Last year, I wrote over 100 social media snapshots, which is nearly 300 to 400 pages of feedback on social media, marketing, and websites. By doing that, I have been able to access a lot of different trends and I’ve noticed a lot of common mistakes people make. Today, I want to share those insights with you.
What is a snapshot?
A snapshot is a two to three-page customized report that I write, where I go through your Facebook, your Instagram, your LinkedIn, your website, your lead magnet, etc.
- I provide you with customized feedback
- I give suggestions for each channel or profile
- I go through the website and make suggestions
- I give a list of action items based on the priorities out of the things that I’ve shared
- I always give a list of potential ideas
You can grab a snapshot for $47 here. I’ve been offering this for the better part of the last year and have written over 100 of them.
1st Lesson: Have a plan in place
The vast majority of the snapshots people didn’t have, was a plan! People would be posting for the sake of posting. Most of them in real-time. There was a lack of congruency, flow, and authenticity between the posts.
There was no true strategic intent, no client journey, and the content was often disjointed between posts. My assumption is that many people were just sitting there at five o’clock every day wondering what they should post!
Ultimately, when you’re in that state of mind, posting from post to post
- it’s challenging to truly be authentic and be clear in your message
- it’s really challenging to have a strategic intent and a vibrant thread that weaves through all your posts and is ultimately taking people on a journey to whatever that next thing is that you’re offering
So, make sure you have a plan in place!
2nd Lesson: Be Consistent
Consistency was all over the map in the snapshots. Some people would post one to three times a day and others would post four or five times a day. Then they wouldn’t post for months. I truly believe when it comes to social media, it’s quality over quantity. It is important to be consistent and consistency could be four times a week. One of the biggest mistakes you do not want to do is not post in weeks, months, or a year. You want to have some semblance of a schedule or regularity with which you post.
3rd Lesson: Have a true and authentic personality/ voice
Lacking an authentic voice happens because people don’t have a plan in place. You’ll see glimpses of these really amazing and authentic posts from people when they’re in the zone. Then somehow, they lose their voice along the way. It doesn’t consistently come through in the posts because at times they will post just because they need to post something.
This kind of battle happens when you’re not truly being yourself. You’re not truly connecting with your ideal client and therefore they’re not moving and taking action as they would. The same applies to consistency.
When you’re not consistent or when you don’t have a plan in place, you don’t move forward at the same pace as you would if you had a plan and you’re taking your client on a journey. So, when you fail to do those things, then you fail to move people forward in your business ecosystem.
4th Lesson: Have a clear Social Media plan
In social media, you should always have your next step ready. What is the clear progression or client journey that you want someone to take? For example, have people go from your social media and into your email list.
- Once they’re on the email list, they get a nurture sequence.
- Once they get the nurture sequence, they get something at the end of that.
In the many snapshots, I saw a big lack of what was supposed to come next. There were many random posts and some of them would ask people to get on the email list. However, I would ask myself, “Why do you want me to get on the email list? What is the benefit to me as the potential client?”
5th Lesson: Have a call to action
The vast majority of posts lacked a call to action. A call to action could simply be
- to engage with the post
- to sign up to your email list
- to buy something
Having no call to action is yet another reason why social media doesn’t convert for people.
6th Lesson: Selling on social media
What’s ironic about selling on social media is that people took one of two stances. They either went into heavy selling and almost every post was a selling post, or they didn’t ask for the sale at all. There really wasn’t a middle ground. Ironically, one of the biggest goals that people have on social media, however, is to sell!
For me, one in every seven or eight posts can sell. If you do want to sell online, you have to create content that adds both value and content that adds for the sale. You need to have both and you need to make it easy for people to buy.
80% of people are on mobile when they’re on social media and if you’re selling online, make it easy for people to buy from you. If there are a lot of steps that they have to take, or you have an eight-page checkout process, you have to change that and make it as simple and easy as possible.
7th Lesson: Details of the platforms
Let me use Instagram to illustrate. People post on Instagram, yet they don’t add hashtags. They might do stories, but they don’t take the extra time to tag, add text, or do the hashtags on stories, etc. Many people skip the details of the platform.
