached at the selfless value and relationship level if you’re going to be successful.

Here are the previous Survey posts in this series:

The Top Social Media Dashboards And Tools Marketers Use [SURVEY REPORT]

The Importance And Challenges Of Social Media Content Curation [SURVEY REPORT]

Where Social Media Brands, Marketers And Agencies Spend Their Time [REPORT]

 

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Where Social Media Brands, Marketers And Agencies Spend Their Time [REPORT]

We recently conducted a survey of social media marketers, brands and agencies to better understand where they spend their time and the challenges they are facing with their social media marketing. The 11 question survey consisted of multiple choice questions, as well as multi-part questions that asked the respondent to rank their agreement with specific comments/challenges of content, social marketing and curation. With hundreds of respondents completing the survey, we decided that there is a lot of relevant information that others in the industry could learn from, so we will be writing several posts about the data.

For this post, we are going to focus on the main activity and use of time questions we asked.

Question 1:  HOW MANY DAYS PER WEEK DO YOU SCHEDULE CONTENT FOR YOUR SOCIAL MEDIA STREAMS?

This question was crucial to understanding the level of experience of the survey respondents. Those of us in the industry for some time, we understand the importance of consistent, relevant content in all social media streams on a daily basis, all day long. In asking this question we learned that the majority of the survey respondents are heavily active with scheduled social media scheduling and a small percentage of respondents are less experienced.

82% of those surveyed stated that they schedule social media posts three or more days per week. A huge number, no doubt, but what we found most interesting is that a huge majority of almost 66% schedule content five or more days per week for their social streams.

Days You Schedule Social Media Posts

We believe that this information is showing that if you are not scheduling content for your social streams at least 5 days per week, you are likely getting lost in the noise of those that are, or at least you are sitting at your desk everyday manually live posting content to your streams.  These numbers are inline with our philosophy that social media is like a freeway and you have to have enough cars (content) on the road everyday to be seen, let alone effective.

Question 2:  ON AVERAGE, HOW MANY SOCIAL MEDIA POSTS TO YOU SCHEDULE EVERY DAY ON TWITTER

58% of social media marketers stated that they schedule more than five posts per day on Twitter and over 35% schedule more than 10 posts. Given that Twitter is a much more active posting site this was not a surprise.

Twitter is a unique social network in that updates are displayed only at the time they are posted, whereas Facebook for example will display content in the newsfeed over and over based on when users login and how well an update is engaged with by your friends/followers. Since Twitter is void of such an algorithm and posts scroll based on when it was posted, not how much engagement the post receives, posting much more frequently is imperative.

Posts Per Day On Twitter

Posting enough content on a daily basis to Twitter is crucial to growing a targeted audience, sparking engagement and building relationships. You want to be sure that whenever your audience happens to login and check their streams, they see something of valuable and interesting from you. This builds thought leadership, creates opportunities for sharing and conversations, which is what results in ROI.

Question 3:  HOW MANY HOURS PER DAY DO YOU SPEND FINDING, EDITING, SCHEDULING AND POSTING CURATED AND MARKETING CONTENT TO YOUR SOCIAL MEDIA ACCOUNTS?

When we asked how many hours per day these social media marketers spend managing and scheduling content, an astonishing 75% said two hours or more. That’s two or more hours every single day managing curated and marketing content for their social streams.

Hours Scheduling Social Media Posts

The question that should also be asked is, if you are spending 2-5+ hours per day managing your social media posts, what are you not doing that could be getting real results? Engagement, conversations and relationship building are all going to suffer if this much time is required everyday managing scheduled posts and marketing content.

Let’s be clear, you have to have relevant, valuable content in your streams and you also have to post updates about you, your products and what you do in an appropriate mix. If you have little or nothing in your streams, you will not get engagement. Without likes, comments and conversations it is impossible to build relationships on and offline. Without relationships your social media marketing has no foundation and will not achieve real results. It’s a quandary isn’t it?

The challenge facing the social media agencies, marketers and brands we surveyed and the millions of others around the world is that much of the time spent everyday on social media marketing is unproductive time. This survey shows that much of the time and effort doing social media marketing is spent in the back office finding, managing and scheduling content, rather than in conversations, relationship building and other functions that lead to revenue and ROI.

With the thousands of tools and applications on the market that are designed to help with these tasks, why are so many still dealing with this time/effort mismatch? We believe the answer is that most of the tools available aid with some of the curation and scheduling tasks, but few actually impact efficiency enough to make a substantial difference. Therefore, we see the answers to the survey still showing an incredible amount of time and effort being spent in the back office.

Read about 8 new ways content curation and social media marketing just got easier. That’s where Bundle Post makes a massive impact.

In our next post, we will unveil additional eye-opening details of this survey and give you a lot more data on what social media challenges marketers say they have today.

The second second survey report post is now out – The Importance And Challenges Of Content Curation

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It’s Nearly Impossible To Become A Social Media Professional Part 1

Social Media marketing has many challenges. Add to those challenges a new medium that changes very quickly and is rapidly growing new users and we have something that has a huge learning curve. This blog series is going to address some of those observations and obstacles most have to making the jump from marketer to social media professional.

I have been in social media for a while now and have constantly observed the influx of newer marketers to the space, how they adapt and patterns that develop. Many fall into the trap of following many of the industry “name” people, reading blogs and books by them, as well as watching and replicating. The problem there is that many name social media people are not professionals, rather they are celebrities. There is a very big difference between the two.

This past week I finally had enough and posted on Facebook regarding a latest frustration.

Many share my concern with the activities and self-generated misperceptions of social media experts, often misleading  people on effective uses of social media marketing. 56 likes and a ton of comments on the post told me that it was time to actually write a series that will highlight some of these problems and some recommendations people and brands can use to not fall prey -or- get trapped into emulating ineffective activity they see others doing.

Watching or reading to learn can sometimes be very effective, although it can also lead people down alleys that suck time and does not produce real results, but rather an illusion of proper results, like Klout scores, number of followers, fans, likes.

The biggest challenge a new person or brand has in being effective in social media is knowing who to listen to. Which books are correct. Which blogs to read and what activity you see others doing will get you the results you are hoping for. This problem is rapidly growing and has become a huge frustration to me on a personal level. Not because I am trying to be a know it all and think I am an expert, but because the success of my industry and the continued expansion of social media is dependent on this changing for the better.

One of the many comments that arose from this original Facebook post was:

Felipe ‘Flip’ Rodriguez So many in the #SoMe niche base their advice on what made THEM almost celebrity status, not on what will work for everyday people, or strategies for real businesses. Their advice also seems impersonal, and more geared for PR’s and advertisers than for relationship building. Which to me, means that they missed the point of SoMe completely.

This and many other comments led to me beginning this series that is designed to help individual brands and marketers, as well as social media agencies identify people and information that is appropriate to follow. More importantly it is going to also cover how to identify those people and activities that are not.

Join me on this journey to help you emulate effective activity that delivers desired results…

Part 2 of this series: Click Here

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