Zero to hero: Starting a business social media account from scratch
If social media marketing success was built on simply creating a profile and starting to post content, there would be a lot more profitable business out there.
Creating and posting relevant media is not enough. It only works when you match it with social interactions and build a community. Social media has the word ‘social’ in it for a reason. Whilst great content is a huge part of success on social media, it doesn’t work without the social element.
Think about it this way - you go to a party and enter a room full of people you would love to talk to. You are looking your best and you have a lot to share, but you are only talking to yourself in the corner. Would anyone leave the party thinking how great it was to meet you, or that they are keen to keep in touch so that they can find out more about you? Probably not. So, how do you make yourself the most interesting person in the room and ensure that you get to speak to even more people at the next party?
1. Define and keep focused on your ‘why’
Why are you even at this party? Is it because you want to be seen at the right places or are you looking to create new contacts that could turn into clients? If you don’t have a good reason to be at the party, you might want to consider staying at home. The purpose of social media is to create an online community that will support you on your business journey. Of course, trends and hacks will work from time to time, but creating viral content is not the goal – creating sustainable brand presence and growth is.
Social media can be draining on your resources, whether it’s time, money or energy – but because so many of us want to do it ourselves, we forget that our time as business owners cost us the opportunities to focus on more business-critical activities.
Think about your ‘why’ strategically and only do what makes business sense. Otherwise, you might find it difficult to justify the return on investment, especially if it is lacking. Don’t just use a platform because you think everyone is doing it – think about the places where your target audience spends their time, and consider how they communicate and what they value. You might have a lot of interesting things to say, but if you are at the wrong party, you will struggle to engage.
2. Don’t confuse tactics with strategy
If you ask a business owner about their approach to social media marketing, there is often a misconception that all it takes is to show up and the internet will welcome your business with open arms.
Many feel that because they understand the algorithm and know their hashtags, success will naturally follow. But they don’t realise is that there are many others armed with the same knowledge they are competing against. Social media platforms are businesses too and their job is to keep users on the platforms for as long as possible. Why, you ask? Because if we don’t pay for a service, we are the product – and the more time we spend on social media the higher their value to advertisers.
What we often forget is that no one is waiting for more content or another user to join the crowded space. There is no need for more noise. But there is always space for more value – and it’s your job to share this value with those whose lives will get better or easier by interacting with your brand and your content. Don’t try to impress the algorithm. Aim to impress your target audience.
The sad news is that just because you posted valuable content doesn’t mean that it will reach the right audience. You need to build your community by finding those that you want to be at your party and making it easy for them to find you. Without a clear strategy and approach, this will be a silent disco. Be proactive and build a long-term strategy that aligns with your business goals. Have the right people in the room and keep them engaged, so that not only will they keep coming back but they will tell everyone about it.
3. Read the room
Know who you are interacting with and communicate in a way you would face to-face. Just because you are in a virtual room, the room is still made up of people – so treat the conversation as human as possible. Don’t try to be everything to everyone – you do you, even if it might feel a little uncomfortable.
One of the reasons why we post on social media as humans is that we are able to modify what we say and the way we look – showing what we believe is a better version of ourselves. But what makes a difference in a room full of seemingly perfect people is authenticity. People relate to others and they feel attracted to others because of how they make them feel, not how they look. So, show who you are and show empathy towards others. Interact, show kindness and avoid negativity where possible.
Treat your social media communities as a room of people you want to spend time with – either because you want to work with them, or because you both benefit from each other’s company. You might not enjoy seeing your own face, but this is the face others see when they see you in real life. And do you really want your looks to be the most interesting thing about you? Probably not. People will want to be around you because of your energy and how you make them feel – so let your personality shine through all your content and communication. You don’t need to be liked by everyone, just like you don’t need to like everyone else. What matters are those relationships you care about?
And most importantly remember that numbers of followers or interactions are not relevant – long-term relationships that can fuel your business growth are.