As a business owner, your social media presence is crucial.
It’s a place for you to share content that builds your community, while also giving you the chance to get to know and better understand your audience.
Not only that, but social media is also a great way to generate new leads… When you do it the right way! And luckily, that’s what we talked about in this #ContentWritingChat!
#ContentWritingChat Recap: Using Social Media to Connect With Your Audience & Generate Leads with Bernie Fussenegger
Happy Tuesday! ?? It’s time for #ContentWritingChat!
Today, @B2the7 is guest hosting to share his tips on using social media to connect with your audience and generate leads.
Make sure you give him a warm welcome! ? pic.twitter.com/q3BLWIiDlr— Express Writers | Your Content Writing Team (@ExpWriters) December 3, 2019
Our guest host for this month’s chat was Bernie Fussenegger. Bernie is a digital marketing leader, as well as the host of #Digital360Chat on Twitter.
Q1: How do you choose which social media platforms are worth the investment?
The first step in building your social media presence is determining which platforms are worth your time and energy. Because the thing is, you don’t have to be everywhere! So, how do you choose the platforms that will deliver the ROI you’re searching for? These tips will help you make the decision:
A1a: Each channel is going to be different for each brand or solo business. Find out what channels your audience is in and start with those channels first #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
A1b: For myself, the channels I spend the most time in are @Twitter and @LinkedIn. I also continue to follow and understand the other channels to help others and clients as needed for their audiences. #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
Bernie’s advice is to first figure out where your audience is spending their time online. You want to make sure you’re somewhere that they’ll actually discover you, otherwise your content won’t be seen by the right people.
For him, his go-to social media platforms are Twitter and LinkedIn, but he still stays updated with other platforms so he can best serve his clients.
A1a. Also, where do I feel that I am having the most fun and am able to express myself the best? Such a vital part of the equation. Without those, it will be hard to sustain the effort over the long run. #ContentWritingChat
— Gene Petrov – LDRBRND (@LDRBRND) December 3, 2019
Gene shared two great points. It’s important to do some research to figure out what makes the most sense for your brand. Determine where your audience is, as well as how you can best serve them.
But another thing to consider is which platforms are the most appealing to you. Where do you have the most fun? Where do you really shine when it comes to creating content and being present?
A1: To determine which SM platform is best for your business, do in-depth research on where your audience spends their time. Be where they are. It doesn’t hurt to do some competitor research either. What works for their business & can you do it better? #ContentWritingChat
— Netvantage Marketing (@netvantage) December 3, 2019
Lexie agrees that it takes a little research to get it all figured out! She says it’s important to be where your audience is. And don’t be afraid to check out your competitors to see where they’re spending their time. Can you identify areas where they’re struggling and step in to do better?
A1: I think the initial decision is made by matching up audience demographics. Modify that decision by listening to your audience to find out where else they might be. #ContentWritingChat
— John Cloonan (@johncloonan) December 3, 2019
John suggests considering the demographics of your audience as well. This will be a good indication of which platforms those in your target audience may be using.
A1) This is where knowing your audience comes in to play.
Does your brand cater to an older demographic? Facebook
Cater to a younger generation? Instagram/Tik Tok
Not sure? Twitter (always a failsafe) ?#ContentWritingChat— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) December 3, 2019
Jason also feels knowing your audience demographics is key. If your audience is older, Facebook might be your best bet. If they’re younger, you might want to give Tik Tok a try. And of course, there’s always Twitter!
A1: Take a look at which platform provides you with the most rewarding and meaningful engagement with your customers or clients! #ContentWritingChat
— Mara (@G2Mara_C) December 3, 2019
It’s also worth experimenting to see which platforms are actually working for you. Don’t be afraid to give a new platform a chance and see if it’s delivering the engagement you want.
Q2: Once you’ve picked your platforms, what should you be posting to attract the right people?
Posting the right content on Twitter is a huge part of your strategy. You want to make sure you’re sharing things that will appeal to your desired audience, otherwise you’ll end up with all the wrong people following you! And if you want to ultimately make sales, you need to have an audience that’s interested in your offerings.
A2a: With social, I see the perfect testing ground and the ability to really understand your audience. Test your content and see what works. Is it video, graphics, links, questions, polls, the types of content & the style of writing. #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
A2b: Engage with your community and see what they want as well…talk, listen and communicate. #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
Bernie is all about testing to see what kind of content works for you and your audience! Experiment by posting videos, graphics, links, questions, polls, and more to see what moves your audience to take action. Have fun with it!
Also, you want to make sure you’re engaging with your community. Sometimes it’s as simple as asking them what they want to see.
A2: Post helpful and engaging content. What is your audience most interested in? Start by posting content related to it. Also, post that content in various forms. Not everybody absorbs content the same way. #ContentWritingChat
— Netvantage Marketing (@netvantage) December 3, 2019
Lexie knows that posting helpful and engaging content will go a long way when it comes to building your community. Think about what your audience is most interested in and start by sharing that. She also encourages you to try out different content formats to see what really resonates.
