It’s amazingly easy to answer the question above in a single word: yes.
The tough part is to begin explaining the “how” of it all. While it takes seconds to setup accounts at Facebook, Twitter, Instagram, Pinterest, LinkedIn and others, it takes a lot more time to use them effectively. And there are huge differences in the ways you might use them for socializing and for building a business. In this article, we are going to focus on some of the key factors to consider if you are eager to build your business, or simply start one, utilizing social media as a major tool for growth.
What’s Your Brand?
Now, as someone who either owns or who is looking to start a business, you probably have a clear idea of what it is you sell or do. You may have a company name and even a logo or website, or maybe all of these things. Yet, what is your brand? How is it that the rest of the world is going to see you, i.e. your business? After all, if you are using social media to build that business, you cannot hide behind a slogan or logo. You have to be out there, socializing and building a following.
Why is it so important to do this? You cannot ever achieve brand recognition (i.e. the way to get your audience and other companies to notice you) if you don’t have a clearly defined brand. Sometimes you heard this called your “differentiation”, and you may want to figure that out. What differentiates you from the rest? Is it a humorous voice in your blogs or videos? Maybe it is your sleek design? Take time to figure out what you want your brand to say to those who see it on social media, and then use that to structure everything you do on the different platforms.
Build Your Following…Never Buy It!
It may be super tempting to purchase “likes” or pay for followers, but this is a huge waste of money. Few people look at how many have followed you. Instead, they look at whatever it is you are presenting, and how engaged you are with those who comment, question or share to your social media sites.
Go Where the Audience Hangs Out
You can spend years conducting market research and seeking to hone your ideal customer profile, or you can simply figure out their preferred platforms. The latter is more effective because it lets you know what they are saying, seeking, thinking and what they like. You figure this out by looking at your competitors and their social media material. You never (and please read that as NEVER) copy or duplicate anything that your competitors do because it just will not pan out or bring in new followers. Instead, you watch and learn from what their followers are saying or doing. As a prime example of this, consider that your job is to provide a solution to your potential buyers’ “pain”. You won’t be 100% clear on this until you listen to them. You can listen to them freely and easily by watching what they say or do at your competitors’ social media sites. Then, start to build your propositions, blogs, videos, and other materials as solutions to their unmet needs.
Never Stop Listening or Socializing
And once you start to build a following, you will also need to consistently listen to and respond to your audience. Socializing is a two-way street, right? So, don’t just throw your information out there, accept their thumbs up and likes and never respond! Try to avoid automated responses, too. This can mean you may find yourself hiring someone to post appealing, polite and cheerful responses to everything from thanks and praise to negative comments. The way you behave online and present yourself in social media is a real linchpin in your success, and that means handling the good and the bad with equal aplomb.
Try to Focus on the Platforms You’re Good With
If you know you cannot hire someone to do social media for you – even if you have really taken off – then be sure to focus on those you are good with. You cannot be everywhere at once AND do well. You can excel at specific sites, though. Do you feel most inspired by and capable with Instagram? Then focus on it. Most social media success stories are those that focus on two or three (at the most) social media sites, and no more.
Plan Ahead…Far Ahead
One of the most frequently overlooked tips for social media success is to plan ahead by making an “editorial calendar”. This is a flexible calendar of blog topics, social media posts, and other content that you have prepared and ready to launch at least four to six weeks ahead of time. You can always adjust or add something, but you must never try to plan, create and post days or even one or two weeks ahead of yourself. You’ll find yourself spread too thin to be reactive or effective.
Emphasize the “Help” and Never the “Sell”
Social media is not advertising and you’ll find that the most successful businesses are not selling through their social media as much as they are offering help to their fans and followers. Choose topics that relate to or interact with your product or service, but do not push them in the social media posts.
As an example, you sell green household cleansers. You can write or make content that focuses on indoor air quality, the power of ingredients found in the kitchen, or formulas for making your own products. This is all information your audience obviously wants, and while it can make mention of the use of green household cleaners, it also gives away a lot of helpful information. That way, your potential buyers feel that they’ve gotten something for nothing and yet are likely to think of you when they do need to buy the kinds of products you sell.
No one is going to say that social media is easy. While it is simple to understand, it takes a lot of time and planning to do it right. Using these tips, though, you can get off to a very strong start and begin building your business empire through the power of social media!
