There comes a time in every business-owner's life when they find themselves the proud parent of a fully-branded set of Facebook, Instagram, Linkedin, Twitter, and Tik-Tok pages. Ah yes, the power to access thousands of eager customers is right there in your hands!
There's just one problem: it's not working.
For some strange reason, audiences aren't clicking that like button, nor are they clicking the link to order your fuzzy rabbit slippers that should be selling like hotcakes.
So, what gives?
Having been a social media manager as well as a small-business owner for the past seven years, I can tell you that this is a common problem. It usually has to do with an all-too-common misunderstanding.
You see, there is a great deal more that goes into a successful social media page than simply making posts and paying for ads.
If your social media isn't getting you the results you want, you may be able to fix the problem by attending to one of the following areas:
Driving Traffic: If you consider your social media pages as a digital storefront, it makes sense that the more attention you're getting, the better. You can use your pages to figure out what works with your customers and what doesn't. Trial and error is not a bad thing in this space. In fact, for small businesses, it's essential to your survival. This means running competing ads with different pictures or wording, trying different engagement strategies on different platforms -- and keeping track of the results!
Social Proof: Think of your social media presence as a living portfolio. Updating your accounts regularly gives your customers a window into what you're doing. If they're engaged, it entices others to invest emotionally in your brand and your journey. When potential customers see the “social proof” that your brand is speaking and listening to your audience, and getting a positive response, they are more likely to purchase your product or service.
Lead Generation: Your private messages, DMs, and even post comments are avenues for potential business opportunities -- and if you don't have a system in place to follow up on and cultivate leads through these channels, you're missing out on a powerful tool for your business.
Brand Recognition: Before people like you, they have to know you -- yet another reason a robust presence on social media is a good investment. You might be familiar with the "Rule of 7" that says a potential customer must see or hear about a brand seven times before they're familiar enough with it to spend money. This rule's origin is murky, but the wisdom holds because if your brand is so ubiquitous that a person could run into the name, logo or branding seven times in their daily life, you’re doing marketing right.
Is It Working Yet?
If your social media isn't working for your business, addressing your traffic, leads, brand recognition and social proof -- each individually -- is likely to bring about the game-changing, life-altering revelations you need. From there, the sky's the limit!
If you're looking for a professional to either consult on or manage your social media, please contact me at jessie@allsocialjessie.com, or by phone at 248.219.5106.