Let’s look at Facebook. They post on Facebook and then they put a link immediately to go somewhere else. Facebook doesn’t like that and as a consequence, it won’t show your content to as many people as possible. Put the link in the comments instead of in the post.
People don’t take the time to do those little details. And those little details are really what help you gain that organic reach on those platforms. So that’s a huge mistake!
8th Lesson: Take the time to set up your profile correctly
When I checked the different profiles, I was shocked at how many were not set up correctly.
- People didn’t have a cover photo that represented their business
- Website information or their about was missing
- Link tree or landing pages were missing on their Instagram profile
There were so many little details missing! Filling out the profile details in social media is really easy and should not be skipped!
9th Lesson: Instagram Link
The vast majority of people have a link to their website on Instagram, which is fine, but Instagram is a mobile-centric platform. If you only list your website, people will go to your website and look for whatever it is that you’re talking about and it’ll be really hard for them to find that. By creating an Instagram specific landing page, which has all the things that you talk about on a regular basis makes it a lot easier for people to engage.
10th Lesson: the Facebook Pixel
Of the 100 social media snapshots, 88 people didn’t have the Facebook Pixel installed. When we polled them, almost all of them said they wanted to or were planning to, or are running Facebook Ads.
What is Facebook Pixel?
Facebook Pixel is essentially a data collection tool that collects information about people who are visiting your website, and therefore it makes your ads more successful as you are running them.
Ultimately, you need the pixel to give Facebook ads the data. The cool thing about the pixel is
- it doesn’t cost any money
- it’s really easy to install
- it collects data from the day you start using it back 365 days
You don’t have to start running ads right away, but you want to put the Facebook Pixel in as soon as possible. It will start collecting data for you so that when you are ready to run ads, you’ll have data to go to and run those ads.
11th Lesson: Make it easy to get on your email list
It was crazy to me to see how hard it was to get on people’s email lists! Keep in mind, you don’t own your Facebook, or your Instagram, or any other of your social media. You do lease the emails that are on your list, and seeing how difficult it was to get on people’s email lists, made me realize why so few entrepreneurs really focus on list building and yet, it is probably one of the most important things that they need to do. So make it really easy for people to get on your list!
12th Lesson: Understanding who your ideal client is
This is probably one of the most important lessons. After writing 100 of these snapshots it really dawned on me how critical it is to truly understand who your ideal client is. Who your human is that you’re marketing to! However, I keep seeing over and over again, how that is either glossed over or not researched enough.
On my sign-up form for the snapshot, people would fill out who their ideal client is, add some details or stay super generic. But, when I looked at their websites, I would see this massive disconnect between who they say they are marketing to and what is actually happening.
Taking it one step further, there was also a lack of really digging deep into the fears and motivations.
- Where are they in their lives?
- Where they want to go, what have they tried?
- What have they not tried?
- What keeps them up at night?
- What goes on in their head?
There was a distinct lack of that information. When you’re speaking to everyone, you’re truly speaking to no one. Therefore, any social media effort should really be driven to one human that you know really incredibly well. I was shocked at how much people resist really digging into that human.
I want to encourage you to dig into who that is. Niche down and be really hyper specific around who you want to support. You will by accident get ancillary people. However, I cannot tell you enough, how critical it is to your long-term success to commit to that one avatar and that one person.
It’s the difference between success and mediocrity or mediocrity and failure. The more you are willing to commit to an avatar, the more success you are going to have.
Those are my lessons from 100 social media snapshots. They are $47 and I could probably charge upwards of $1,000 for them, but I love doing them and I think it’s just a really cool service for people. If you haven’t gotten one already then sign up today!
Are you wondering if your social media marketing is even working? Are you posting and hearing crickets? For a limited time I am offering customized Social Media and Marketing Snapshots for $47. These are a 2 – 3 page action plan designed specifically for your business. Grab yours today ===>>> www.socialmediasnapshot.com