You’ve probably seen these posts about automating your social media using So-n-So’s patented method for social media marketing, or “This incredible marketing formula will increase your revenue 3000%!!!!”. Heck, even I’ve been tempted to click on those links before. But the bottom line is that there is no formulaic strategy for social media. In this post I’d like to address some of the social media marketing misconceptions that I come up against most often in hopes of freeing you to have a more meaningful experience with your customers.
Misconception #1:
It's important to reach as many people as you can.
Meredith Hill said something that I would consider having tattooed on my body, “If you are talking to everyone, you are talking to no one.”
It is the God’s Honest truth and if you work with me for any amount of time, you will probably hear me quote this more than once. But I see it all the time. Clients are always trying to broaden the scope of their message to reach as many potential customers as possible. This completely waters down the real punch of your marketing delivery and will actually result in attracting fewer customers than if you targeted your message to the ones that will benefit most from your offering.
Misconception #2:
There is a "Best Time" to post on Social Media
Alright, I will definitely agree that there is a time when “the most people” are on social media. That is true. That said, the algorithms used to determine what people see when they log on to their preferred are far more complex than that and they are always changing.
Beyond that, just because “the most people” are logged on to social media at a particular time does not mean that the most of your potential customers are logged on during that time. Social media behavior varies wildly between age groups, socio economic lines and even genders.
Misconception #3:
All of your Social Media should Entertain, Inform & Sell
If you’ve spent any time researching theories for social media marketing, you’ve probably seen these calendars that plan out your posts with the proper percentages of funny, informative and sales posts. While I am a big proponent of calendaring your social media, this formulaic approach rubs me the wrong way.
You don’t have to “sell” something in every post, but you can. If you are a business that sells products, people expect to see your products featured on your social media. It’s entirely up to you.
The Bottom Line
Here’s the TL;DR. There is no one size fits all approach to social media marketing. Social media is a social environment, about building relationships with REAL people. Just as in any other social environment, if you try to dress like someone else, or speak like someone else or behave like everyone else, people have no desire to get to know your further. The real draw for you and your business is AUTHENTICITY and genuine interest in the people that interact with you.
Don’t waste your time trying to conform to the rules, but rather spend time getting to know your potential customers and clients and meeting them where they are. What topics interest them? When do they have free time to look at social media? What are the real life problems that you can solve for them? What do you want them to know about you?
Approaching your social media marketing from this angle will do far more to increase your following than any of the “Top Ten Tips” could ever do.
And as always, if you have questions about your personal approach to this or any other marketing quandary, grab a cup of coffee, give me a call and let’s hash it out!
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