A2: Post content that’s helpful, actionable, and helps your audience make strides towards something. That may be engaging with your social posts, signing up for an email list, buying a service/product, or any number of things. Always think about the next step. #ContentWritingChat
— Amanda Cross (@amandacrossco) December 3, 2019
Helpful, actionable will always be a winner! Amanda feels it’s important to think about the next step that you’re leading your social media followers to take. It could be joining your email list, purchasing your offerings, or something else. That’s how you start getting leads!
A2) First off…DON’T do what “best practices” say to do for that platform. Those are what worked for someone else & doesn’t guarantee success.
Research trends, find what people respond to, & think of ways you can offer valuable content to your audience.#ContentWritingChat pic.twitter.com/aGnBk5xU7P— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) December 3, 2019
Jason’s tip is to NOT follow the best practices that you find online. The reality is, what worked for someone else might not cut it for you. That’s why you need to do some research and figure out how you can provide value to your audience.
A2. Post content that is the unique intersection of expertise/perspective and helps potential clients find answers to questions. If you can do that while entertaining and showing your authentic self that also helps attract and keep the right people. #ContentWritingChat
— Gene Petrov – LDRBRND (@LDRBRND) December 3, 2019
Gene said to share content that shows your expertise/perspective, while also helping your audience in some way. And if you can do that while keeping them entertained and engaged, that’s a win!
A2: Get your content out there! Whether it’s blog posts, press releases, or just general announcements, it’s a great way to ensure your followers stay in the know about your business. #ContentWritingChat
— Mara (@G2Mara_C) December 3, 2019
Don’t forget that it’s also important to spread the word about your content. There’s no reason to be shy when it comes to sharing your blog posts, announcements, etc.
Q3: How can you create more engagement on social media to build relationships?
If you’re ever feeling bummed by the lack of engagement going down on your social media platforms, let’s make a change! These tips from the chat will help you boost conversations and ultimately build your brand:
A3a: Twitter Chats are a great place to engage and build relationship with like-minded professionals. Follow peeps and relevant hashtags and be part of the conversations. #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
A3b: And with the engagement, it is being consistent, providing value, it is sharing, it is listening, it is a two-way street, it is about respect and it isn’t about you. #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
Bernie knows that Twitter chats are where it’s at! They provide a fantastic opportunity to connect with people from all around the world. You can learn from them and make new connections. It’s also important that you’re actually engaging with others and listening to what they have to say.
A3) Treat social media the way it’s supposed to be used -> BY BEING SOCIAL!
Ask questions, answer questions, share insights, publish things that entices user-generated content…don’t focus on just selling/promoting your product/service.
Use the 4-1-1 rule!#ContentWritingChat— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) December 3, 2019
If you want more engagement, you need to be social yourself. Jason’s advice is to ask questions, answer questions, share insights, and more. Don’t just promote your products. Think about what will get people talking.
A3 That’s the $64,000.00 question! It’s not enough to just be there on social, you need to BE THERE. Engage with your audience, join their discussions and listen to their concerns. Create content based on those interactions and reward loyalty/advocacy! #ContentWritingChat https://t.co/q3DXVGHQDB
— Michael Martucci (@LoneDigiMarketr) December 3, 2019
As Michael said, you need to actually be present on social media if you want to drive engagement and see real results. This is why it’s important that you check in and engage with your audience regularly.
A3: The best way to create more engagement on social media to build relationships is – surprise- to engage. ? #ContentWritingChat
— Michelle Garrett (@PRisUs) December 3, 2019
A3 2/2: that means actually spending time on the platform. That could be through Twitter chats like this or simply engaging with people proactively, and also reactively, responding to their comments, etc. #Socilamedia isn’t set it & forget it. #ContentWritingChat
— Michelle Garrett (@PRisUs) December 3, 2019
Engage with others and you’ll increase the likelihood that you’ll see engagement in return. Michelle says it’s important to spend time on the platforms of your choosing so you can read and respond to replies.
A3a. Be willing to learn. Coming with an open mindset and a willingness to hear what others are saying goes a long way in building relationships. Be social. When you don’t understand ask. When you have a different opinion, share it respectfully. #ContentWritingChat
— Marcy Field (@MarcyLField) December 3, 2019
Marcy’s advice is to be willing to learn and be social. Having that mindset will really go a long way in creating success.
Q4: What’s the key to converting social media followers into clients and customers?
