THE MYTH OF HITS AND CLICKS
Are you sitting at home, or staring out of the office window wondering if anyone is out there?….are you all alone in this start up business?! Then you blink a bit, down a little coffee and write another blog, email or social media posts. But in the end, underneath all of this worry, fear and anxiety is this question…… “Does anyone get my message?” or “Is anyone fucking listening?” or even better “Who the hell cares?”
Now the important word in that first question is ‘Message’ and I think at times we look at the numbers and they don’t equate to cash in the register because although they might see you, they are not listening to taking it in.
So you send out an Email to your 50,000 names on the email list and your awesome email server tells you how many opened the message, how many bounced back and how many new subscribers you have to that list. But what it does not tell you is how many of those people really hear your message!
So Facebook likes, Youtube Subscribers, Twitter followers all those numbers, they look great and they are. But are those viewers, watchers and subscribers really listening to you and receiving your message? The only way I can actually think of measuring that is through personal feed back, whether that’s sales at the end of the funnel such as sales of your book goes up or your service becomes more in demand or actually verbal and written feed back in the comments or in person.
The next step is to look at that feedback (once you manage to get it) and listen to what they are saying, take it on board and see what they like and what they don’t and then drop what is not working and keep what is. This is really hard because it takes time to build and audience, time to build a brand, time to build trust and all through that time it takes consistency and then you might need to ask yourself the important question “Can I afford to keep going until people care enough to invest in me and my business?”
On a side note about content:
I used to get told not to repeat content across different social media sites. This is ridiculous, utterly stupid. Look, you are not a TV Channel, yes people would get pissed off if you put EastEnders on six times a day on the three channels your network owns, but understand this. No one is really watching you and even when they are you are fighting with billions of other social media sites and millions of others in your industry who are fighting you for that one persons attention. So you SHOULD repeat your posts, spread them out a bit but repeat your posts. If you spend 2 days on a promotional video then why the blue hell would you post it only once on your social media pages. Why not post it for six months, add more content and mix all the new stuff in and repeat and rinse so you have a content flow and then see what works from the feedback and comments.
So the numbers lie, they don’t equate to whether your message is being received. So it’s the old idea of “Quality over Quantity of those viewers” . Unless you are using your social media numbers and viewers as a bargaining tool for new clients (Look how popular we are) which can work, but you need to back it up with a quality service or product.