Rewiring the mindset for using social media for marketing
Begin with calling & treating it as social 'networking' platforms
I have been using social media sites since 2009 or 10. I’ve been an SEO guy since starting of my career, so marketing on social ‘networking’ sites was never my cup of tea.
I thought I was being disloyal to SEO. Crazy beliefs!
Fast forward to 2020>>>
We all were locked down in our homes, thanks to the pandemic. I was forced to use social media to market my work & ideas because people weren’t Googling during those times. At least not more than scrolling through social media sites.
The numbers from the sites were jaw-dropping. The growth that they were expecting 5-6 years from that year, was in front of them in 2020.
The social sites were making a ton of money & adding new users to their database. This was a trigger for me to jump into social media marketing.
I’ve learned more about social media marketing in 2020 than I learned about SEO in the last decade for various reasons.
That’s not the point. The point is how people actually use social media & how it should actually be used.
This post is all about that. Let’s jump right in.
The right mindset for using social media to market your business
People use social media to keep in touch with their loved ones. Facebook claims that an adult in the US spends 38 minutes on average per day on the platform.
That’s just in the US, add the rest of the world. The average should be anywhere near 60 minutes. 1.7 billion active users spend 60 minutes on Facebook every single day.
They don’t keep in touch with loved ones all these 60 minutes. They consume content that informative or entertaining.
That’s where lies their attention.
Generally speaking, people consume content on social sites while keeping in touch with their loved ones.
Their minds are scattered, disturbed & volatile. The volatility is what marketers use to make money on social platforms.
Now here’s the problem.
Everybody is after their attention without actually understanding the mindset people have while using various social sites.
Underlining problem? People target attention blindly, not the mindset.
Let’s fix that problem.
Build a network on social sites, nothing else
As the name suggests, social networking sites is to build a network. Once you understand the mindset of people, you can create content accordingly to get your content in front of the right people & then add them to your network.
Basics of building a network on social sites
Create content catering to the right people at the right time. Trend jacking is the right approach for this.
Deliver the content that surrounds your beliefs, thoughts, realizations & experience. If it resonates with you, it will resonate with a lot of people like you.
Don’t get trapped in the metrics the social sites share with you. Real KPI is people taking action on your content & getting back to you with their experience or queries
Understand the intent of each social site. This is not a search engine, where you can address the search intent in your content & search engines, can serve that accordingly.
Once you build a network of people, add them to the email list. The social sites might disappear, your website might get hacked, but who will take away the email list of people who’ve chosen to let you in their inbox?
This is way deep than I can put here. But these are the basics you should be aware of. Once you start practicing it, you’ll find more insights & realizations.
With this in mind, how should you leverage the vast jungle of social media? Let’s find that out now.
How to leverage each social site to your benefit?
Each social site has its own unique ambiance. You can’t expect a user on Facebook to interact with a post on how AI is a great career opportunity for engineers.
I mean there’s a slight chance of interaction, but there’s no match to the interaction that AI post would get on LinkedIn than it would get on Facebook. The ambiance of Facebook is entertaining, people don’t visit Facebook to learn. Similarly, memes won’t do well on LinkedIn.
So here’s how I think you should leverage the most popular & populated social sites, based on the ambiance of it.
LinkedIn: Share your professional thoughts, work, achievements & more. Connect with individuals in the professional sphere. Your friends & family can catch up with you on Facebook.
Twitter: This is a listening platform. People turn up to this platform to share opinions, reviews & directly connect with brands. I don’t remember the last time I got in touch with my mobile operator or the ISP via their customer service. I tweet directly with my concern. I recently shared an issue with mac on Twitter & got directly addressed there.
Instagram: This platform is to share a sneak peek of your brand or you as a person. Depending on your profession, you can use the various tools & features the platform has to provide. The average age of an Instagram user is between 25-34. So if your target audience is not in this range, this platform isn’t for you. Moreover, Instagram users are versatile enough to welcome pretty much any niche, provided your target audience is young enough.
Facebook: Ideal for e-commerce, travel & fashion. Users while on Facebook are so distracted that it’s extremely difficult to have their attention for any informational/educational content. Memes rule here. Unless you have a budget for running ads on the platform, you’re pretty much wasting time here. While organic reach is a concern for many right now, Facebook is ads only platform. You can leverage Facebook groups, building a highly engaged community on Facebook will help you in the long run.
YouTube: Second largest search engine where people turn up to learn or get entertained. The feed is engaging enough to retain users for at least 40 minutes on average. Create content that addresses the real problems of your users & the algorithm will take care of finding new users for your content. Just YouTube can take care of most of your marketing provided you create content for that ‘one’ user.
Pinterest: The undisputed king of non-branded search is Pinterest. While this platform isn’t for everyone, you can leverage this platform if you’re building a personal brand for yourself. People search for concepts, things, practices & more. The mindset of a user is to find a solution, not a brand with a solution.
There are several other social channels to promote your content but I actively use these platforms. But whichever platform you use, the basic concept remains the same.
People have different mindset depending on the social sites being used. Focus on the mindset, not just their attention.
This has been a bit longer than I wanted it to be. But the value is delivered. That’s what I want.
See you around in the next one :)