Today’s guest post comes from Christie Osborne. Christie is the owner of Mountainside Media, a company that helps event industry professionals brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA, and the ABC Conference.
If you’re here reading articles about marketing with confidence on social media, there’s a pretty good chance that social marketing doesn’t come naturally to you. After all, that isn’t what you do! You plan weddings, or cater them, or make them look and sound beautiful. You know social media is a tool you need to use to make your business successful, but it isn’t your focus.
If you are going in blind to social media engagement (as too many new entrepreneurs do), it can seem incredibly scary. What do you say? How do you say it? How can you post and comment and interact in a way that you know speaks to “your people” – the ones who’ll keep your business thriving?
Fortunately, there are a few key ways to make sure you sound cool, collected, and confident when engaging on social media.
1) Focus on the right client. Remember, you aren’t scatter-shot marketing to everyone. You are, in fact, talking to someone specific – your ideal client avatar.
If you have a clear picture of what your ICA likes, how they dress or speak, where they hang out, and what you have in common, using social media for your business is as easy as creating your personal posts. You won’t have to second-guess what you say, comment, or share. If you haven’t yet determined who your ICA is, this is the single most important way to focus your marketing.
2. Be authentic. It’s a bit of buzzword now, but it will never let you down. No matter who you’re talking to, whether it’s Gen X or Gen Z or an alien from Planet Gorb, being honest and talking about what you really do and know is a perfect way to not only sound confident but be confident.
So, how do you make sure you can speak to your ICA and maintain authenticity?
You should have a lot of things in common with your ICA. Even if you aren’t the same gender, in the same age bracket, or on the same economic level, you should both gravitate towards certain aesthetics, ideals, and interests.
Your business outreach and marketing will work best if you can relate to your clients. If you can’t, you will always struggle to sound like anything but an untrustworthy salesperson. If you do, your business and service will naturally attract like-minded clients who are predisposed to enjoy working with you.
3. Use your metrics. It’s 2019 and you really don’t need to guess if your advertising and engagement is landing with impact. If you still feel nervous and unsure, you absolutely don’t need to flail around in the dark wondering if anyone is hearing you – just run some tests!
You can try out various ads and posts to see if the wording, images, and tone you’re using will draw interest, excitement, and engagement.
If you have an accurate ICA and you have a clue where and what to post, metrics and stats can help you hone your message in ways that take the guesswork out of your social media efforts.
Try a few campaigns, post a few different kinds of content, and don’t just “feel it out” — instead, look at what the data tells you. There’s a good chance that, at first, you’ll be surprised with what hasn’t been working. However, knowing the content that brings in the most likes, comments, shares and, most of all, conversion to sales is positive proof that what you have to say is connecting.
Nothing will give you more confidence than seeing your social media outreach play out in numbers.
The bottom line is simple — you know your business. If you also understand your audience, remain real and honest, and find proof that your potential clients hear you, you don’t need to be shy or tentative about what you say, where you say it, or how it’s accepted.