The world suddenly came to a stop, and, let’s face it, a lot of us saw the struggle, or even the crash of businesses – ESPECIALLY those who didn’t turn to social media to keep their business afloat. Yet, on the other hand, for the ones that did – they’re the ones that have grown and are seeing each month break the record of the previous record-breaking month, or they’re growing their teams exponentially.
I had really hoped that this was the start of people realising the true potential… in fact, no, the NECESSITY for social media use within their businesses. But now we’re back into the ‘norm’ of face-to-face, it’s a good idea to remind ourselves of the importance before we fall back into the old “I don’t have time for social media!” mindset.
Social media has been a lifeline since March 2020, so why is it that social media is being deprioritised now that we could really use it to our advantage?
Why we aren’t SHOUTING about ROI!
You may be thinking “…But it’s so hard to see a direct return from your social media efforts! (unless you’re in e-commerce),
In reply to this, few businesses look at the big picture, not only in terms of the general KPIs of their business but also beyond that. They ask, “what’s the return on investment?” and view social media as a cost.
Instead, why can’t we look at return on interest? If you can get enough of the right people interested in you, then you’ve got it, and quickly you’ll find your business will change! Don’t believe me? Next time we meet, ask me, and I’ll tell you my personal story. If it wasn’t for social, I’d still be a farmer’s daughter waitressing somewhere in sunny Oxfordshire!
Look at how much more business you’re converting instead of looking at how many £££s have appeared because of that one LinkedIn post you did two weeks ago, look at how many more leads are coming through your business due to unbeknown sources, how many more introductions are being made to you… how many more people know who you are when you walk into a room? The change in opportunities offered to you by the people you know already… the list goes on and on!
But, of course, this is only the case if you’re targeted and really thinking about who you’re targeting, what you’re looking to achieve, and sticking to the plan.
We all wish we had a time machine!
…and I get it, social media can be time-consuming! But let’s think about this, does it feel like that because your reward isn’t as tangible as others might be? Social Media can suck your time from you… if you don’t have the right practices in place to minimise distractions and the right systems and software to ensure your time is spent efficiently. It should be invested in, and you should be looking to see your investment grow. As with most things, the more you invest, the quicker you see the return on social. So think about what that investment looks like.
How am I sure social media is for you?
It’s a fact!! Social media works for anyone and everyone, irrespective of the product, service or products you’re trying to promote. The issue is more closely linked to the fact that YOU can’t get social media to work. Yep, I said it. It’s a you problem. Let’s get the ball rolling and talk about the ‘how’s’!
I recommend dedicating around 10 hours a month to your social media platforms. As you add more platforms in, the time gets more efficient, so don’t take that as 10 hours for each and every platform! If you’re spending 15 minutes a week, if and when you can squeeze it in, then nope, you’re unlikely to be able to get social media to work.
I also understand there’s a love-hate relationship with social media… what I mean by this is loving the idea of the outcomes of socials but seeing putting the work in as a chore. I’ll be honest, if this is you, then I’d wager the people seeing your content will be feeling that. If you’re not enthusiastic, why should your audience be! You’re likely selling in every post, and let’s face it, no one wants to be sold to, and even if you’re being sly and sneaking it in… we can all still see it!
Then there are my favourites amongst you, the committers! You’re ready to do all of these things. You want to do it, but hovering over that button so that your well-crafted message gets shared with the world fills you with anxiety. I say well-crafted because you’ve been sweating over that post for days, overthinking it, worrying in case people won’t like it, paranoid you might offend someone. So it doesn’t work for you because despite you putting the effort in, the output doesn’t align. (These are my favourite people to work with. Wow, I’ve seen some businesses change once we’ve tackled this block!).
Have I reminded you?
Let’s go back to the idea of a time machine! March 2020 – would we all really be right here where we are in the business world without social media? Would you be reading this right now?! Let’s not push all we learnt aside now we’re back on ‘the other side’! There’s so much conversation around the changing world of work, hybrid working, etc., because people don’t want to go back to the old way of doing things.
May I suggest you take the same approach with your marketing. Don’t go back to the old ways, habits, or attitudes. Social media works when you work it.
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