A lot of marketers have all sorts of wrong ideas about social media marketing. Some think that you only need to post “viral content” to get tons of traffic overnight. They actually believe that if you are able to pump that much traffic to your target website, a large chunk of those people will buy whatever it is that you are selling.
Maybe you’re selling services, maybe you’re selling an event, or maybe you are selling products from an online store, it doesn’t matter. According to this idea, you just need to have a lot of traffic; courtesy of viral content on social media, and you will get the conversions you’re looking for.
There is an assumption that social traffic, regardless of which platform it comes from and regardless of how you qualify that traffic, converts to sales readily. Sadly, none of these assumptions are true. In fact, all of them are tragically mistaken.
If you believe in any of these, don’t be surprised if you spend a lot of time, effort and money only to end up with a whole lot of nothing. Welcome to the club.
Effective social media marketing can be reduced to one metaphor. Master this
metaphor and you probably will make money on autopilot with social media
traffic. Screw up this metaphor or remain clueless to it, and you’ll continue to
struggle; you’ll continue to believe that social media traffic can easily be
generated through viral content. You might keep running after that unicorn only to get tired and frustrated.
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