For most seasoned professionals, unless it’s a personal account, social media is just a hassle. A big time suck. They know they must have an “online presence” but in secrecy they don’t really care if they have one or not. They just want clients and customers.
So they post and publish because they must, not because they enjoy it or want to. And that inevitably leads to the desire for short cuts. Who doesn’t love a short cut really? I am all for reducing time, energy and resources whenever I can.
But, there is a problem with this shoddy approach to managing your professional social media. Basically potential customers and clients can see you don’t care. People can see it and smell it from miles away and you know what else, it takes up so much space on what could be a great online experience. There are so many ‘same as‘/’me too‘ blogs, articles, tweets and videos spread throughout the web, taking up so much real estate. Pure clutter and typically never creative. And this type of “content” never gets any engagement.
Short Cuts Lead To No Where
I have a remarkable client who is an author, business strategist and personal development coach. He’s bright, enthusiastic and very ambitious. I am helping him launch a brilliant new book that he wrote about how to go from idea to reality with your new business or brand without a marketing degree. Okay, so actually, I wrote the book for him, but he paid me and it’s his.
Along with writing the book, I created a marketing plan to launch it. The plan is packed with everything he needs to do, from book signings to podcasts to blog content, influencer outreach and ways to propel the book into an online learning experience so he can make additional money off the concept. I outlined the book in a way that would make it easy for him to do everything step-by-step.
Now he and I are truly fond of each other but we have also argued a lot. That is until recently when he finally admitted I was right.
So, what did we argue about? We argued about the fact that he wasn’t bothering to follow the marketing plan that I created for him. The plan to launch the book.
He didn’t say it, but I know what he was thinking . . .this is too much work, I want/need an easier way. There must be a short cut – especially with social media.
You see, he thought the plan was overwhelming and you know what, launching anything is overwhelming. The fact is, whether you are finally offering your consulting services on line, launching a new book or starting a fashion or food business, it is a huge amount of work. And, it typically takes years to build momentum and brand awareness. Everyone thinks it’s so easy.
So we argued about how he wanted to start with Facebook ads first. Bad idea! Especially when you have 100 likes on your page and a few measly posts with 0 engagement. It’s much smarter to build a fan base, post witty and interesting videos every day and then boost a popular post with a few bucks. At least you know it got some traction without dollars behind it. Do the same thing on Instagram.
Take Smart Cuts, Not Short Cuts
So you just can’t rifle your way through social media and expect results. Yeah, there are no short cuts, but you can take smart cuts. You can develop a more thoughtful approach to social media with the limited amount of time that you have in your day.
One of my favorites smart cuts is to listen to your clients and customers.
You know the same old questions your clients ask you about in real life? Write individual blog posts about your answers to those questions. 1. You know the answer 2. These are popular questions. Popular questions get more attention.
If you need help with a marketing strategy or plan, please reach out at firstname.lastname@example.org I would love to learn more about what you are working on.