Why your social media marketing isn’t working…without the technical mumbo jumbo
Why your social media marketing isn’t working – Ok, so I’ll be straight; I am not a technical whizz-kid. I’m not even a kid, which is a little unusual nowadays in the world of social media marketing!
This should be rather reassuring for those of you reading this in the hope of some practical takeaways rather than the usual jargon-filled guides following a headline such as “50 things to do to make Facebook kick butt for your business”.
It’s not to say that those blogs are erroneous or even that the intention behind them is wrong. It is simply a recognition that most (almost all in my own experience) of that style of article has been written by the highly skilled social media geek for the slightly less highly skilled social media geek to show how geeky they are and how unrealistic they are about the time that real business owners like you or I have available to create and distribute meaningful and effective messages across these different online platforms.
So, here is a blog to ‘keep it real’ and practical and hopefully insightful!
My name is Tim Rylatt and I run two different companies.
The first is in the business coaching sector, and I work with the owners of lots of SME businesses at a strategic level to help them define their business models, build their companies and ultimately sell them or become independently wealthy to them.
The second business I run in partnership, and together with our team, we help business owners and marketing managers achieve greater results than they can on their own. We do this by providing expert marketing support and resource to their businesses. This means they ask us to in effect become their outsourced solution for social media, email marketing, website development and content development, blogging, design and print and a whole lot more.
The only reason for sharing this brief biography is that having said I’m not a geeky expert, I am in fact a geeky expert… just not the type you thought I was!
So why isn’t social media working for you?
There are a lot of answers to that, some of which you need the other geek for, but there are lots of those and relatively few like me.
From my perspective… simply put because you are trying to make it work for you.
When we reverse our viewpoint and ask this simple question it should all become a lot clearer…
“How does my social media activity actively help the people I want to help?”
How does it help?
You see I hate to break it to you, but the world doesn’t really care very much about you, or the products or services you have to offer… the people out there care about themselves and only consider you in the context of them and their problems or their potential.
If your content and communication isn’t either helping them solve a problem or maximise their opportunities… THEY DON’T CARE ABOUT IT WORKING FOR YOU.
Somewhere along the line, this seems to have been forgotten, and certainly, in the majority of cases, business owners feel obligated to be present on social media but not really present and not really very considered.
What I mean by this is that the messaging tends to be bland, a bit like a foghorn blowing every few minutes to remind everyone that that coast is over here if they want to swim towards or sail away from it!
The messages are mostly promotional, with little value add or rather see through attempts to engage with the audience in a way that they are not very comfortable. For this reason, it is mostly ignored or actively avoided, and the followship that should be taking place with positive interaction and engagement simply doesn’t happen… it is millions of voices shouting in the dark, hearing their own echo, and the owners thinking, “I’d hoped to hear someone calling back but they aren’t”.
So, social media doesn’t work…right? WRONG!
All we’ve done so far is to demonstrate what most are doing (technically capable or not)!
- Putting themselves in the shoes of their current customer.
- Putting themselves in the shoes of people who potentially have a need for their products and services but have not yet selected a supplier
- Putting themselves in the shoes of the people who have heard about them already, but weren’t in a position to buy when that happened or made a different choice first time around.
And then they are:
- Writing content and distributing it professionally and consistently which creates empathy (demonstrates that they are viewing the world from the customer viewpoint)
- AND supporting those people with the decision and actions they have to make and take to progress on their own customer journey, from stage to stage all the way from first query to solid endorsement of experience and advocacy.
It’s that simple.
The ability to co-ordinate those messages, manage the different audience groups, create an appropriate and effective mix of media and communication styles… that’s the biggest gap.
And it is that gap which creates the need for skilled and human support companies with a business focus to exist… which is lucky, as that’s where our own business operates.
So if you are finding either you don’t have the time or expertise in house, or you haven’t had much of a result elsewhere with your social media, do get in touch. You can reach me at 01444 810530 or email me at firstname.lastname@example.org
If you are really lucky and your business qualifies I’ll even run a complimentary online marketing review to help you spot the potential you haven’t yet enjoyed the results of!