Social media offers incredible opportunities for solopreneurs to connect with potential customers and grow their businesses. It’s also the number 1 answer I get whenever I speak to first-time entrepreneurs about the ways they intend to reach potential customers.
They all believe that a few social posts a week will have people queuing around the (physical or virtual) block.
It’s fine. I get it. I believed the same thing when I started my own brick and mortar business. I quickly learned that it’s not the way to get a steady stream of clients.
However, when I recently attended a social media summit in Barcelona, a statistic the keynote speaker dropped absolutely blew my mind. It was about Nike and how they haven’t posted a single thing on Facebook since – wait for it – January 2018.
That’s right. For the better part of a decade, they haven’t posted ANYTHING on their Facebook channel.
But, what they have been doing on Facebook is running ads: lots of them. In fact, they have over 1,900 paid ads running on Facebook right now.
So, before you jump in and start posting, it’s important to understand that should should NEVER post on social media unless you are fully prepared.
In this article, we’ll explore five critical factors that every local business owner should have front-of-mind before posting on social media. By the end, you’ll have a clear understanding of what it takes to make the most of your social media efforts and avoid common mistakes.
Ok, let’s dive in.
#1 Have Lots of Time
Running a successful social media account is a significant time commitment. It’s not just about creating posts; you also need to engage with your audience, respond to comments and messages, and stay updated with the latest trends and changes on each platform.
Time Investment for Consistency
To build a strong presence, you need to post consistently. This could mean daily posts or even multiple posts per day, depending on your audience and platform. Consistency helps keep your audience engaged and shows that you are active and reliable.
Planning and Scheduling
Effective social media management involves planning your content ahead of time. Tools like content calendars can help you stay organized and ensure a steady flow of posts. Scheduling tools like Hootsuite or Buffer can save you time by allowing you to plan and automate your posts in advance.
Engaging with Your Audience
Engagement is key to building a loyal following. You need to be available to respond to comments, answer questions, and interact with your audience. This builds trust and encourages more interaction, which can lead to increased visibility and growth.
By understanding the significant time commitment involved, you can better prepare yourself to manage your social media effectively. If you can’t dedicate the necessary time, you might end up with inconsistent posts and a disengaged audience.
Courtesy of Michael Corcoran.
#2 Be Committed to the Journey
Social media success doesn’t happen overnight. It requires a long-term commitment and a strategic approach. Many solopreneurs start with high hopes but quickly lose steam when they don’t see immediate results. Understanding the journey and staying committed is crucial for achieving your goals.
Long-Term Strategy
A successful social media presence is built on a long-term strategy. This means setting clear goals, understanding your target audience, and consistently working towards those goals. It’s not enough to post sporadically; you need a coherent plan that guides your efforts over months and years.
Continuous Learning and Adaptation
Social media platforms are constantly evolving. Algorithms change, new features are introduced, and user behaviors shift. Staying committed to the journey means being willing to learn and adapt continuously. Follow industry news, attend webinars, and participate in online communities to stay informed about the latest trends and best practices.
Examples of Successful Long-Term Strategies
Consider businesses that have successfully navigated the social media landscape. For instance, brands like Glossier and Gymshark didn’t become household names overnight. They committed to building their presence over time, learning from their audience, and adapting their strategies as they grew. They also had smart strategies; Gymshark knew they couldn’t compete with massive ath-wear brands on social, so they paid influencers to wear their gear and leveraged that network to grow to a $1B company.
Social media is often the first answer first-time entrepreneurs give to the question “how will you find customers?”. And it’s a good answer, but only if running paid advertisements is your primary strategy
Tracking Progress and Adjusting
Regularly review your social media metrics to understand what’s working and what isn’t. Tools like Google Analytics, social media insights, and third-party apps can provide valuable data. Use this information to adjust your strategy and improve your results over time.
By committing to the journey, you’ll be better prepared to navigate the ups and downs of social media marketing. This long-term perspective helps you stay focused on your goals and continuously improve your approach, leading to sustained growth and success.
#3 Have Lots of Content
Creating and sharing a steady stream of content is essential for maintaining an active and engaging social media presence. Without a diverse and plentiful content library, you’ll struggle to keep your audience interested and coming back for more.
Importance of Diverse Content
Your audience craves variety. Posting the same type of content repeatedly can lead to disengagement. To keep things fresh, you need a mix of different content types, including:
- Videos: Engaging and often more effective than text alone.
- Images: Captivating visuals that grab attention.
- Infographics: Easy-to-digest information presented in a visually appealing way.
- Stories: Short, ephemeral content that creates a sense of urgency.
Creating a Content Calendar
A content calendar is a valuable tool for planning and organizing your posts. It helps ensure that you maintain a consistent posting schedule and cover a range of topics and content types. By planning ahead, you can avoid last-minute scrambles and maintain a cohesive content strategy.
User-Generated Content and Collaboration
Encouraging your audience to create content can be a powerful way to build community and increase engagement. User-generated content (UGC) includes testimonials, reviews, and photos or videos featuring your products. Collaborating with influencers or other brands can also introduce your content to new audiences and add variety to your posts.
Tips for Generating Content Ideas
Here are some tips for keeping your content fresh and plentiful:
- Repurpose existing content: Turn a blog post into a series of tweets or a video into short clips.
- Share behind-the-scenes looks: Give your audience a peek into your daily operations or the story behind your brand.
