Social media is a powerful tool when used for good. But it also brings up when emotions when speaking to business owners about using it for marketing.
Common responses include:
- I don't have social media
- I don't like social media
- I don't like how [insert person] puts their view on social media
This list goes on...
So, how does a business owner get past this to use it for business? The best approach is to separate what you do on social media personally and instead focus on how you can use it for business.
The key is having the right strategy.
Wandering aimlessly on social media will often mean your approach is inconsistent and won't be sending a clear message to the audience you want to attract. Plus, it will suck massive amounts of time and effort. So instead, focus on how to connect with the right audience with minimal time and effort.
So, what does the right strategy look like?
It shouldn't be complicated, but it needs some key elements to stay on track and get results. Here are some of my tips on how to build a solid social media presence.
Step 1: Define who you really want to work with
If you have a scattergun approach with who you're trying to help with your social media content, it will sound like that. You can't be all things to all people, nor should you want to.
To ensure your content sounds exciting and on point with your target audience, you must communicate like you are only speaking to them.
That means you know how old they are and where they live. You'll understand their problems better than they do. You want to sound like you know everything about them, have helped people like them and will be exactly who can help them.
Let's call them John and Mary. Now, every bit of marketing speaks only to John and Mary.
Step 2: Develop a content calendar to keep you honest
Consistency is now your biggest challenge.
How often do you want to post for John and Mary? 3 times a week? 5 times a week? Find a schedule that works, so you can stick to it.
What content will you post for John and Mary on those days? A video? A blog post link? A client testimonial? Create a simple calendar for how many posts you need each month, and develop a schedule for what posts go out on what days.
Step 3: Create content that sings your praises
I can hear the shrieks already...
God forbid that you might blow your trumpet and tell people you're good at what you do, and here's some proof *insert client testimonial*
This is what social media is all about - generating interest around what you do for clients like John and Mary. You're reminding them what you do if they're already clients and telling new John and Marys how you've helped people like them before.
Social proof from your clients, talking about their experiences, is the best way to get that message across.
So what sort of content should you create? Image posts for the feed, long-form videos (2 minutes plus), video shorts (30-90 seconds) and carousel posts. The same ideas, topics and feedback on a rotating basis - talking to John and Mary every time.
Of course, there are many other things you can also consider, like conversion opportunities, website content and email series...however, not now. So, for now, just start creating content.
If you need help with that part, contact us for a chat at Socialisd.