These days most small business owners have a social media presence - whether it's a Facebook Business Page, an Instagram profile or a Twitter handle - it's hard to find a business without ANY social footprint! But just having a profile doesn't mean profitability, as many business owners also learn all too quickly.
I have no doubt that no matter what your niche or market, your target audience is online and on social media. Just knowing they are THERE, however, doesn't win the prize. This is why I want to share with you some of the most common 3 mistakes I see everyday... so you can learn, avoid and capitalize!
MISTAKE #1: You Try to Be Everywhere
When it seems like a new social media platform pops up every week and even the ones we know are constantly changing algorithms and options, it can feel like we're always catching up and trying to tap into the "next big thing". This is definitely the biggest mistake small business owners make - spreading themselves too thin! If you don't have a dedicated marketing department in your business, don't even consider trying to be on multiple social media platforms - you'll drive yourself bonkers!
Yes - there are ways to repurpose content and batch creation to optimize your presence and reach, but it is a MUCH better strategy to master one (maybe two!) platforms before expanding.
So which social platforms should you be on? I've got a cheatsheet for that! Click below to grab your copy of my simple step-by-step approach for picking your ideal social media platforms.
MISTAKE #2: Selling Too Much Without Adding Value
I'm a marketer - my job is to help my clients sell more stuff - so yes, I want them to put their offers in front of their target audience on social media... However, we can't treat social media like one big billboard (otherwise that billboard is soon going to be on an empty highway!).
There's no hard and fast rule to how much value you need to offer before you share a "pitch", but generally speaking, if it feels like too much, it probably is. That being said, there's no reason that a value-packed offer can't accompany your message and free content and tips on your page or profile on a daily basis - it's just about balancing the promotion and the benefit your viewers are getting from your content overall.
Social media is SOCIAL - at the core it's about building a relationship and helping move your audience along the path to purchase. So share some testimonials, highlight case studies, give examples of what it's like to work with you or your business, feature past clients, address FAQs, share photos and videos of your staff or workspace or behind-the-scences... give your audience a reason to say, "Wow - I love that! I want more!"
MISTAKE #3: Failing to grow the Relationship
The opposite end of the spectrum from selling too much on social media is not selling enough! By engaging your audience in a conversation and replying to comments and messages, you're growing the social connection. Depending on your business model, you may also want to invite your social audience to engage with you on a deeper level by signing up for a consultation call or visit or subscribing to your email list. Growing your email list ensures that no matter what happens to your social platform of choice, you will still be able to "talk to" the audience that you have built!
A simple way to bring this social audience to your list is to offer a compelling value exchange - their valuable contact information for a result or benefit they also value! This could be a coupon or voucher, free consult, discount or promotion, guide or cheatsheet. Think about something that would create a "quick win" for your audience and this is an ideal offering.
Although Facebook states that over 40 million small businesses now have business pages on their platform, the vast majority of owners are not yet using social media in the best and most profitable way. By avoiding these 3 common mistakes you're already miles ahead of your competition and well on your way to powerful audience engagement and social profitability!
What social platforms are YOU using in your business? Share in the comments!