4 Creative Ways Your Small Biz Can Win at Social Media
Social media is hard. (That’s probably why a lot of businesses still aren’t using it.) For the brands who are on social media, the majority aren’t doing it well. Let me give you an example:
Follows social calendar. Posts on Facebook three times a week. Instagram once a day. Twitter once a day. Shares blog posts.
Where’s the value here? In the blog posts…. Maybe?
It’s a system, for sure, but not one that focuses on human behavior and creating true connections.
If you want to build traction for your brand in the digital world, you need to rethink that way you’re attacking social media….. And then you need to do just that. Attack it.
1. Make sure your content is worth consuming
Value is probably my favorite buzzword in the world. Love it to death. It’s probably totally cliche to ask everyone to be “valuable” all the time, but it’s important. So I’ll just keep doing it.
Unfortunately, most small businesses aren’t focused on creating value on social media. They just post shit about themselves because they feel like social media is something that they “have to do”. (It’s not.)
Don’t create content for the sake of creating content. You can bet your ass if you don’t care about what you’re producing, no one else will either.
If you’re creating content for SEO, it’ll be garbage.
If you’re creating content because you’re trying to sell someone on something, it’ll be garbage.
If you’re creating content because that’s what everyone else is doing, it’ll be garbage.
Seeing a pattern here?
So whether you’re writing a long form blog post or throwing up a quick post on Facebook, make sure it will be something to entertain, educate, or positively affect your audience. I can’t tell you what that “thing” is. You can only discover it by truly understanding what your buyer needs, not what you want to tell them.
2. Keep your audience informed
The funny thing about social media is that people actually expect you to be social there. This means that you can’t simply post every blog post that you produce. That will get boring…. And fast.
Turns out, you’re not the only expert in your field.
It’s your job to keep your people informed, even if that means sharing content from others. (You should ALWAYS be sharing content from other sources!)
Furthermore, you should be talking to your people about what you post. Engaging in active conversations. Marketing, these days, is all about connection and human interaction. And guess what? Most people learn best by talking things through, so you’ll do the most good by giving your audience something to talk about.
3. Do something they won’t expect
Most businesses or influencers do the same things on social media. The same kinds of engagement posts. The same kinds of videos. The same kinds of ads.
“The people who are killing it on social media are the ones who set the trends, not the ones who follow them.”
By the time you get on board with some new strategy, the tide will have turned and there will be a new “best practice”. You can advance your business and your audience by digging deep, thinking creatively, and finding new ways to use social media.
So consider this:
What’s a different way that you can utilize Facebook live to showcase your product, service, or message? Instead of just talking into the camera, do things like interviews, showcase ways to use your product, dance or do something silly. (There’s value in entertainment, ya’ll.)
Instagram stories are an excellent way to break down barriers and let your audience have a glimpse into the real person and real life of your business.
Engagement posts don’t have to all look the same. This post from Brianne Huntsman is one of my absolute favs.
4. Don’t be afraid to ask
When we get into business mode, we want to be the authority. We want everyone to look at us for information, inspiration, and expertise. That’s all well and good, but the truth is that no matter how knowledgeable anyone is, they simply don’t know it all.
Acknowledge this. It makes you more powerful.
Never be afraid to ask your audience for something. They may have answers or insight that you hadn’t had the capacity to consider before.
Furthermore, it’s incredibly arrogant to assume you know what everyone needs. If you don’t take the time to engage with your audience and actually ask what they want/need from you, you won’t ever be super effective on social media.
Social media is one of your most powerful tools
Brand are unique, just like human beings. Each one has it’s own flavor, tonality, and value. Most brands see social media as a box they need to check on the daily to do list, but if you take a step back and realize that social media is a place for you to create community, it’s easier to see that the only way to succeed is to treat it like a giant networking event.
You are running this event, so use your personal creativity and the brilliant minds of your teammates to determine the best, most unique ways to make it an excellent place for your people to be.
Meet the Author: Shauna Armitage
Shauna is a Marketing Director or Fractional CMO helping early-stage startups scale with effective strategies, creative solutions, and unparalleled integrity by making the most of small budgets for maximum impact.
As a vocal advocate for women in business, Shauna is on a mission to redefine what it looks like to be a working woman and to support other women doing the same. She spends her free time traveling with her husband and four kids while drinking Coca-Colas. Connect with her on Instagram at @shauna.armitage.