Someone asked me last week, “Do I need to be on social media?”
Figures differ between research providers but the number of people who use social media globally is around 5 billion or 50% of the population, and we spend around 2.5 hours a day on the various platforms.
So, it’s highly likely that your customers are using social media daily.
And we’re not just catching up on what friends are up to or posting pics from our holiday. Think about last the last time you were interested in a product or service. What did you do before you made a purchase? As consumers, it’s almost second nature now to hop online and do some research. Check out Trip Advisor before going to a restaurant or booking a hotel then have a look on their Facebook page for comments or complaints. Go on Glass Door before applying for a job or see if the company is on LinkedIn. We’ve become a nation of researchers, seeking social proof before we make a decision.
The same applies in the workplace. Do you look up a new supplier before placing an order or read a potential new client’s profile before the first meeting? More research.
Who’s researching you?
If you’re in a perceived ‘high risk’ niche, which the person who asked me the question was, the chances are you’ll be researched rigorously before a new contact feels comfortable that you’re legitimate. And if you don’t have an online presence, which this person didn’t, you’ll immediately set alarm bells pinging.
Not that anyone should rely on social media proof alone. But it’s a destination in the buyer’s journey and if you’re not there, and your competitors are, the chances are your customers will head for the next alternative.
I have another client who came to me with no personal or business social media presence at all. Nothing. He was the artic fox of the online world, with zero visibility and yet as a consultant, his business was based on him. It took a while to establish him on Facebook, the first platform we chose to introduce him to. At first, the only people liking and sharing his posts were his Mum and his Auntie. But gradually there was a shift, and he now has thousands of followers, steady website traffic and is about to launch a new online course. It took months of persistence and consistency, but the hard work paid off.
Social media needs to be a party of your overall marketing strategy. It increases the awareness of you and your brand and gives you the opportunity to engage with your customers. In turn, connecting with your customers, answering their questions and being there at that crucial research stage, can increase your lead generation and boost sales.
So why do many small businesses shy away from social and why do consultants, like my client, not want to take the leap?
These are the main reasons:
- Time. Without doubt, it takes time to build a social media following. Once you’ve invited all your family and friends to like your page, what next? How do you gain followers who are prospective customers? You need to be on the platform making it work for you. Which leads to the next reason.
- Content. What should you be posting? You’re busy running your business, dealing with staff, suppliers and clients. You’re an expert in what you do, but to ‘feed the beast’ which social media can be, you need to be creating engaging content. That means being a marketer too, and for some people that’s a major turn off.
- Immediacy. We want immediate results. Post an offer, make the phone ring. And if it doesn’t ring, or your inbox isn’t filled with enquires right away, how does that make you feel? That social media doesn’t work? That you’re not good with words or no one likes what you have to offer? It can be hugely demotivating when you don’t get the immediate response you were hoping for.
- Saturation. There’s a lot of noise on social media, and it can feel like you’re just one of many doing the same thing, trying to reach the same prospects with the same message. Thinking differently, being different, takes thought and effort but you can break through the clutter. Start small and focused. Maybe choose a small segment of your audience at first and concentrate on them. How can you engage with them in a way that your competitors don’t, or can’t?
It’s a long game, and you must approach social media as a long-term strategy within your marketing mix.
These are some of the key benefits of taking the plunge:
- Humanise your brand, especially if your brand is you. Give people the opportunity to get to know you and understand your approach and values. It’s an old cliché, but people really do buy from people. Introduce your team too and create a sense of authenticity.
- Be a thought leader in your field. People like to align themselves with the best, so prove you’re the best. Back your experience and knowledge, demonstrate why you’re the expert at what you do.
- Create awareness. Let people know you’re out there and be available when they’re ready to buy. Posting regularly might not generate results instantly but it’s a long game, remember. Keeping up a presence means you’ll be front of mind.
- Website. If you sell online, or have a website which generates leads or sales, social media is a great tool for driving traffic. Tease your followers with a cheeky offer on your site. Chances are they’ll look at what else you have to offer while they’re there.
- Be present. Being available can make a huge difference. No one wants to hang around on hold for hours, but if you’re around on your social page or Messenger, WhatsApp or on a live chat it gives customers the opportunity to engage with you. Questions are buying signals. You then have potential lead to convert.
- Knowledge is power! The better you know your customers the easier it is to engage with them, and you can tailor your products or services to meet their needs. Do they ask the same questions or have queries about the same product or service? Maybe you need to clarify your descriptions to sell it more effectively. Check them out. Do they hang out in the same groups on Facebook? Can you join the group and comment on posts? It’s a great way to demonstrate your expertise and will gain you followers, as long as you don’t get too salesy or spam the group.
- Stay informed. Keep an eye on your competitors, but also keep up to date with industry news or changes and developments in your sector.
- Advertising. Whole books are written on social media advertising and ways to gain traction from the sophisticated algorithms they use. It’s easy to waste money on social media advertising of you don’t get to grips with the complexities first, but it can also produce excellent results. Having a great company page, which is engaging and regularly updated, will add credibility if you choose to advertise.
So, it’s a resounding yes from me.
If you have a business, you should be on social media.
Your customers will expect you to be there, and your competitors are likely to be there too. If they’re not – great! You have an immediate advantage.
Instead of seeing social as huge hurdle, try to maximise on the benefits. You can achieve great things, even with a small budget.
And above all, be patient. It may be a while until you begin to see results.
Thanks for taking the time to read this post. If you found it informative and entertaining, please consider sharing it with your friends and followers on social media. And if you have any feedback or suggestions for future topics, I’d love to hear from you in the comments below. Lastly, don’t forget to subscribe for more content and updates.
See you soon.
Wendy
Retro River 