So let’s talk a little bit about posting on social media. I’ve written a blog or two about what things to post, when to post and heck, I even created a Facebook video series showing you how to do it all. However, all too often I see folks only posting their own stuff. When I mean ‘their own stuff’ I am referring to links back to their website, promotional ads and only salesy stuff about products and services. Think about it.. it’s almost like a salesperson shoving all their products, their business and their website down your throat. Blah!
Social media ratio
When you’re posting on social media there is supposed to be an 80/20 or even a 60-30-10 split of posting where the larger number is customer value and the smallest number is your promotional stuff. Reminder, social media and well, business for that matter, isn’t about you… it’s about them!
Again, you have to remember that social media was not intended for business owners but it was intended for people to continue to build their relationships, keep in touch and etc. They go to social media to be informed, to laugh, to connect to new or current friends, they go to be motivated and the like. Again, they don’t go there to have a sales person constantly shoving their business at them. Remember why you love social media, or what interests you or drives you to social media, and start with that kind of stuff to share.
Now, you may not necessarily be a salesperson, and you may think that you’re providing value but when every single link you post goes back to your website….. news flash…you ARE self-promoting.
Don't over-promote your biz on social media. Nobody likes a pushy salesman! #relationships Click To TweetWorried about losing your followers? 
If the reason why you only post your valuable content is because you are afraid folks will rabbit hole on someone else’s website, then you need to consider a few things….
Links to other industry specialist’s website
If when you post a valuable link and it goes from your social media to a like industry person’s website and you are fearing that you lost that person as a client, then you are sadly mistaken. If in fact you do this and they decide to do business with that competitor, then you never ‘had’ them in the first place. Remember that business is about building relationships and if they jump ship from something you shared, then they never had that relationship with them and heck, maybe you don’t want them!?
Consider who the link goes to – Big Dogs?
I have posted to industry experts in my field, they are the big dogs in my world… and quite honestly, they are valuable to me and their knowledge would be valuable to my target market too. In that same breath, they (the big dogs) may not want the little/medium sized people that is my target market so it’s a win-win. I provide value from big dog experts, my target market sees the value and I win.
Consider who the link goes to – Out of Area/State?
Provide value even if it goes to a 'competitor' states away. Tip: that's not a competitor - that's value! Click To TweetAnother example is if you are a local business, you can find tons of quality content for those in your industry but not in your state! BOOM! You could have a paint and sip shop in Texas and share sweet tips or painting ideas from a similar shop from California… now, those Texas folks, as crazy as they may be, will NOT be driving to California just to try that paint studio out. They will see you as the provider of that valuable information and guess what… win-win! So, don’t be afraid to post from complimentary or competitor blogs if they are valuable, their site doesn’t suck, they truly aren’t a competitor and that share can provide value to YOUR market!
Bottom line
So the bottom line is this….
- social media is not about you
- provide valuable content to your consumers
- you don’t only direct folks back to your own website – pushy salesman
- you need to build the relationship
- when linking to same in industry if you built the relationship, you will be the hero and if not, you didn’t build the relationship and never had them to start with
- provide continuous value on and off your site/social & you’ll be remembered as the one providing the value.
Hopefully this has helped to shed a little light on social media, how you should be posting as a business owner and how NOT to be that pushy salesman. If you have any questions about social media and how to be a better business social media marketer, please contact me as I would be happy to further explain or provide you with better examples of things that you could be posting.
~Kristen
As always great info Kristen. I think I tend to just give info, both mine and others, and then neglect to “sell”. Time to create a little balance there.
I think you do well Lisa.. blogs are great.. I’m sure you just aren’t sharing only blogs.
I love the reminder social media is not about you, it’s about them. I’m in the process of trying to promote another FB page I have and really need to keep your advice in mind as so far I’ve only been posting links to my craft posts. I need to add other people’s content. Great advice, as always, Kristen.
Yes.. share other stuff too Tami!
Many important takeaways here! You know I’m always going on about this topic. Move people from social to your site. Then do the selling on your site. Social media is not about you, that’s so true! Lead with value and forget about the rest, another true point. The few times I have used social media for a couple of promotional posts I have been unsuccessful. Social media is all about free value and getting targeted, relevant leads into my sales funnel. I like how you illustrate that sharing information is helpful and not harmful to one’s brand. Always smart tips!
Thanks so much Meghan… you know I always appreciate your commentary and feedback! Hugs
You nailed Kristen! I have had a love hate relationship with social media because the etiquette of how to do business is dying. Its a free for all and the masses are all about themselves. Such great tips here to help every online marketer do social media the RIGHT way!
Girl…. you are so right… it’s a free for all and ALL ABOUT ME! URGH! Thanks April!
Kristen,
I lovedthe article and second when you defined what social media purpose is made me think of why this is useful for other people and it helpsus engage with our audience, but it is for them . Also, I agree in differnt states there are ways ti make connections and learn more about the different ways other people use social media and make connections.
Thank You,
Lori English
Thanks Lori
Hi Kristen,
Love your use of the phrase “big dog.” I believe this to be true as well about providing value. If someone jumps ship because of a link you shared on a competitors blog then you never had them. I love that social media marketing (or any marketing for me) is not all about selling. Having fun and creating relationships along the way is more natural. Most clients I’ve connected with through social media came from relationship building over time anyway so it totally works versus me trying to sell them from “Hello.”