- Answer common questions: Address FAQs in your posts to provide value and engage your audience.
- Leverage trending topics: Tap into current events or popular trends to make your content relevant and timely.
Maintaining a Steady Flow of Posts
Consistency is key in social media. Aim to post regularly, whether that’s daily or a few times a week, depending on your audience and platform. Use scheduling tools to automate your posts and ensure a steady flow of content without having to be online 24/7.
By ensuring you have lots of content ready to go, you’ll keep your audience engaged and interested in what you have to offer.
Be Different
In the crowded landscape of social media, standing out is more important than ever. To capture your audience’s attention and differentiate yourself from countless other accounts, you need to be prepared to be different.
Importance of Unique Brand Voice
Your brand voice is how your personality comes through in your posts. It should be consistent across all platforms and resonate with your target audience. Whether you’re witty, authoritative, or inspirational, having a unique brand voice sets you apart and makes your content instantly recognizable.
Ryanair casually trolling a customer
Creative and Authentic Content
Being different often means taking risks with creative content. Authenticity plays a crucial role here. Audiences today crave genuine connections and can quickly spot content that feels forced or inauthentic. Share your true self, your values, and your story. Authentic content builds trust and loyalty.
Examples of Brands Standing Out
Several brands have successfully distinguished themselves on social media by being different:
- Ryanair: The keynote speaker at the Barcelona event was Ryanair’s former head of social media. Their strategy was, in his own words, “to take the p*ss out of our customers”. Now, I’m not saying you should do that, but it’s certainly an approach less than 1% of brands take. Which means there’s a big opportunity to stand out in doing something like that…
- Wendy’s: Known for its witty and often snarky tweets, Wendy’s has created a strong brand identity that engages users and encourages interaction.
- GoPro: By sharing user-generated content of incredible action shots and adventures, GoPro stands out as a brand that celebrates its community and the experiences they capture.
- Old Spice: With humorous and unconventional advertising campaigns, Old Spice has managed to refresh its image and attract a younger audience.
Encouraging Engagement through Differentiation
Unique content invites engagement. Whether through thought-provoking questions, entertaining videos, or stunning visuals, different content can drive likes, shares, and comments. Encourage your audience to interact with your posts by being original and thought-provoking.
Tips for Being Different
- Experiment with new formats: Try live videos, stories, or interactive posts like polls and quizzes.
- Show your personality: Let your individual quirks and traits shine through in your posts.
- Focus on storytelling: Share stories about your brand, your journey, or your customers’ experiences.
- Stay ahead of trends: Be a trendsetter rather than a follower. Identify and capitalize on emerging trends before they become mainstream.
By preparing to be different, you create a memorable and engaging social media presence. This not only attracts more followers but also helps in building a loyal community that values your uniqueness.
#5 Run Paid Advertisements
While organic reach is essential, integrating paid advertisements into your social media strategy can significantly amplify your efforts. Relying solely on organic growth can be slow and unpredictable, but paid ads ensure your content reaches a broader, more targeted audience.
Enhancing Reach with Paid Ads
Paid advertisements allow you to reach people who might not find your content otherwise. Platforms like Facebook, Instagram, and LinkedIn offer advanced targeting options, enabling you to specify your audience based on demographics, interests, behaviors, and more. This targeted approach increases the likelihood of reaching potential customers who are genuinely interested in your offerings.
Types of Paid Advertisements
There are various types of paid advertisements you can use, depending on your goals:
Sponsored Posts: Boost specific posts to reach a wider audience.
Display Ads: Visually appealing ads that appear in users’ feeds or sidebars.
Video Ads: Engaging video content that captures attention and conveys your message effectively.
Carousel Ads: Multiple images or videos in a single ad, allowing for a detailed showcase of products or services.
Story Ads: Short, full-screen ads that appear between stories on platforms like Instagram and Facebook.
Effective Paid Ad Marketing Strategies
To get the most out of your paid ad marketing, consider the following strategies:
A/B Testing: Experiment with different ad formats, visuals, and copy to see what works best. A/B testing helps optimize your campaigns for better performance.
Retargeting: Show ads to people who have previously interacted with your content or visited your website. Retargeting keeps your brand top of mind and encourages conversions.
Budget Management: Start with a small budget to test your ads and gradually increase it based on performance. This approach minimizes risk while maximizing returns.
Ad Analytics: Regularly review your ad performance using analytics tools provided by the platforms. Track metrics such as click-through rates, conversions, and engagement to fine-tune your campaigns.
Many previously small businesses have seen significant success through paid advertisements – like these guys:
The Dollar Shave Club: Their viral video ad campaign resulted in a massive increase in brand awareness and subscriptions.
Blenders Eyewear: By combining Instagram ads with influencer partnerships, Blenders Eyewear significantly boosted its sales and brand presence.
Casper: The mattress company used a mix of Facebook and Instagram ads to drive traffic to their website, resulting in substantial online sales growth.
By incorporating paid advertisements into your social media strategy, you can enhance your reach and engagement, leading to more significant results and a higher return on investment. This balanced approach, combining organic efforts with paid strategies, ensures that your social media presence is robust and effective.
Conclusion
Social media is often the first answer first-time entrepreneurs give to the question “how will you find customers?”. And it’s a good answer, but only if running paid advertisements is your primary strategy, because creating and posting organically can be wayyy tougher.
But by understanding why you should never post on social media unless you are fully prepared, you can set yourself up for success.
Good luck!
