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Are You Making an Impact on Social Media?

I have a question for you. It’s an important one…

If your business page was deleted off of Facebook tomorrow, would anyone miss you?

 Would they even notice that you disappeared?

I want you to think long and hard about this.

What impact are you really having on your audience?

There’s a common misunderstanding in the way a lot of brands approach social media. Too many small business owners think the more they put out on their Facebook newsfeed, the more business they will get in return.

The more posts; the more shares.

The more likes; the more sales.

I’ve never been all that great at math (although I did receive the Math Award in grade 8… figure that one out – the writer with the math award), but I know enough to realize this just doesn’t add up.

Just because someone likes your page doesn’t mean they’re going to buy your product.

If you’ve been having trouble getting any traction on your social media channels lately, it’s time to hit the pause button.

Go back to the basics.

This is how you build the foundation that will help you in the long term.

Don’t Make it About the Product.

One of the biggest mistakes small businesses make on social media is they are too focused on trying to sell.

You need to stop treating your Facebook page as a sales tool.

Your social media marketing is about getting people interested in buying from you.

And it’s not about the product you’re offering; it’s about the problem you are solving.

For example, let’s say you’re a small business that sells mattresses. Except you’re not just selling mattresses – you’re selling sleep.

Don’t post about your latest mattress sale.

Instead, show your audience you are the sleep expert. Share tips for ways they can get a better sleep; and help them understand how a better sleep leads to a better life.

This is how you demonstrate your expertise. This is how you build influence.

Take some time to consider the pain points you are solving for your audience. How are you making their lives easier? How are you making their day more fun?

Make this clear in your brand messaging.

 Discover What Makes You Unique, And Own It.

In high school, I was a starter on the girls’ basketball team.

It had its perks – like having permission to leave class early because of an away game. And it also had its downfalls – like missing the Friday night party all my friends were going to because I had an early game the next morning.

Being a basketball player was a huge part of my identity. Not just because I was taller than most girls my age, or because I could palm a men’s basketball with my long, willowy fingers.

I simply felt most comfortable, most like myself, on the basketball court. It was just who I was.

And it was part of what made me different.

As an entrepreneur, you have to get comfortable with what makes you unique. What makes your clients want to work with you?

Maybe it’s your customer service; and how you go above and beyond to make sure your clients are completely satisfied.

Perhaps it’s the quality of the product you produce. No one else can compete with the level of craftsmanship you demonstrate in your work.

Figure out what it is that makes you unique, and look for opportunities to imbed it into your brand story.

Don’t be afraid to have an opinion, and to say what you think.

By doing so, you’ll be attracting a tribe that shares in your beliefs. And they’ll be more likely to like, share and buy your stuff.

In order for your audience to care if your Facebook page was deleted, you have to make the experience meaningful for them.

Give them a reason to follow and interact with you. This is how you make an impact.

In return, you’ll be memorable to them. And they’ll want to work with you. Maybe not today, or next week, but when the time is right.

They’ll think of you the next time their cousin needs help with their finances, when a neighbour needs a new roof, or when a colleague is looking for legal advice.

So make sure you’re giving them something worth thinking about.

Need help figuring out your #WOWfactor? Download our free social media toolkit, featuring five steps to establishing an authentic and trustworthy web platform.

Author:

Charlotte Ottaway

Charlotte is the founder of Web of Words. She helps solopreneurs and small business owners create real human connections online through blogging and social media. Her work has been published in Maclean's, Canadian Business, Zoomer, The Globe and Mail, The Huffington Post Canada and other Canadian publications. Better known by family and friends as Carly, she currently resides in Newmarket with her husband and fur-babe. To learn more, check out her portfolio at charlotteottaway.com and follow her on Twitter @charlottaway.

6 Comments Write a comment

  1. Excellent article, Carly. Thank you! Actually… words to live by. Imagine if everybody’s motivation was “how can I make your life better?”You shine!

    Reply

  2. – A “tribe” that shares your beliefs – Love that line ! Great article. Thought provoking.
    I hope that at least a handful of my “Likes” and followers, my core 20%, would notice we were missing…

    Reply

    • Charlotte Ottaway

      I definitely think your dog-loving tribe would feel it if you went missing, Janice! Especially because you’re so great at engaging with others too.

      Reply

  3. So many great reminders here Carly. I know I need to keep going back to the notes I took from our meeting and keep reframing what I post based on the tips in this email.
    And you played basketball!!! Awesome! So much to learn about the wonderful Carly.

    Reply

    • Charlotte Ottaway

      Glad you found it helpful Laura, thanks for sharing. And that’s exactly why it’s great to have that foundation to work from when creating your social media content, because it’s easy to get caught up in it and forget to follow your best practices. Need to have that strategy to lean on. 🙂

      Reply

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