That’s exactly it Geniece… the large majority of my clients are from relationships I have built… BOOM!
Nice post Kristen.
I like the way you focus on your relationship and follower instead of what you want to sell. A lot of people forget that.
“… if they jump ship from something you shared, then they never had that relationship with them and heck, maybe you don’t want them!?” PERFECT. On social media, the more targeted and appropriate the pairing, the better off. With or without. We want the people who will need us someday. Not the ones who aren’t hearing our message.
Thanks.
So true Cathy and thank you!
Those who are constantly pitching products or services on FB usually don’t get much attention from me either. My intention is always to share info and educate people, or at least provoke new ways of looking at themselves and the world around them. I’ve known about the 80/20 rule for a long time and find there is always plenty of material to share with others to do that easily. My concern is that people’s attention spans are dwindling in the online world, making it more challenging to capture their attention and engage them. For me, the key is to build relationships and that requires conversations and answering all comments people are kind enough to make on may posts. Thanks, as always, for the great reminders in this post, Kristen!
Truth.. build the relationships and provide value Bev. If they know, like and trust you, they are more likely to READ your content.
Social media= I love to hate it. Really, its very hard to know when you’ve crossed the over promotion line, so I tend to skip it altogether. Loved hearing how others are making this work for them.
Dina.. I am with you… I love to hate it too! lol Don’t skip it.. you can do it!
Thanks for sharing! Providing value, then building relationships is the key to succeeding online. Couldn’t have said it better myself!
Exactly Tammy and thank you!
Always a great reminder to give rather than receive! Providing value will always result in positive things.
Yes ma’am.. absolutely!
Great info! I have just recently gotten comfortable with actually selling or directing people for my offer, so good advice to make sure I don’t overdo it!
As long as you are promoting/selling less than you are providing other value, motivation, info, fun.. you will be fine Kimberly.
Kristen this is information that needs to be shouted from the rooftops. Social media, for business, is about building relationships not about hocking your wares like you’re holding a megaphone in a sideshow. Though this message seems to have been lost on some people. Things people would never do in person they have no problem doing online. Manners matter online as well as offline.
Sadly, manners don’t exist as much in real life as it used to and also… online, is worse.. agreed Christy!
Amen, Kristen. Great tips. I find the more I am in different facebook groups, for example, providing value (like I know you do) the more people will pay attention when I am promoting something. It’s all about building relationships!
You are so right Tandy.. keep on keeping on!
One of the things I’ve learned is that you have to be the source of good information. People will remember you for that and if they want more information that’s what your email list is for. It’s the list that tells you who is interested and a potential customer to market to.
That’s exactly what I was trying to portray in one of those points Joyce and you nailed it!
Social media is ALL ABOUT RELATIONSHIPS!! Awesome post Kristen! Always get so much value from your posts, thank you for always sharing tons of valuable information 🙂
Thank you for saying that Joan… I am doing what I preach about which makes me super happy! Thank you!
It amazes me that people I look up to as reputable salesmen and women still do this. I recently had a connection request on LinkedIn, and immediately I accepted it, I got an automated pitch message asking me to join a network marketing company. Lol! Even on LinkedIn?! Thanks for the tips.
OMG.. YES! LinkedIn is FAMOUS for this… stop people! lol Thank you Apolline!
This resonates with me so much. I’ve actually sat in meetings where someone in a similar industry has said, “I don’t want to share her content, blah blah blah, because she’s my competitor.” That really shows a lot of insecurity as well. I feel like when you are confident enough to share your competitor that that only makes you look better. I feel like it makes you look like you are surrounded by an incredible group of peers who really know their stuff. And therefore, you do too!
EXACTLY Jennifer and it baffles the heck out of me too. I don’t get it.. at all.
Great wisdom here, Kristen. So many of these fears about losing business to ‘competitors’ are just that: fears. This is a great reminder for me not to fall into that trap – I admit my thinking has veered that way at times. It is great when we can relax and be natural and share what lights us up – without calculations. This is ironic, since so much web advice tell us to be strategic – so it’s a fine and sometimes blurry line to follow when we are still on the path to figuring out what works for us. Many thanks.
You made a great point Reba.. what works for us.. that’s what we need to find. Well said.
Great points here Kristen!
I wasn’t sure if you are talking about personal or business profiles. I stopped posting to my Facebook personal profile about a year ago and just use my Facebook business page. I’m not concerned about linking to my ‘competition’, but I’d have to make a point to research to see what they are talking about that is relevant to my topic (and social media is usually an afterthought for me).
Well, I specifically mean business because we are supposed to be using our business pages for business and not our personal, sadly, too many are doing that too. I hear you and great job!
Great post. The percentage is right on too. It’s pretty annoying to be pestered on Facebook to buy odds and ends. Especially by friends and family members. You like to support them, but day after day with something new….
That’s exactly it… day in day out.. constantly! lol Thanks Cathy!
Great info! Thank you
Ummm, sure Nafissa!
Kristen love this punchy on point blog! Yes it is about giving value and making a difference for sure
It sure is.. without value, you have nothing, right Bev?