I remember the good ol’ days on Facebook every fan saw every post. I remember when Instagram didn’t have an algorithm. I remember when Facebook started allowing native video uploads. I remember my first time using Periscope.
Social media has undergone significant changes in 2017. Once upon a time all a business had to do was post a link for their new product and customers would head on over to the website and shop. Those days are long gone. It’s harder to get people to read your blog, it’s harder to get people to subscribe to your Youtube channel, it’s just harder.
So when people like me give advice that says to leverage social media to build and grow a business, maybe you try it for a few weeks, and when you don’t see any improvements to your bottom line you quit.
I get it – but quitting isn’t an option. Instead you need to figure out the best way to leverage your Facebook, Twitter, Instagram, etc. profile to grow your business…and understand that there is no one-size-fits-all solution.
The consumer of today is sophisticated, wise to the pseudo-sneaky sales tactics that worked in the past. As more businesses publish blog posts, create videos or offer a freebie in exchange for an email address the market gets noisy and consumers become less likely to click and convert. Platforms like Facebook contribute to this trend by stifling organic reach in the newsfeed, and posts with links are less visible because of the algorithm.
It’s time to face the music – the days of making money DIRECTLY through social media are over. It’s time for a new strategy. This new way of maximizing social media for your business involves you (or your team) becoming an active participant on the platforms you choose to use. This involves stepping away from using social as a megaphone and use it as a postcard. Today’s social media doesn’t work as well for blanket marketing messages; instead it’s better used to have conversations with individuals at once.
You’re probably thinking, “why on Earth would I want to reach one person when I can reach thousands at once?? I would be wasting my time online if I only talked to one person!” Aiming for one person means your message is targeted and exactly what that person is looking for at the time, which supports and fosters engagement. If you engage, inspire and respond to questions and comments you develop relationships that cultivate loyalty.
In days and times like these, loyalty is priceless.