Are you thinking of seriously starting out with social media marketing, but you’re too afraid that it’ll take lots of your small-business’s resources. I’m not talking about having a Facebook page and a Twitter profile that you post on them from now and then!
I’m talking about taking social media seriously so you don’t get left behind.
Social media marketing is a long term strategy and I believe that early adopters are the ones making the most of it right now. However, I can tell you that it’s not too late!
I believe that social media will continue to prove itself as a business driver for those who are still resistant to the whole idea. The question now isn’t that you should or shouldn’t start exploiting the wonders that social media can deliver to your business. The real question is whether you start taking it seriously by giving it the importance that you give to other marketing strategies or NOT!
The problem why many people give up too early on social media marketing is that its results aren’t instant. At the beginning you’ll be responsible for every positive result your efforts produce on social media. You find yourself doing lots of work to get the ball rolling and getting your first fans, followers or email subscribers. However, I’m here to reassure you that the time will come when you’ll not be responsible for every positive action produced by social media! Believe me when I say that I’ve been there too when I started out with social media marketing. It was really hard for me to get the ball rolling at first, but now believe it or not, more than 90% of the great results I get from social media are organic and automated.
The problem is when you’re nearly non-existent on the social web (as the case with many small businesses), it’s really hard to get momentum. The work towards achieving the same result will diminish until you’re no longer responsible for most of the positive results your business gets. That’s what I like to call the “Social Media Marketing Snowball Effect”.
Introducing The Social Media Marketing Snowball Effect
According to Wikipedia,
Snowball effect is a figurative term for a process that starts from an initial state of small significance and builds upon itself, becoming larger (graver, more serious), and perhaps potentially dangerous or disastrous (a vicious circle, a “spiral of decline”), though it might be beneficial instead (a virtuous circle). This is a very common cliché in cartoons and modern theatrics and it also used in Psychology.
The common analogy is with the rolling of a small ball of snow down a snow-covered hillside. As it rolls the ball will pick up more snow, gaining more mass and surface area, and picking up even more snow and momentum as it rolls along.
In social media marketing, at first you’ll be directly responsible for the small results you get (likes, shares, follows, subscribes, visitors, sales…etc), but when momentum gets built and the ball starts rolling, it’ll only keep increasing in volume without much interference from you besides ensuring that the hill has more snow which the ball needs to keep growing.
I really like this concept because it ensures that I get passive results from my early active engagement. I really don’t like the fact of non-organic results where I should always be present and active to achieve the same results because this is not the way effective businesses are built. You can’t grow unless the work you put in at first will keep bringing passive results, so you can improve more and get even more passive results as you continue. I know that most small-businesses get intrigued by the idea of passive (income, traffic, sales…etc) and I can tell you that social media marketing definitely supports that concept!
How To Ensure That The Snowball Keeps Rolling And Never Stops?
Although the social media marketing snowball effect will continue to work for you, you need to ensure the ball keeps rolling if you want your business to grow even more and not get stuck in one place. To do that, here are some tips:
1- Make Sure You Craft A Great Snowball At First
A bad snowball will turn your life into a living hell because its actions are unpredictable. Your business need to have great core values at first before you can begin to market it. Make sure you start with solid foundations, and I can assure you that you’ll be amazed of how a well polished snowball performs when guided correctly.
2- Plant As Many Seeds As You Can
That’s exactly what’ll be responsible for the great passive results you’ll continue to get from social media. Whenever it’s possible, plant a seed!
I mean by that help as many people as you can. Thank people every time they do something nice for you. Reply to their requests, give as much value as you can, solve their problems…etc. These seeds (relationships) will grow with time to become trees that continue to provide you with shade (defend you in case of negative feedback), fruits (sales and business)…etc
3- Never Stop Taking Positive Action
The point of the snowball affect isn’t that you go on vacations and expect your social strategy to continue growing your business. The point is to continue building upon your efforts so your business will get bigger and bigger.
Imagine that you need 100 visitors to a product page. You could spend $50 or $100 advertising to get that amount of traffic (assuming the CPC is $0.5-$1). Next time you want traffic for your other product; you need to spend the same amount of money if not more. The social media marketing snowball effect ensures that you don’t have to start from scratch each time. It ensures that you’ll get more results if you continue to build upon the actual following you have. You’ll continue to get the 80% or 90% of the results passively, but the remaining 20% will ensure that the 80% will not drop when you continue growing your business.
4- Always Keep Moving Towards The Right Direction
The snowball takes its power from the snow-covered hillside. If you deviate and go in another road that doesn’t have snow, your snowball will stop growing and even diminish in size. The snow is your great audience, so make sure you keep getting in front of them if you want them to stick with your brand. Businesses grow with great audience, and your job is to keep exploring new audiences and keep providing them with great value.
Have you experienced the snowball effect in your social media marketing efforts? Let us know what area this concept is working for you the best!
Image Credit: gluemoon