Preach it! Social media is first and foremost; what? Social! Second, it is layered and complex.
Often small businesses, companies, and brands jump online with great enthusiasm. They gather their product photos and service videos and fill in those ‘about’ sections. Then it’s on to writing captions, tweets, and figuring out what hashtags are for.
Social Media presence? Check!
Everyday struggles and misunderstandings we often hear:
“But I have 6,000+ followers; how come no one is coming into my store?”
Generally, the first question is ‘How did you attain said followers?’
Then the next question is, ‘when was the last time you saw them engaging with your content?’
We often ask, ‘who is your target audience?’ And you can’t just say ‘people who want to come to my store.’
Worst case scenario:
- You bought those followers.
- They have never engaged with your content.
- You don’t understand what a target audience is.
If this is you – you don’t have to feel embarrassed. You are not alone. These are widespread issues.
Solution: Here is a metaphor for you. Imagine you drop by a networking party, and everyone there is on your follower list. The location is your business, whatever that may look like. People are all in the same room but gathered in groupings according to shared interests and for this scenario, let’s just say you only have 15 minutes to spend there.
- Are my friends and family there? If not, have you invited them? – Invite your friends and family to like and follow your social media platforms. They can often be your biggest advocates!
- Are people there because they want to be? Essentially are they being paid to be interested in you? This is why fake followers or bought followers are not that great. At first glance, it looks like you are popular. But, we all know that popularity contests are not always what they seem. People will read the room, and it will soon become evident that no one is interested.
- Do I want to make an announcement to the whole room OR have a few brief, poignant conversations with a few of those that have decided to show up? Think about what would grow deeper connections at this moment, keeping each individual connected. Sometimes that is sending a private direct message on Instagram to a new follower. “Thank you for following!” or share a post about the most recent charity your company is an advocate for supporting. Better yet, answer the most common question everyone seems to have when they call your location.
- There are so many genuine ways to interact with followers in a personalized way that keep them as followers, keep them engaged, and eventually lead them to your store. Loyalty is built moment by moment and post by post, not all at once.
2. “I keep getting private messages in my Instagram offering to repost my content, or an account has offered to help me grow my follower count multiple times.”
Problem: The only comments you are getting are from these random accounts that seem to have thousands of followers, but they are all very obscure and odd.
Solution: Ignore and delete them. Most of those “dm us for (blank)” are scams. These scenarios should always go without saying – If someone is offering you something for free on the internet – ask ‘what’s the catch?’
3. Post Frequency:
“Our team posts every day! Sometimes 3 or 4 times a day. Why doesn’t anyone interact with our content?”
Our response: Please tell me you mean to say you are posting your stories on Facebook or Instagram. Otherwise, you are inundating your audience and crowding their news feeds. Many of them that continued to follow may have likely hidden your content to get a break.
Or, on the other side of the spectrum – “I post maybe once a month or two, at least to let people know we have sales. But we don’t have many followers.” Usually, this is followed up with “I just don’t have the time to post that frequently.”
Problem: We get it. The world of Facebook, Instagram, Twitter, Pinterest, LinkedIn, and TikTok is becoming more layered and complex to navigate with every phone and App upgrade. No wonder there are college courses and specialized fields made for it.
Solution: For small businesses, at the very least on most platforms, you should be sharing content four times a week. Each piece of content should have the goal of brand awareness and engagement. Note: Not just promotions or calls to action.
Can you see the common thread?
In the Social Media world, you cannot talk at your audience or show up when it’s most convenient. Most of your audience is not ready to buy. The goal of your social platforms is that when they are ready to buy, your brand is at the top of their minds. There is a lot to know, much to learn (always), consistently so much to do.
If you see these 3 common social media issues and say “that’s me!” or you are doing your best to conquer these mountains and still not seeing results – you know whom to call! We got you covered! With our broad scope of social media professionals here at The AD Leaf, we’d be delighted to serve your company through your social media platforms. Don’t have them yet? We can advise you on the best ones to use and set them up for you. We can do your Facebook, Instagram, LinkedIn, Twitter, TikTok, and more! Let’s collaborate to see your platforms, rise, come alive, and thrive! Give us a call at (321) 255-0900, or complete our contact form.