The 2 Most Common SMB Marketing Blunders and How to Solve Them

By John Hodge

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I help a lot of small business owners set up their websites with lead intelligence and in most cases, this is the first time they’re able to see actual details of their visitors.

Up until this point, they were only using Google Analytics to get rough trends of what was happening on their website. So it’s great that they have a way of capturing information. Now they’re ready to take their SMB marketing efforts to the next level. There are exciting times ahead! Gathering information is the beginning of a new chapter in their digital marketing. Indeed, this is the point in time that separates the era of “information guessing” with “information gathering”. Hooray.

Gathering information is the beginning of a new chapter in their digital marketing. Indeed, this is the point in time that separates the era of “information guessing” with “information gathering”. Hooray.

Now, let’s not get carried away. This new high-performance strategy has a few disclaimers attached to it. Primarily in outreach methods and specifically in email and social media.

Let’s talk more about these two areas of digital marketing, where I see my small business clients dropping the ball, and how they can improve their strategy.

Caring Too Much About Vanity in Social Media

Everyone wants followers. I get it. But why is having followers such a good thing? Well, for starters it amplifies your posts. Consequently, the more people who see your posts the more potential traffic you can generate from them. Then, the more traffic you drive to your website the more conversions you’ll get.

Okay, that’s all very logical, but I have one problem with that logic. Post amplification doesn’t just rely on follower count. In fact, using follower count to get amplified only guarantees a conversation with a following who already knows who we are.

You could say that when we have more followers we’re more likely to get our posts shared. And when that happens our exposures magnifies substantially. That can be true, but not by design. All because there are more followers doesn’t mean the followers are going to share anything. Especially if their new followers who were purchased. Purchased followers might be pretty inactive or even fake profiles.

Quite frankly, follower count is a worthless vanity metric that’s completely meaningless. Remember when Justin Bieber lost 3.5 million followers on Instagram when fake accounts were removed? Yeah, don’t be that guy. Engage with those who are engaging with you, not mindless fake accounts whose sole purpose is to boost the ego of an insecure executive.

TL;DR stop measuring follower count, it’s a substance-less vanity metric that doesn’t mean jack.

Here’s What to Do Instead

Make sure you have a clean following comprised of real accounts. You can use a tool like SocialRank to report on your followers. I use it to pick apart my Twitter following.

I can look at it to see how often my followers are active, how many are verified, and my total reach. Even though my following is light Go to the full article.

Source:: Business 2 Community

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