by Nick D'Alessandro, posted 11/25/2016
The social media train is in town and just about EVERYONE is hopping on!!
Most entrepreneurs or small business owners are already using social media to advance their businesses.
If they aren’t utilizing it, you can bet they’re being advised to do so.
Social media can be a great way to create awareness and interact with your target audience.
So, here you are, excitedly launching a social media campaign that you’re sure is going to revolutionize your business.
Then the reality hits.
I commonly hear stories from entrepreneurs about how their social media campaign is not bearing the fruit they were hoping for.
They have put all of their efforts into posting, publishing, sharing, and commenting yet it just isn’t paying off.
Is it time to hit the brakes and try something else? What can you do?
The Social Media Solutions You Need
Clarify your Objective.
Be specific about what you want to achieve with your social media marketing campaign. Is it to:
- Create brand awareness?
- Share relevant content?
- Promote your product or service?
- Share time sensitive information about your business?
- Drive traffic to your website?
- Gain credibility?
- Generate leads?
- Receive feedback about your product or service?
Understanding your desired outcome first will help you take a more focused approach to achieving your ultimate goal. It also helps you to form realistic expectations.
Make sure what you’re sharing is being perceived as valuable.
Whether you’re sharing relevant information or trying to promote your product, diligence and consistency in your social media activities won’t keep your business train on the track if it isn’t what your audience wants.
Before you waste any more time or decide to throw in the towel altogether, seek feedback to find out why you’re not gaining more fans, leads, or customers.
It could be that your potential customers just need a little more time or encouragement before they are ready to invest.
Another issue could be that the topics you’re writing about aren’t resonating with your audience.
If you need a little guidance in finding topics to write about and share, consider using Google’s keyword planner. This handy tool will give you a better idea of the kind of information people are searching for on the internet.
Remember to stick to writing about topics you know and be sure to add your unique perspective!
Focus on your target audience.
When I was a new entrepreneur, I was very excited to promote my business to the hundreds of Facebook friends I have.
I had hopped on the social media train and couldn’t wait for it to all happen!
As time went on, I realized not much of anything was happening.
I asked myself “How many of my Facebook friends are entrepreneurs or small business owners?”
To my surprise, I could only think of one!
With this new revelation, it was no wonder I wasn’t getting the positive results I wanted.
I was only reaching 1 person in my target market!
If you find yourself in the same predicament I was in, there are a couple tactics you can try:
- Reach out to influencers in your industry who would find value in sharing what you have to offer.
When seeking out a person to approach with your idea, make sure you know something about this person.
A smart way to get yourself and your product on their radar is to send a personalized note to them.
If successful, this strategy can significantly increase your reach and help you zero in on your target audience!
- Consider paid traffic like Facebook ads, or LinkedIn ads to reach the audience you’re going for.
With this strategy, you’ll reach the right people and you’ll only pay when someone actually clicks onto your website.
- Make sure you’re connecting with your audience on the right social channels.
Different demographics and buyer personas use different social channels to connect and share information.
Make sure you are using the social outlets that will respond best to the products and services you are offering.
This article will help you align your offering with the social channels that your demographic most likely uses.
Once you have addressed the points above, your job is to be consistent and patient!
There’s no doubt that social media has the potential to strengthen your sales efforts.
To keep your business train chugging on down the tracks, make sure your intentions are clear, your product has perceived value, and you’re reaching your intended audience.
Wishing you much success!
About the Author
Nick D’Alessandro is a small business strategist and founder at Trilojeemarketing.com. He is excited to share his 30 years of business experience by helping small business owners grow their business and fulfill their career purpose.