We are told that posting on social media can bring us traffic and leads, build our email list, get more butts in seats at our events, and get our name in front of more people in our target market.
But what if your followers don’t need your services at the moment, have already been to your event, read your article, or are already on your email list?
That’s fine. Because it’s not just who you know, it’s about who they know and are willing to “introduce” to you via your content and ideas.
And they’ll do that if you give them something worth sharing.
Something that makes them look intelligent, successful, well-liked or well-connected.
It could be something as simple as a quote from a famous person, advice from an expert, or a relevant success story.
Humor works. So do thoughtful, interesting, or amazing facts or ideas.
You might share something innovative, hot-off-the-press news, predictions, a wish list, links to resources they can use in their work, or help them organize their world or plan for their future.
Politics? I wouldn’t. But if you insist, you should either “all in” and willing to lose business connections and/or friends, or you’re “out” and don’t mention it at all.
Some guidelines:
- What you share doesn’t have to be created by you. You can be social and build your practice pointing at what others say or do. With or without your opinion.
- For business, make what you share relevant to your follower’s industry, business, or market, or more importantly, to their followers industry, business, or market. For consumers, share content or ideas that are universally relatable but also aligned with your markets’ level of experience and sophistication.
- Share doesn’t mean “sell” (affiliate links, pitches) but that can be acceptable if you don’t overdo it.
- If you’re not particularly “social,” it doesn’t mean you can’t use social media platforms to your advantage. Share when you have something worth sharing and leave it be when you don’t. If you find something you like, something that made you smile, or something you thought might be helpful for people you know, go ahead and share it. No agenda. Just helping people you know so they can help people they know.
Finally, if none of this works for you and you otherwise have “marketing” covered, either task someone in your office to handle your social marketing (or outsource it), and go settle some cases.
