I have had the pleasure of meeting SO many people through social media. My partner…
There are Seven Deadly Social Media Sins that so many small businesses make.
It’s IMPORTANT to learn what these are.
Why? Because you don’t know what you don’t know – right?
If you’re DOING social media but you aren’t doing it right, you’re not going to get traction. You’ll be spinning your wheels.
Repeat after me:: Social media for social media’s sake is a complete waste of time.
So the secret is to focus on strategy.
This is about ensuring you align your social media efforts to your business goals. And then implement a social media strategy aimed at achieving that.
Strategy is your roadmap. You put together plans to reach your goals and it gives you a guide on what to do.
What most people do is focus on tactics. Tactics are random things like hashtags. It’s so easy to get distracted and to try this thing and then that things, but having strategy keeps you on track.
1 million followers mean nothing if you don’t have a Strategy for converting them into business.
If you start by posting on Facebook or obsessing over hashtags without a PLAN and a FRAMEWORK for turning new followers you attract into customers, you’re wasting your time.
This is hands down the biggest mistake that I see getting made, and so it’s number one on the list.
Strategies are plans. Make em!
Repeat after me:: You don’t SELL ON SOCIAL. Think about it.
People are on social media to interact and to keep up to date with their family and friends, and they are there to get information and inspiration from brands they love.
Going onto social media and treating it as a sales pitch for your product or service is the quickest way to turn people off. You’ll not only miss out on the sale, but you’re also going to miss out on the opportunity to get their attention in the form of a like or follow on Facebook or Instagram.
Social media is a conversation starter, it is not a deal closer.
One analogy I have heard used for this is that you don’t ask someone to marry you on the first date! It’s the same in business.
You want to get them loving your brand and business so much that they can’t wait to book with or buy from you because you have been giving them what they want. You don’t do that by using your social channels as a pitch fest.
People have more choice than ever before as to what they choose to spend their time and attention on, and if you are only being salesly, they won’t connect with you and you’ll never have the opportunity to get your product or service in front of them the right way.
Which brings me to the next point.
Social media, at the end of the day, is just a value exchange.
You need to create stuff – which is called content – that people love enough to want to trade with a like/follow, and then with an email address, and then eventually after you keep doing it makes them want to pick up the phone or send you an email and do business with you.
Marketing anything online requires people to really connect with you.
There’s an art and a formula to this.
Adding massive value is the key to success.
S0 how do you do this?
Well you help them! You educate them. You inspire them. You motivate them. If you are a solar company, you give them energy saving tips. If you are business coach, you give them motivational quotes. If you are an eCommerce store, you sell the lifestyle associated with your product.
Repeat after me:: Social media for social media’s sake is a complete waste of time. So many of us getting caught up in the NUMBERS.
Chasing followers and likes is the biggest symptom that I see when it comes to this.
When you’re just chasing numbers, you get into dangerous territory because you chase them at any cost.
Even if they aren’t the right people and they’ll never do business with you.
So here’s the test to you:: Is this follower a potential customer or client?
If you find that you’re chasing followers that aren’t, you’re in trouble.
Why? Because they generally wont be that interested in what you post.
Which means that they won’t like or comment or engage.
Which means that you will drop out of their newsfeed because the algorithms won’t show anymore,
Which means your posts won’t get engagement, which is the DEATH KNELL of any social media account. More engagement means your content is seen by more people. No engagement means your posts are invisible.
So the secret is to focus on ENGAGEMENT.
Both the Facebook and the Instagram algorithms view engagement extremely favourably when deciding whether a post is going to be seen in the news feeds of your followers or not.
So what is engagement?
Engagement = Likes, comments, shares, reactions, DM’s, saves.. positive interactions on your posts.
This should ultimately be the yardstick by which you measure success. The more that people enjoy your content, the more it will be seen. Without it, you will be posting to crickets because your posts won’t get seen.
Social media is the cocktail party where everyone is hanging out.
It’s where the attention is these days. Like we mentioned before – just look around – everyone is on their phone or computer, and we are checking our social media accounts umpteen times a day.
That’s where you get the attention of the people you want to do business with you.
But, here’s the thing.
You don’t own your social media channels. As a result, you are at the mercy of every algorithm change that Mark Zuckerberg – who owns BOTH Facebook and Instagram – makes, and as many of you will know in recent years there have been plenty of changes which have impacted the ability of businesses to reach the people who like and follow their accounts.
They could also be shut down at any time, which means all of your hard work could be for NOUGHT. Don’t believe me?
There is a fellow Gold Coast girl – her account name was Joy Hysteric – and most of her followers were gone overnight. It happens.
Not to mention that people don’t for the most part LOVE being sold over and over on social.
So the whole aim of the game is to get people off social media into a platform that you own – your email list – to continue the relationship and sell to them.
Why? Well because email is crazy cluttered, yes but the cold hard TRUTH is that it converts people into business 16 times more effectively than social.
Now people don’t just hand their email address over willy nilly. So how do you get it?
The answer is with a lead magnet – a freebie they cant wait to get!
Here’s an example of my own.
News flash:: You could have the BEST social media accounts in the world, but if you aren’t proactively going out to where your dream clients are hanging out online and drawing them back to you with something enticing, you are going to be invisible.
This is a huge one. Social Media success requires a steady, consistent stream of new people that are the right people finding out about you.
If you are just posting on your own channels you are crossing your fingers and leaving things up to chance.
So what do you need to do instead? PROACTIVELY GO TO WHERE YOUR AUDIENCE IS HANGING OUT ONLINE AND GET IN FRONT OF THEM.
After spending over 10 years working in marketing with some pretty big businesses, there’s one thing that I took for granted that EVERYONE knew was important.
That brand is everything.
I was wrong. Many small businesses fail on social media – and in business, but that’s a whole other kettle of fish – because they don’t have their brand sorted. Because, at the end of the day, social media is just an amplifier and if the brand and message that you’re amplifier is poor or not right for the people that you’re serving it too, you’re not going to succeed.
Let’s use the analogy of a singer and his or her microphone. It’s not the microphone that makes a singer good. It’s their voice, right. It’s the same with social.
Your brand is the singer. It needs to be on point. Your socials just amplify it out.
A great way to do this is with a social media style guide. It is a way to brainstorm and then store your visual style. I have a Customisable Social Media Style Guide and how to guide in the Social Shop for this!
Social media will work when you put the right content in front of the right people.
Knowing who they are and where they are does two things – it gives you exactly WHAT to post, and it gives you the exact places they are hanging out so you can put together strategies to hang out there and bring them back to your socials.
There are two elements of knowing your ideal client.
Firstly demographics – who they are – age sex etc, so you can tailor your social media efforts.
And psychographics – wants and pain points, so you can tailor your messaging.
This is mission critical.
And there you have it! The Seven Deadly Social Media Sins that small businesses make.
Are you guilty of any of them?
Today’s episode is supported by the email marketing provider I use and love, ConvertKit. For a free 30 day trial to ConvertKit for Talk Social to Me listeners, head to steviesayssocial.com/convertkit for a FREE 30 day trial.