3 Things Every Business Owner Gets Wrong About Social Media (And How to Get It Right)
As business owners, we kind of have to be the jack of all trades, don't we? Every business owner has had those late-night, Google marathons trying to learn everything and anything they can to help better your business. How to build a website, how to accept payments on Stripe, what are fun ways to package your product for the best customer experience — whatever it is, you've probably Googled it by now.
But, there are a few things that are *pause for dramatic effect* UNGOOGLEABLE. What's included in that? Cringe-y social media habits we hear constantly that are a waste of your time for your brand on social media. Yes, we are talking about those things that are costing you leads on social media.
Here are three things every business owner gets wrong about social media, and what to do instead.
3 Things Every Business Owner Gets Wrong About Social Media (And How to Get It Right):
Posting Without a Plan Or Purpose
Going in waves of posting, sharing a random meme, or whatever is on your mind has to be in the past. Posting without a strategy is like going to the grocery store without a list, yes, you'll probably get something, but it won't lead to the right outcome (aka your dinner recipe is going to be missing five ingredients and you’ll end up eating buttered noodles, or your audience isn't going to connect and purchase your offer). We don't want that for you!
You need a strategy. Every single marketing campaign, channel, and platform should start with a strategy. What comes from a strategy is not only a detailed plan that makes the content process easier, but also gives your brand structure and purpose. Inside a social media content strategy, you'll find content pillars that give your brand purpose on socials. Again, we don't need those random posts, we need something that will speak to your audience and mean something to them, enough to hit that add to cart button.
Being Camera Shy
Business owners who don't show up in content miss out on a huge opportunity to add personality to their brand, share the why behind the brand, and connect with their audience.
We aren't saying you need to do a daily live, but showing up on camera, talking about why you started the brand, answering FAQs, and even sharing a few personal stories or anecdotes makes all the difference between being just another brand's social media and a brand that connects on social media. Every account should feature faces — and who better than the people who make up the brand, the founder, the CEO. Don't let camera shyness be the reason that your social media isn't converting.
Prioritizing the Wrong Analytics
Followers? Of course, they hold importance in their own light, but they aren't everything. Here's what they don't tell you behind the scenes of those big accounts: you can find the same profit margin as a super-engaged, but smaller brand on social media.
Each piece of your analytic report pieces together to tell a story! Each of these elements explains how your strategy is working, so you can pivot, capitalize, and improve your account. We should be monitoring all analytics and focusing on those that align with our goals outlined in the strategy, to see the overall health of this marketing channel. Don't rely on the follower count to tell you everything about your marketing strategy.
Key Takeaways From This Blog:
Your marketing needs to be backed by strategy. Otherwise, it’s a waste of time and not going to attract your audience.
Your content should have personality and be filled with the people behind your brand to create a connection with your audience and brand recognition.
Followers aren’t everything when it comes to social media, you have to look beyond followers and see what kind of insights are really important to your brand’s social media goals.
In sum, start with a strategy, show the personality and faces behind the brand, and look beyond the follower count for a bigger picture of what's happening with your account. Anyone can start a social media account, but that's not what we are doing as brands. We are creating spaces, not accounts, that our audience, potential and current customers, can connect with and ultimately, want to purchase from.
And, if you are over playing small with your marketing with these mishaps and need a marketing team on your side, book a call with us and let’s chat about it.