Now that you’ve got the followers, it’s time to start turning them into paying members of your community. After all, don’t you want to sell your products and services? To get people to take that next step with your brand, make sure your keep this advice in mind:
A4a: It takes time and there is a fine-line between selling and engaging. When you are providing value and seen as an authority in a topic, it becomes much easier for recommendations and word-of-mouth #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
A4b: It’s very important to provide value, to be transparent, to be honest and respectful. What you see of me on social is what you would also get in person…be genuine and authentic #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
Bernie suggests providing value, being transparent, honest, and respectful. It’s not a game you can win overnight. But in time, people will connect with you and ultimately be willing to purchase from you.
A4: In my mind, there are three things:
– add value to their lives
– build trust
– make it easy#ContentWritingChat— John Cloonan (@johncloonan) December 3, 2019
John’s tips are to add value, build trust, and make it easy for people to discover and buy your offerings.
A4) Consistency & Quality.
Be that voice they hear/see regularly, which builds trust & authority.
Once you’ve achieved that, they are FAR MORE likely to convert, regardless if it’s a sale, download, signup, etc…b/c they TRUST you are looking out for them!#ContentWritingChat pic.twitter.com/S1NtcSbKSI— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) December 3, 2019
Jason says it’s all about consistency and quality. When you have established yourself as an authority and built trust, they’ll be more likely to buy.
A4: Don’t be afraid to ask for the sale or promote. It’s so important to weave sales messages into your social content. Free content builds trust, but remember why you are building trust. Chances are your audience wants to support, but they don’t know how. #ContentWritingChat
— Amanda Cross (@amandacrossco) December 3, 2019
If you want to make the sale, don’t be afraid to ask! You have to promote your offerings in order for people to discover them. Don’t expect them to find it on their own.
Q4: show up, consistently. Have a generous mindset by producing valuable content that answers Qs/solves problems. And be human! Chat with others as you do in person. And remember that it costs nothing to be polite. #ContentWritingChat
— Robyn Santa Maria (@RobynJaneSM) December 3, 2019
And don’t forget, you need to show up consistently!
Q5: How can you set up your Twitter profile to drive leads?
Now that you know how to drive leads with your content, what about your profile? There are different things you can do on your Twitter profile to drive people to your site and boost sales. Here’s what you can do:
A5a: Take full advantage of your cover photo and profile pic – ensure they are profession but also tell what you do. Have a good descriptive bio and a link to your website or services. #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
A5b: Keep your posts professional, show some personality, be transparent and a trusted source that provides value…it will come through in what and how you post. #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
Bernie said it’s important to keep things professional. You want to portray yourself in a good light to your target audience. Use your cover photo to show what you do, write a descriptive bio, and include a link to your website or services.
A5: First, fill out your profile completely. Be sure to include contact information! Take advantage of posting tools to be visible, but don’t forget to go back and engage with your audience. #ContentWritingChat
— Netvantage Marketing (@netvantage) December 3, 2019
Always make sure your profile is completely filled out! Don’t leave anything blank because that doesn’t tell your audience anything.
A5. Really important to have the Twitter bio set up the right way. Starting with the cover, the profile pic, the bio and a pinned tweet. Those elements should all be used to establish trust, look like the real deal, and send people to an offer. #ContentWritingChat
— Gene Petrov – LDRBRND (@LDRBRND) December 3, 2019
Gene said to make sure you have a profile photo, a cover photo, a bio, and a pinned tweet. These elements can all help people learn what you’re about so they’ll know if you’re right for them.
A5: Take advantage of all of the ways you can personalize your profile. Make sure to include the website URL, the logo of your business as your photo, an eye-catching cover photo, and a short & sweet description of your company/service. #ContentWritingChat
— Mara (@G2Mara_C) December 3, 2019
Mara knows there are a number of ways to personalize your Twitter profile, so you want to take advantage of it all. Definitely don’t forget about that pinned tweet, as it can often be overlooked.
A5:
1️⃣ Say what you do and who you help in your bio.
2️⃣ Have your website linked to your profile (and another link in your bio).
3️⃣ Have a pinned tweet with a lead gen offer!#ContentWritingChat— Tony Christensen (@tonydoesads) December 3, 2019
Tony said to use your Twitter profile to say what you do and who you help in your bio, link to your website, and have a pinned tweet with a lead generation offer.
Q6: How will you know if you’re seeing results with your social media efforts?
So, you’re putting in the work… The next step is to actually track and see if you’re generating the results you want. This is how you do that:
A6: Metrics are important in measuring your efforts. I don’t pay much attention to vanity metrics but for each campaign, I measure the engagement, comments, impressions and follower growth as starters. I do have different KPIs for each campaign. #ContentWritingChat
— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
Bernie doesn’t put too much attention on the vanity metrics, but instead he looks at engagement, comments, impressions, and growth. These are all great to watch, but as he mentioned, your metrics will change based on the campaign. Consider what’s most important for you to track.
