Get the Biggest Bang for Your Social Media Buck

Get the Biggest Bang for Your Social Media Buck

Facebook. Twitter. Instagram. Pinterest. G+. Your people don’t hang out on just one of these social media platforms, so you must infiltrate them all!

But balancing a full-time job, writing for your blog, and pitching guest posts takes time. And now you have to update statuses, tweet to connect, take impressive pictures and come up with witty hashtags?

Before you begin with the hair-pulling, consider this: you should focus your biz-building effort on whichever platform your audience prefers. (Click to tweet this idea.)

Let’s take a look at a few online A-Listers to see how this works.

Noah Kagan

He has over 13,000 followers on Twitter. Let’s see what happened when he tweeted to sell his latest course:

Pitiful.

Lewis Howes

He built his business on the art of connecting on LinkedIn. What kind of engagement does he get? He’s shown as having 500+ connections and is likely to have more than double that.

Take a look:

Yikes.

Ramit Sethi

Ramit is known for his fanatical testing. He asked the same question on Facebook and on Twitter. Let’s compare the engagement of his audience:

Twitter:

 Facebook:

Facebook is a winner for him, right? Perhaps that’s why he can be found liking and replying to comments there, and rarely on Twitter.

He’s focusing on what gets results and using his social media platforms in a way that works for his business.

Back to Noah Kagan

Let’s see what happens when he sends the same Twitter blast out to his email list instead — a list that is a quarter the size of his Twitter following.

Yeah, baby! There’s gold in that list (for Noah, at least).

What can you learn from this?

1.    Stats do the talking

Take a look at your statistics from your social media efforts, email open/click through rates and discussion on your site. What works? What can you see that’s getting results?

Focus more on this. Build this up before moving onto anything else.

2.    Know your audience

This one’s a given, right? And how exactly do you get to know them? You could ask them where they hang out. That’d be one way. The other way is to experiment. Get to at least 1000 followers and then start experimenting with one of the social media platforms.

Start with the obvious choice for your audience. If your business is design-based or visual, Pinterest would work. If your audience enjoys industry news, then tweet those links.

Over time, if the engagement doesn’t happen, tone it down on the first platform and start with another.

3.    Social media is long term

Overnight success takes time.

First you announce the start of your new social media account to your existing audience, and they sign up. Then you make sure the links are all over your website. Next, you mention it in guest posts and add it to every online signature you have. And over time, it builds.

Noah didn’t start his Twitter account with the followers he has today. It took years to build.

Over to you. What industry are you in and what gets the most engagement from your audience?

Filed Under: Marketing
Social Media for Writers from Alexis Grant

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17 comments

  • Emma Davies says:

    You should definitely go where your audience is, rather than keep plugging away at a platform that you think you should be on but isn’t working. eg. I don’t like FB, but about 80pc of my audience is on there every day, so I’m on there as often as I can manage it. I love twitter but don’t see it as a sales tool, more a place to meet other people in my industry (photography).

  • Razwana says:

    Absolutely. I see a lot of people obsessing over which platform to pick. When in fact, your audience make that decision for you.

  • Vishnu says:

    Razwana – I started off using all the social media platforms because that’s what the advice seemed to be out there but being effective means using the ones where your audience is present and the one you’re more experienced in using. So, I cut back on the number of social media channels I use. If we’re using all of them, it’s not only going to be ineffective but there isn’t enough hours in the day to use them all!

    And thanks for adding the tip that social media is the long term – often, people get started and don’t see short term results so they just abandon it. It is for the long haul!

    • Razwana says:

      It definitely takes a while to build a following. There IS an unethical way of building this quickly – be effectively buying followers – but that strategy won’t result in great business success as the engagement won’t be there from the start.

      Thanks for commenting, Vishnu !

  • Anni May says:

    Still testing out the different platforms and your advice on letting it build over time is very wise, nothing happens over night. I can see my interaction slowly building and taking note of what people respond to across Twitter, FB & Instagram.

  • EnnisP says:

    I started advertising my book on Facebook just under six days ago and already have 91 page likes in addition to innumerable comments and post likes. I’ve even gotten a few private messages and sold a few books.

    Only four of the page likes are from existing friends. In fact, I didn’t include friends in the ad reach initially. I wanted to see how the ads would perform outside my circle of connections.

    I’ve also had many clicks to my website page and to my book’s product page on Amazon.

    All of that is to say I sure do like Facebook ads! I’m over the moon!

    • I love this! Facebook is definitely working for you.

      What methods have you used to get more eyes on your Facebook page?

      • EnnisP says:

        Well, I kinda stumbled into it.

        I published the book on Kindle about a year ago and had it reviewed on Amazon and several websites with a limited degree of success. Very limited. But I had $50 in facebook ad credit through Godaddy and my son pushed me to go ahead and put an ad on facebook. I did and so far it has done well.

        It was easy. I just followed the prompts and it took off. Facebook is great because the system sorta coaches on image selection as you go. I’ve had a blast designing new ads and images and changing targets on the fly. It really is great.

  • 109 clicks on a tweet with 13K followers is really solid…Well, half of those followers are likely inactive (haven’t tweeted in 30 days)…Maybe 1500 of his followers are on when he sent that tweet. Now the numbers are looking better….

    Don’t take everything at face value. E-mail is king until it isn’t….

    • Razwana says:

      I agree that the figures at face value don’t tell the whole story. It’s definitely worth experimenting with email and social media to see what works best for your business. For Noah, email has the best results.

  • Judy says:

    I’m a little behind everyone else with the social media thing. Still trying to get a handle of it all. Want to know what each has to offer before I narrow it down. I like google plus but most of the people I know are on facebook.

  • Eric says:

    I love Buffer because I can post the exact same thing to different social networks and see exactly how it performed on each. I’m sure other tools do the same. I’m just a big buffer fan.

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