People ask us this all the time.
And I get it. The truth is that business owners are frustrated with their DIY social media strategy. Some people snap 200 photos and get frustrated because none of them turn out. Or they slap together a Canva template and get upset that it looks like everyone else’s haphazard post. They may write a “funny” caption that literally no one understands. Or they pick out a few common spammy hashtags because they’re just so #blessed.
And they do all this for 6 likes and zero comments.
This leads many people to get discouraged with organic social media posts because their account is certainly not growing, much less going viral. People who still believe social media is about going viral are chasing the Moby Dick of 2012 marketing strategies. That’s not to say that going viral is impossible or a bad thing (but it’s not always a good thing either!).
When talking about a social media strategy, it’s important to focus on realistic goals and people-focused strategies. After all, the point of social media is to be social with people. It’s in the name. It’s right there.
In a marketing funnel, the first three steps are generating awareness, attracting interest, and capturing leads. Social media is one of the top places to do that. Creating posts that show the problems potential leads are facing and providing ways to solve those problems can drive users to visit a website, book an appointment, sign up for a course, and more.
What a business thinks of their brand doesn’t matter nearly as much as what their customers think of their brand. And today’s consumers don’t want buzzword-stuffed brand values shoved in their faces. To impress consumers on the internet now, the brand has to speak to them on a personal level with authenticity.
Building a community is one of the most important goals for social media. And it’s not just about building a massive following. Think quality over quantity. Your community may start with customers, other businesses, employees, family, vendor partners, and other people related to your brand. These people are most likely to engage with posts, share posts, refer people to your page and business, and help grow your following. As a result, your brand’s growing community will consist of people who are interested in seeing your business succeed.
And I’m not talking about collaborations where someone you’ve never met asks for freebies in exchange for “exposure.” Collaborations can include finding other businesses to do a promotion with, local creatives who can develop marketing assets for your brand, charities that need sponsors/supporters, community events to speak at, and other types of collaborations. And of course, this can also include finding quality influencers whose audience and values match your target audience.
When considering if a brand or business is legitimate, people do their research. One of the places they turn to is social media. Whether it’s looking at reviews, tagged photos, posts, or comments, a positive online presence can build a credible reputation for companies in the digital age.
It’s understandable why people are getting frustrated trying to DIY their social media strategy with little to no results. Oftentimes, it’s done with the best of intentions and glued together with the dream of internet fame. With everything on the internet moving so quickly, the 15 minutes of fame that virality offers isn’t always worthwhile. Focusing on providing value, showing character behind the brand, and building an engaged community pays off in the long run.