How Social Media Marketing is like Wiffleball
Hear me out. Wiffleball bills itself as the game for everyone, you can play (almost) anywhere! All you need is a wiffleball and a bat.
Social media is much the same. All you need is a facebook or twitter account and you’re off - posting cat memes and opining about current events (2018 edit, Yanni).
But there’s a big difference between playing wiffleball, and being good at wiffleball. Sure, you can get out in the backyard and throw a curveball that fools your buddy. But can you throw a 90mph riser that freezes a major league hitter?
The same applies to social media. So you’ve got your business plan set. You’re ready to hit the ground running. You’ve even set up your Facebook Business Page! But let’s go a little further.
Do you have more than one pitch in your arsenal? Every great pitcher has their “out” pitch. But throwing the same thing over and over is a good recipe for setting a record for most home runs. And are you prepared to customize your delivery for different hitters? Not everyone is Jeff Francoeur (sorry Frenchy).
Do your pregame research
Facebook isn’t the only place you need to be. What does your business sell? Are you a place-based business like a restaurant? Do you sell online? Who buys your product?
Are you selling anxiety insurance to young millennials? You'll be better off posting memes on Instagram and Snapchat.
If you’re a restaurant – don’t forget about local review services like google maps, yelp, and now, Facebook local. And if you’re proud of your chef-inspired dishes, don’t forget about the #foodie haven and land of #hashtags, Instagram.
Invest in the process
Finally, if you want to be among the best, you have to train and invest in yourself. The best wiffleball players (yes, they exist) practice for years (apparently).
What this means for your business is you HAVE to have an ad budget. Unless you’re Selena Gomez or Christiano Ronaldo you’re lucky if you reach 10% of your audience without using paid ads. Most Facebook business pages reach between .5% and 3% of their followers organically. Instagram and YouTube engagement is higher, but it depends on your business.
Set them up, close the door.
With all the talk of social media marketing – make sure you have a follow-up strategy to convert all these leads into actual sales/customers/users. For THAT you need to have a landing page and an email strategy. But that’s a topic for another post.
Grant has played wiffleball for 27 years (since his debut as a kindergarten all-star). Now, Grant helps small to medium-sized businesses increase customers and ROI. You can reach him at www.commongoodstrategies.com or @granthyarbrough.