The Hub Technique – Stop Facebook From Double Dipping
Social media is the greatest procrastination tool ever invented.
It’s a sneaky, time-sucking way to lose an hour or three watching grumpy cat videos. Or some private peeking into the timelines of new “friends”.
Go on. You can tell me. You’ve done all that, too.
The problem is that you’re supposed to be using social media for business, aren’t you?
Well, I think it’s time social media earned its keep.
When used strategically, social media is an incredibly effective way to send traffic to your website, and help convert that traffic into sales.
Unfortunately, social media has its problems.
Facebook, Twitter, YouTube, Instagram, Pinterest, Google+, LinkedIn are all invaluable tools but they are also unpredictable. You can’t rely on them to build your business for you.
Yet that is what I see many entrepreneurs doing. They spend all their time working their Facebook page or Twitter account, trawling for sales like a fisherman dragging his net across the sea floor, scraping up whatever he can find.
What’s wrong with that?
Put all your eggs in the Facebook basket for example, and if the algorithms change as they often do, you might find those likers, fans and followers no longer see your carefully crafted messages, your traffic dries up and with it go your sales and livelihood.
Not to mention, since their last change, it ultimately means that Facebook is now double dipping. Not only do you need to invest time and money to drive your social media fan base up, but now more than ever, you must use ‘promote post’ to ensure they are seen – even though they are already your fans. Effectively reducing your return on investment.
I want my social media efforts to pay off big time and so do you.
That’s why social media should be used predominantly as a tool sending traffic back to your website and to capture the interest of new prospects – not engagement that doesn’t take the next critical step in you securing your return on investment from these platforms.
Think of your website as the hub. All roads lead traffic straight to the hub so you can capture those leads and launch them into your sales funnel.
Let’s see how you can do that.
1. Spread yourself around.
Be a social media hussy and share yourself all over the different platforms. Choose the ones your prospective clients are likely to use and focus on those. If Twitter’s Fail Whale appears for a day or two you won’t have to worry because you can still socialise on Facebook or your other chosen platforms.
2. Use product extracts, not direct pitches
Whilst the main intention is to drive traffic and create sales, you need to connect and converse with your followers and likers as well. Jumping straight into sales is like heading for third base on a first date and will be just as unsuccessful. Chat, engage, share useful information and then the sales posts will come naturally. Secondly, use product extracts, i.e. a quote or a tip from a specific product that provides value, yet directs people to find out more on your webste.
3. Use your links.
You’ve engaged your followers across various social media platforms? Great. Now you need to point the conversation towards your website. Make it the hub of your world by including a link back to it in at least 95% of the posts you share. I don’t need to tell you that the posts and links need to be relevant to the conversation and your followers.
What happens if your post goes viral?
If you haven’t included a link to your site the only place to benefit is your social media page. However, if you have included a link it will bring you lots of new traffic, potential clients and the opportunity to market to them!
Your website must be the hub of your business universe.
Social media is not usually where the sales are made. It’s where the connections are forged and the interest in your business and products is built. The conversions are made when social media sends the traffic to your site. It’s your website that will do the work for you.
When prospects arrive at your site they should have the opportunity to opt in to your list or to purchase a product.
And don’t forget that the opt-ins are worth as much as a sale. Once they are on your list you can market to them directly – saving you further costs in getting your posts featured in your fans newsfeeds.
We know that those who receive email marketing spend 83 per cent more when shopping, so you can immediately see why it’s important to capture these leads. You can’t do that easily on social media, but you can do it on your website.
Make social media pay. Use it as a teaser to direct traffic to your website where it can convert to sales.
Social media is so much more than grumpy cats…. Even though Grumpy Cat is amazing.
If you’d like some more tips on how to get the best out of social media, generate leads and build profits, be sure to check out Flee 9-5.