I love entertaining, funny calls that remind me of the reasons I do what I do. And today, the CMO of an e-commerce company contacted me with a big problem, which he bluntly described as: “Our social media marketing sucks.” Ouch!
The company sells a variety of high-end home/decor products, including antiques and artwork, but has not been able to find its “social media voice.” ROI is close to nonexistent and negative feedback is received every now and again. I’m here to change that.
While reviewing the project, I noticed that all of the previous communications on social channels have been self-serving and aimed at selling products — a turnoff to most social connections. The first suggestion I made is to engage social network users on a personal level, where common interests are discussed. Show you’re the same as they (target markets) are and build a repertoire.
Secondly, however knowledgeable the company may be, such is not being reflected in their social media campaign. Instead of saying we have XYZ for sale, write an article about how to care for XYZ, the history of XYZ, or something along those lines. Information will set you free.
Lastly, in regards to the company’s blog, they’ve been making a huge mistake that has cost them dearly. Rather than installing a blog on their own website/server, they opted for a blog hosted by WordPress. Unfortunately, when website visitors go to the blog section of the site, they’re taken on an unexpected journey and have no way of returning. This explains why the bounce rate is high and conversion rates are low. A-ha!
If your company’s social media marketing efforts suffer from any of the above symptoms, you must see a social media doctor immediately. This is a fair warning.
Aaron Schoenberger is Founder of The Brainchild Group — a Search Engine Optimization (SEO) and Social Media Marketing company in Los Angeles, California. He’s known for his work with celebrity clients, top restaurants, automotive manufacturers, professional athletes and Fortune 500 companies.