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 Tweet
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 Tweet
Another 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!
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.