We all know that keeping social media current and engaging can take a lot of time and energy. Although you may appreciate the value of business social media, are you guilty of treating it as a necessary evil or pushing it so far down the list of priorities that you fail to reap any of the very real benefits that social media can offer?
Do you plead guilty to deprioritising this potential goldmine? Here are some tell-tale signs that you are not giving your business social media the care it deserves and some quick fixes to get you back on track:
Problem 1: Are you still there?
Do you allow a day to pass when you don’t actively market your business? If you aren’t giving your business social media the care and attention it deserves, consider what message this is giving to existing customers? Possibly, that you are behind the times and cannot be bothered?
If this is the case, why would you be any different in your dealings with them?
What about potential customers? They lose faith in your ability to be consistent in other areas of your business.
Solution: Scheduling Tools are the way to go!
If you recognise yourself here, then do yourself a favour – preschedule your business social media content.
Diarise time each week to schedule the following week’s content, using one of several (free) scheduling tools. This will ensure your output is consistent and current and save you time as you “batch” content, but do remember to allow time in your diary to respond to any comments or otherwise engage with your audience. Several platforms prioritise content that receives engagement within the first hour, so use this opportunity to increase your reach to your advantage.
Alternatively, if the thought of staring down a blinking cursor leaves you in a cold sweat, consider outsourcing your social media management to a Social Media Manager and relax, safe in the knowledge that your content will be posted on time, every time.
Problem 2: It’s all about you!
Your goal with business social media may be to increase customers and therefore improve your bottom line, but that doesn’t mean that it should be “sell, sell, sell!”
If this is your strategy, your audience will soon get bored and migrate to more entertaining content. Nobody likes the hard sell, so ensure your posts are a healthy mix of interactive content; the sort of thing that encourages comments or engagement.
Solution: Content Ratios
Broadly speaking, your content should be a mix designed to educate, inspire, educate and lastly convince in the ratio of 80% non-sell to 20% selling.
Your audience is far more likely to interact and engage with content that entertains them, provokes discussion, asks their opinion and where they feel appreciated, NOT where they are constantly broadcast to.
Don’t forget to share other’s content, too. Not only is this an easy “post” for you, but it shows you are aware of the wider picture and content which appals to the wider interests of your target audience.
Problem 3: You binge post
So you haven’t posted at all in a couple of days, but that’s ok, you can make up for it by spending a couple of hours, posting several posts on every platform, right?
Solution: Little and often
The idea is not to bombard your audience with content but rather to weave that content into their consciousness throughout the day. Think ninja stealth, rather than the cavalry!
Problem 4: Strategy, what strategy?
Everything you post on business social media should be part of a bigger plan. Ensure you actually understand who your customer is – enlist the help of customer-facing staff to ensure that what you think is indeed the case.
Solution: Mapouts and Milestones
You should have specific goals in mind, as well as defined KPI’s to complete along the way. Map out what success looks like to you and stick to the plan.
However, do be flexible in trying new ideas, as long as you do not lose sight of that goal along the way.
In conclusion, if you give your business social media the attention it deserves, then with patience and application and by following these simple rules, you will reap the benefits.
It should be viewed as an intrinsic part of your bigger marketing strategy, and if so, you will be rewarded!