A6: Make sure you have goals for your social media and have tracking in place. The tracking can be from the social media platform and/or Google Analytics. If you don’t know what you’re trying to achieve you will struggle to see results. #ContentWritingChat
— Netvantage Marketing (@netvantage) December 3, 2019
Lexie knows that it starts with setting smart goals! You need to know what you’re trying to achieve in order to know which metrics are the most crucial. From there, keep an eye on built-in analytics from your social media platforms and/or Google Analytics.
A6: Set some goals up first with KPIs, then periodically check them to see how your efforts are paying off.
Look at your analytics as well as the growth of leads/customers, etc.
Ask your customers how they heard about you!#ContentWritingChat— Tony Christensen (@tonydoesads) December 3, 2019
Don’t forget to check in often to see how things are performing. This will let you know if things are going well or if you need to tweak your strategy.
A6. There are a lot of different metrics to look at. Make sure you’re using the right ones. Establish your #KPIs is an integral part of any business plan. #ContentWritingChat
— GreenRope (@GreenRope) December 3, 2019
Just make sure you aren’t overwhelming yourself with metrics. Establish those KPIs and pick out the most important metrics from there.
Q6:
? Define what success actually is.
? Determine what KPIs will measure that success.
? Collect the data via your social channel or analytics program.
? Review data to verify current KPI performance.
? Compare to historical data for reference.#ContentWritingChat https://t.co/i0U3Az934J— Michael Martucci (@LoneDigiMarketr) December 3, 2019
Once you’ve collected some data, you’ll want to compare it to previous data to see how things are performing.
A6: have goals per campaign; not just general social goals. Don’t just focus on clicks or leads or sales. Add audience goals. Think like a media company. You have revenue goals, sure. But you need “ratings.” So comments, shares, followers, likes, etc. #ContentWritingChat
— Annette Sugden (@Annette_Sugden) December 3, 2019
It’s also smart to have goals per campaign, not just general social media goals. Each campaign will likely have a different focus and you’ll want to track the right metrics to ensure success.
A6. Look at the insights/analytics and also look at how many ACTIVE & LOYAL followers you have gained. I started my art page on IG and notice that although I do not post that often, I still have LOYAL followers. #contentwritingchat
— SL Thomas (@iamslthomas) December 3, 2019
When looking at growth, it’s active, loyal followers that really make the difference. Having 1,000 followers that are listening and engaging is much more powerful than 10,000 follows that aren’t paying attention to you.
A6: Sometimes, you don’t know for sure where someone heard of you. The lurkers on social media are a HUGE factor. Always ask, if they don’t volunteer that info. “How did you find me/hear about me?” #ContentWritingChat
— Michelle Garrett (@PRisUs) December 3, 2019
And as Michelle said, it never hurts to just ask people how they discovered you! This will show what’s really working in your strategy and where you can make improvements.
Q7: What tools and resources can help you make social media management easier?
Let’s make your job of social media management a little easier, shall we? There are tons of great tools out there that can help, as well as resources we can learn from. Here are some that are worth checking out:
A7: The tools that I use on a consistent basis…
– Twitter Analytics
– Google Analytics
– @socialoomph
– @Talkwalker
– @TwitonomyApp
– @iconohash
– @TweetDeck
– Content Calendar#ContentWritingChat— Bernie Fussenegger #Digital360Chat (@B2the7) December 3, 2019
Bernie has a number of tools he loves, which includes Twitter Analytics, Google Analytics, and TweetDeck.
A7: I like @Buffer for scheduled posts. And I love @PablobyBuffer for photos. So easy to create an image with text to accompany your post – or just pull an image to include. #ContentWritingChat
— Michelle Garrett (@PRisUs) December 3, 2019
Michelle’s go-to tools are Buffer and Pablo by Buffer. Buffer is great for scheduling, while Pablo will help you design imagery for your posts.
A7: I like @Crowdfire for content curation. When managing client accounts, @SproutSocial is my fave. #ContentWritingChat
— John Cloonan (@johncloonan) December 3, 2019
Crowdfire and SproutSocial are essentials for John.
A7: I love using @buffer and @TailwindApp when I am scheduling stuff out. Otherwise, I use the tools the company provides like Tweetdeck and Creator Studio. For graphics I use a mix of @canva and @Photoshop. I also love @CreativeMarket for things like fonts. #ContentWritingChat
— Amanda Cross (@amandacrossco) December 3, 2019
Amanda relies on tools like Buffer, Tailwind, Canva, and Photoshop.
A7: We’re big on using the social media poster/tracker tools in @semrush! #ContentWritingChat https://t.co/yh6cYg8Zv6
— ContactMonkey (@contactmonkey) December 3, 2019
And of course, SEMrush is always a great one to use as well!
Want to join the next #ContentWritingChat? Our Twitter chat takes place on the first Tuesday of every month at 10 AM Central. Just follow @ExpWriters and @writingchat to stay updated!