Likes have been a social currency for years, and have also been the focus of many business owners. “I have xxx fans!” or “I had xxx people like my last post!”. I have also been subject to saying similar things. The instant gratification of someone liking your post is slightly addicting, but also can be extremely defeating if you don’t get a “big enough” reaction. (Facebook plays on this notion with the “boost” button, but that isn’t what this post is about >>>more on that here).
As business owners and marketers, we should instead be focusing on the big picture goal. Why? Because a like ≠ a sale. Likes, which are really about sharing relevant and engaging information to stay top-of-mind, are a tactic that should be helping us achieve our big picture goal.
Here are a few tips on how to move away from only focusing on likes and focus on what matters:
1. Determine your business goal, such as increasing revenue by 10%, then determine if likes/engagements will help you achieve it. Maybe your time and dollars are better spent using different tactics such as email, website traffic ads, etc.
2. Remember that there are some people who will never like one of your posts because they just aren’t the “engaging type” just like some people will never open an email or click on a digital ad. This doesn’t mean they should be ignored as a potential customers.
3. There are soooo many variables that go into the number of people who like your posts or page especially with the ever changing algorithms on social media. Don’t take it personally instead decide where you should be focusing your efforts and accept that social media is pay-to-play for businesses.
4. Think about the path a customer takes from becoming aware of you or your product to making a purchase. Where do likes/engagements live in this path? Are there also other actions your customers and potential customers need to take before purchasing? If so, are you also putting the same amount of effort into them?
I think there is a time and place to care about page likes / followers / engagements, but it shouldn’t be the only thing you concentrate on if you’re trying to get more sales. It should be one piece of the puzzle.
Need help figuring out where all this make sense in your marketing plan, I’d love to help!
A little more food for thought….
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