That someone who calls themselves an “expert” told you that you needed to have a Facebook fan page?
That someone who calls themself a “guru” convinced you that you should have a Twitter account?
Being the awesome “open to new ideas” small business owner that you are, you followed their directions, or hired them to setup your social media accounts.
You probably felt like a kid in a candy store, overwhelmed by anticipation, expecting a sugary high filled with a line of new customers just waiting to bang down your door to do business with you.
Except all you got was a bad taste in your mouth. The sugar quickly dissipated from your body, all you were left with was more work on your plate to manage all these new accounts, and not too many people knocking.
What happened? You were promised panacea, the promised land of fixing all your small business woes.
I know. I’ve been down this road already. Before starting down the road to small business market domination, I have faltered and fallen just like most every person reading this article.
What THEY Didn’t Tell You!
I am here today to call out the “social media experts”, and the “social media gurus”. You guys should be ashamed of yourselves for hopping on the social media bandwagon of hype and for what you preach. Let me rephrase that, for most of what you preach.
I will say this. The one great piece of advice I hear from the social media community is the need for engagement. That in order for you to get more business, you have to earn it, through two-way communication.
Okay, so you are engaging, then why isn’t the phone and cash register ringing off the hook, or just ringing?
Because what they didn’t tell you is that content is the engine that drives social media. Without consistently new content, all you have is a one hit wonder that is doomed for obscurity.
Think about all the Facebook fan pages that are created and the last message posted was six months ago.
Likewise, think about all the Twitter accounts that are started, a few people are followed, a couple tweets go out, and then the account is left dormant.
The main reason that these social media accounts are abandoned is not the time it takes, is not the engagement that’s required, it’s the lack of having something to say…period!
If Content is the Fuel, Social Media is the Spark!
A close friend of mine, who manages social media accounts for businesses, was recently contracted to setup and manage a Twitter account for a local professional. The goal of the project was to grow and engage a localized Twitter following.
For the first few weeks, this was no problem at all. My friend is a master at finding, engaging, and growing a quality following on Twitter for her clients. She even picked up a few potential customers for her client.
However, after the initial success, the number of new followers grew less each day, and those that were following became much less engaged, but why?
My friend communicated the consequences of not having fresh website content. Conversely, she also communicated the amazing results that would eventually come from all that new content.
The client had promised, but failed to deliver new blogs on a regular basis. In the end, her client never came through, and the relationship ended. Another dormant Twitter account is born…..
One of the more popular early articles on the Market Domination Blog is 5 Reasons Your Website Redesign isn’t Bringing in Lion Sized Leads and Countless New Customers. If you haven’t read it yet, I suggest you check it out. These are the most common issues I have seen after browsing thousands of websites.
The one recurring theme throughout is the general lack of consistently created, compelling website content. That content can come in the form of blog articles, e-books, guides, white papers, and case studies. Just about anything worth reading past the initial ten pages of marketing mumbo jumbo!
Content to the Rescue!
If you are one of the many tens of thousands small business owners who has given up on their fans and followers, here are 5 quick tips that will get people talking about your business again, and with some consistency, will start to make the phone and cash register ring again.
- Write down a list of the 50 questions that you are asked most by your customers.
- Write 50 blogs, each 250-350 words answering each and every question.
- Promote that content as it’s completed on your social media accounts, not screaming it, but in a social manner.
- Listen to the responses, what questions are being asked, what content is being engaged with and what isn’t?
- Write more content based on the results of your listening. It’s that easy!
These 5 tips will get you started. They are inbound marketing 101. From there you will be able to progress to more compelling content, more offers, and deeper engagement with your fans and followers.
Social Media can be all that it’s crack up to be! Heck, social media has benefited my small business in other fantastic ways. It’s a shame that some people will take advantage of buzzwords and hype to scare you into doing business! There are some very good social media folks out there, just be sure to ask good questions. If you’re not sure, feel free to ask me.
As for SEO Companies that also promise the world on a silver platter, look out, you’re next!
What has been your biggest challenge with social media, both on Facebook and Twitter? What were the surprises you found once getting started? What has worked for you? What hadn’t? If you have questions, I’d be more than happy to give you straight up answers!
If you enjoyed this article, let’s connect on Twitter Follow @adamsokoloff