The digital space offers great opportunities for businesses to promote and further their offering. Small, Micro, Large, you name it. There is a place for you as well to win more in real time. But it’s also the arena where a false step can prove most damaging. Here’s how to get it right with my 4 or 5 principles.
But first I want to talk about the rise of small Businesses this year, because we live in the most wonderful time to do your own thing. AKA. ‘Be the Entrepreneur”.
The rise of social media has been a boon as far as marketing is concerned. The ability to reach thousands of potential and existing customers through the likes of Facebook, Twitter and LinkedIn – at little or no expense – gives small Businesses the opportunity to compete with much larger companies.
Social media acts as a virtual shop window for all businesses, but often, the first time a prospective customer becomes aware of the organisation is from the first interaction they have with them on [social media]. It’s from there that they take the next step and go to their website to find out who they are, what they do, and what that small Business can do for them.
But successful social media use isn’t just a matter of sticking the odd picture on Instagram or updating your Facebook status twice a week. And there are a number of pitfalls – some of which can have very damaging consequences – that businesses of any type or size should seek to avoid.
Here are some common social media mistakes.
Slip 1. Taking a Scattergun Approach.
Don’t post content across the vast range of platforms in the hope something comes of it, It might do, but you’ll have soon become fatigued at the amount of time you’re spending on creating and publishing content with very little return. This can often lead to long absences on social media, which can be even further off-putting to your audience. Businesses need to understand where their clients are, what they’re interested in, and how they can appeal to this audience. Here I will use a word called ‘Congruence” Is you content congruent with your audience? I leave that with you.
Once you understand this, think about what you can do to make your life easier. You’re a small business, not a social media manager, so you need to ensure you don’t spend more time undertaking this than you need to. Creating targeted content is also important. A lot of organisations will try to use the same message or content for Facebook as they would on LinkedIn, but the two audiences are hugely different.
Slip 2. Over-Promoting Your Business.
Try not to promote your services too often, a good ratio is to ensure no more than 30% of your posts promote your business. Here is about giving value. Most Businesses just ASK.
The clue is in the term ‘social media’ – your feed shouldn’t be a stream of promotional posts but should try and engage your audience with interesting content. When people use Facebook, it’s primarily for personal use. They don’t want to be bombarded by business communications or attempts by organisations to ‘sell’ their products or services.
“Social media isn’t a quick win in terms of generating traffic. You need to spend time refining your message and figuring out what works best for your audience. Successful engagement requires an understanding of what customers care about.
Slip 3. Expecting Instant Results.
Building up a brand and a loyal following on social media rarely happens overnight. Business owners need to be patient when it comes to getting results. At times, I found social media is certainly not a quick win in terms of generating traffic to your site. You need to spend time refining your message and figuring out what works best for your audience.
When I looked after the SEO and Google Ads for a Client in Glasgow/UK ‘Calvello Hair’ more precisely, I didn’t seen results instantly. It wasn’t until 3 weeks when It all started to came in, and the return on investment from the Client and my time was all worth the effort.
The key to any successful social media strategy lies in careful analysis. Take time to examine engagement levels on your posts, advertising, social listening, social marketing, community engagement and more, by looking at the performance of each message, targeting ads and campaigns, you’ll be able to work out what type of content or Marketing Campaign works well with your audience. It isn’t necessarily what you think it will be. Here is about Social Listening skills, content that works and if you do ads, they must work at Data-Driven Level.
Slip 4. Hiding Behind a Corporate Façade. ‘(a mask)’
So many small Businesses dress themselves up in a corporate style on Twitter and Facebook because that’s what they feel they should do. If you want to win the customers heart you ‘got ta’ show some real you. In a world of Kardashians you got to be one of them’ Transparency is the real deal here.
Here is an example, look at companies like Tesco UK, John Lewis UK, Starbucks International to name a few, they’re a great example of where personality can be introduced into some of the largest corporate social media accounts. They sign off every tweet with the name of the person that write it and – most importantly – they actively engage with people using the platform.
Slip 5. Ignoring Complaints and Avoiding Confrontation.
How you deal with an online complaint is an opportunity, It’s a window to show people how you deal with things offline as well.
If someone raises a complaint, don’t ignore it because people will see it. Ignoring or deleting it will not achieve anything aside from infuriating the complainant further.
Communicating on social media is not like having a quiet conversation in a restaurant, it’s like having a megaphone and sharing your thoughts and deeds with hundreds of thousands of people. Consider that and respond to complaints accordingly.
Here’s my ask.
Just let me know how I can help you. If you’ve been reading this Article and you think you need advice with something, please hit me up.
But thanks for stoping by, and reading this article, if you love what you see, come back.
If you are ever in need of help with your marketing goals, We Help Small And Large Businesses Align Their Marketing Goals With Strategies That Work For The Age Of Digital Transformation. Let’s Talk! FEELANDBJØRNMEDIA
To Your Success! Isaac Bjørn