Hope you’ve been enjoying these last few weeks of summer as much as I have. We have had absolutely beautiful weather here in Minneapolis and I’m looking forward to a long, warm fall.
This week I’d like to dive into a topic I see a lot of small business owners struggling with: how to regularly use social media without it appearing like spam.
I hear all the time….
How do I use social media without annoying my customers?
Do people really want to hear from me this often?
As technology continues to evolve, businesses have been given infinite channels through which to communicate with the masses. As exciting and groundbreaking as these new tools are, it’s difficult to know how best to use these to reach your customers.
Nobody wants to be a spammer, and keeping your customers coming back for more is the key to great marketing. So how do you do it?
The secret is simple, and to most business owners, this will come as a surprise. Include more of who you are in your marketing.
Social media marketing is not only an opportunity for your business to connect with people, but an opportunity for YOU to connect.
Think about the most successful business owners throughout history. They built a lasting legacy by including their passion and personality in their business. We all want a fleet of loyal and invested customers, and the trick to creating this is to let people in.
Tell your social media followers that you’re expecting a new baby, tell them that you traveled to California on business and ran into a celebrity, tell them you’re in the midst of a new great book. You may think these stories are irrelevant, but they will transform your business communication into a friendly chat. You will become more than a business owner, you will be a friend.
When you and your employees share who you are, you create community, so encourage your employees to do the same. When you share who you are, you will give others permission to do the same, and you may be surprised at the stories you get back from your customers and the positive reactions you inspire.
While this seems easy and effortless, I encourage you to structure this into your social media calendar. I recommend that 30% of your communication be dedicated to things unrelated to your business activity (your new favorite tv show, an employee’s birthday, a company picnic). As business owners, we can become so focused on our immediate tasks that we can forget to include these personal nuances that will make not only our work lives more enjoyable but will also make our customers’ interactions with us more memorable.