Social media marketing for small businesses – and why you’re doing it wrong
Let’s get this out the way first, shall we? Social media is as much a pain in the backside as it is a blessing and a way of attracting new clients.
If you’re not disciplined – scrap that… even if you are – it can be a huge, momentous, gargantuan distraction.
It’s also an enormous source of pressure. It sits there in the digital ether mocking you. “Have you updated your LinkedIn profile recently? You really should’ve asked that client for a recommendation by now!” “Wait – you mean you haven’t thought of something acerbic and brilliant to share on Twitter this morning? What’s wrong with you?” “C’mon, you know there’s no point even having a Facebook page these days unless you’re prepared to dig deep and advertise!”
Social. It wants a piece of you. And it wants it NOW.
If you take just one piece of advice away from this post, it should be this: unless you have literally no work – and if that’s the case, I humbly suggest you have bigger problems than how to manage your social media presence – you don’t have time to master all platforms.
You’re not omnipotent. Or is it omnipresent? Or both.
Pick two or three platforms that are best aligned with your client base and do them really, really well. No more.
Sure, you can establish a profile on every platform out there, if you really want to cover all bases – that certainly won’t harm your Google ranking – but as long as your information is up-to-date and relevant, leave it right there, thank you.
Then back slowly away from the time-sapping, energy draining social media vortex.
Which will you choose?
Those of you with visual businesses – hotels, florists, designers, manufacturers of cute-looking-OMG-I-just-HAVE-to-have-thats – you’ve got it made. In fact, I hate you. Just a tiny little bit.
Your business can flirt with any one of the social platforms and get those customers clicking and buying like a match made in retail heaven. Take your pick. Then take your pics. (Sorry.)
Instagram and Pinterest
Once you know your audience, and you’ve nailed your brand (and I know just the guys if you need help with that) make sure everything you post reflects your brand’s values and a professional image – by that I don’t mean business speak, I mean mistake-free – and you’ll soon be attracting those clients like a match made in retail heaven.
Get busy with that camera and learn to make your business look great. Great social media content doesn’t need expensive gear. Get your smartphone out and get snap, edit, and post happy.
Apps such as Over, Canva and Spark Post help you combine text and images for eye-catching posts, while free apps such as Snapseed and Afterlight are great for editing your pics.
Experimenting will teach you the hashtags and style that works for your audience, and remember, there’s no harm in taking inspiration from competitor businesses that do Instagram and Pinterest well – just no outright copying, please. No one likes a cheat.
Then feel a teeny bit smug – and certainly grateful – that you don’t have to think of clever ways to illustrate being a goddamn freelance copywriter. Because, let’s be honest, Instagram and Pinterest aren’t a lot of use to service businesses. I know. I am one.*
*Okay, so I do them both anyway, but I do them for fun. Any business I get on the back of them is incidental, not planned. Sorry, social media gurus.
I’m going to stick my neck on the line and say whatever business you’re in, you need a profile on LinkedIn. Not a company page. A personal profile.
LinkedIn doesn’t have to be one of the two or three platforms you decide to do really well. You don’t have to sit on there day in, day out, engaging, liking and posting – but show up and be present.
If I meet someone at a networking event, the first thing I do when I get back to the office is connect with them on LinkedIn. If they’re not on there, I assume either they don’t take their business seriously (and if they don’t, why should I?) or that there’s something fundamentally wrong with them. And believe me, I’m only being a tiny bit tongue in cheek when I say that.
Think of LinkedIn as your virtual CV.
I’m in my 19th year of working freelance, and if anyone is out of touch enough to ask me for a CV, I refer them to my LinkedIn profile. Because even if LinkedIn wasn’t one of my three (it is) it would sit there, up-to-date and relevant, showcasing my skills and experience to anyone who wants to work with me.
That’s the bare minimum.
If you want to do LinkedIn well, start by optimising your profile. There are plenty of people out there who’ll happily tell you how to do that. Keep it open in your browser and check it once a day. Keep your profile up to date. Like and comment on relevant posts. Ask your clients for recommendations (I’m up to 102, at the last count). Congratulate people on their new jobs.
But be authentic. Don’t like and comment and share for exposure. That doesn’t feel good.
You might even consider posting your own articles on there, just like this one.
I’ve had such good results from my LinkedIn articles that I’ve started posting all new blogs on there and using my other social media accounts to drive traffic to the post on LinkedIn, rather than to my website.
I know. Controversial.
But it’s not, really. Engagement on my most popular post – remember the secret confessions blog? – looked a little something like this: a tiny little circle representing all 3,200+ of my LinkedIn connections, and a great big circle representing views from second-tier connections. That’s a LOT of engagement, and a lot of quality leads heading my way.
Thanks, LinkedIn. I love you, too.
I love Twitter. There are still predictions of it going down the pan. I hope that doesn’t happen.
But people still get it wrong. They post things like this:
Looking for a copywriter? Let me write your website for you!
Has it gone yet? Seriously, that’s the quickest way to turn people right off your business. Social should be just that – a chance to engage with people. Be professional, but don’t be afraid to share your personality. People deal with people, remember? Not bland, faceless companies, bun-fighting for every job that comes along.
So dial down the desperate, and start engaging, informing, and entertaining.
Get your name out there as a trusted source of information on your area of expertise. Share tips, tricks and advice. Reply to questions. And be nice.
I’ve never been convinced about Facebook pages as a tool for service businesses, but perhaps that’s simply because it doesn’t work well for me.
If you’re in the business of selling cupcakes, jewellery, or another photo-friendly product, it can work really well – and there are many pages out there that prove it.
That said, I keep my page up to date, and aim to post daily. Language-relevant funnies and thought-provoking questions get the best engagement for me, but trial and error will show what works for your business.
Whatever business you’re in, you’re more likely to attract new customers and sales through Facebook if you’re prepared to advertise. And that’s a whole other subject.
So, that’s it. I know – I haven’t touched on the virtues of scheduling, the value of video, or the pros and cons of narrative vs ephemeral content (think Snapchat and Instagram stories), but then I’m a copywriter, not a social media guru. Besides, I can always save that for another day.
Which platforms work best for your business? Drop me an email and let me know.