What You Need to Know
- The likelihood that anyone will see a given post is low.
- To generate leads, you need to post a huge number of posts.
- Posting good, original posts is expensive.
I would estimate the fastest-growing marketing in our industry is agencies and individuals trying to convince us that social media marketing is the future.
I get multiple offers daily, and I assume you are getting them also.
Don’t fall for their pitch; you will lose your money and achieve virtually nothing, and you will face a statistical guarantee that almost no lead will be harvested.
Why? Kathy Martin, Ph.D., and Bruce Martin, Ph.D., national experts on social media, explain an easy way to understand how this type of marketing works.
The River
If you are standing on the bank of a river and watch a log float by, you may see it. If you were not standing there, you would definitely not see it.
In a comparative view, social media marketing is simple: You post and hope someone sees it.
But don’t forget the data; experts track it and know how to interpret it.
The data tells us that only 3% of original posts are actually seen.
For example, if you post 100 times a month on your social media sites, only three posts will statistically be seen in a month.
Does that translate to three leads a month? No, it translates to being seen three times.
You have to use more data to know how many leads 100 posts a month will generate.
Data shows us 5%, meaning that just 5% of the 3% “deep looks” actually become leads.
The Posts
To make social media marketing work, you would need to post thousands of posts, and please note: The 3% “deeper look” rate is based on the marketer posting original content.
In other words: You will need large amounts of original content, not content being used over and over.
You might have noticed a certain life insurance company offering a do-it-yourself application. How many other agents are using the same marketing postings as you?