Who This Post Is For: Small businesses looking to enhance their social media personality
Did you know it takes an average of 10 customer touch points to convert a sale ?* No wonder we’re all so busy ;)
Luckily, social media makes that process a lot easier. Social media provides a HUGE opportunity to build strong relationships with all our customers and prospects. However, in order to work effectively, this does mean taking the time to start and engage in conversations with your targeted audience by letting them know who it is they are dealing with.
After all, people connect and buy from people. So many continue to hide behind their logo and talk strictly “business” which doesn’t do anything to help you achieve your social media goals. In fact, in some cases, it can have the opposite effect. You will reach very few people, start little or no conversations and typically be ignored as a spammy account. Ugh!
It’s so important that we show our personality. Often when I share this part of social media with my clients, they tense up and freak out at the idea of sharing every detail of their lives online. Are you freaking out now too?
Please don’t. Just because you can share all these details, it doesn’t mean you have to. In fact, sometimes we don’t want to know that you just had a visit to the Podiatrist. Yeah, it happens!
It’s all about finding a balance. There is a clear distinction between personal and professional.The happy medium in between is where we are aiming to be.
Remember that you have full control over what you do and do not share.
You need to be able to engage on the topics that your customers are interested in and make them feel like YOU really care about serving their needs. This is how you build relationships, nurture leads and find success on social media. Got it? Ok, cool! So now we know why it’s important, let’s talk about how we go about injecting some personality into your social media accounts.
Step One: Sorry, who am I talking to?
It’s important to get the basics right. Who is managing your social media accounts? If it’s you, the owner, then instead of adding a logo as your profile picture, add a professional headshot. You are the face of the company; it’s time to make that clear. Also, include your name and title in the bio/ about section so people can address you by name. This small change alone will have a huge impact.
Now that your audience knows there is a real person behind the screen, their trust barrier is immediately lowered and they are willing to interact with you. If you are a team, you could use the logo as the profile pic and have a team picture somewhere in the cover or background. When it comes to posting, simply sign off each post with the team member’s initials.
Step Two: Be True to You!
Think about your brand’s positioning. Who are you and what do you represent? Your business and your employees run on a core set of shared values. It’s these values and this cohesiveness that allows everything to operate effectively. Those values make up the personality of your business. Start here and lead with heart. This authentic approach will make it a lot easier build out your personality. Be true to you.
Step Three: Be Present and Engaged
Take the time to personally to thank and reply to everyone who engages with you. If they are a customer, feel free to mention a previous conversation or something you know about them. For example, if you know they are a parent, ask them how the school holidays are going. This reassures your community that you are who you say you are. It shows you genuinely care and have an interest in your customers; it’s not just about the sale.
Funnily enough, it’s through taking these steps that you will convert sales over and over again. If it’s not a customer but a prospect for your business, then you can follow a similar process.
Grab a magnifying glass and start searching their timeline/profiles. This is a quick way to find out what they are interested in and provides you with the opportunity to start engaging with them. People are far more likely to enter into a conversation with you on something they really care about.
You might have to do some research on the subject of interest but this is a great way to have some fun, show personality and find out more about your customers that you can later use to promote.
Ninja trick: If you use a Social CRM tool such as Nimble, you can make notes on your prospects and set reminders. This will allow you to track the conversation and ensure you are taking steps to move them through the sales funnel.
Step Four: Build Your Community
The most effective way to market your small business is through word of mouth. The great advantage to social media is that everything is public so when someone reviews or mentions your product, it’s not just the recipient who sees the post, their communities can see it and be influenced by it too.
You have the ability to develop what Seth Godin refers to as, a tribe. By bringing your customers together within your community, they are not only interacting with you, they are interacting with each other.
Strength in numbers, right? ;)
By doing this, you are not only strengthening your brand presence and relationships with these people but you are maximising the opportunity for your community to talk, share and discuss information about your products. A conversation you want to be a part of.
This can be done through tweet chats, hashtag campaigns, Facebook contests and/or webinars. You can even take it one step further and connect with these people offline through events and gatherings. This is where the magic happens.
Step Five: A Note On Teams
If it’s a team managing your accounts, choose members who can be trusted to speak in a professional tone and follows your social media objectives, policies and procedures.
As long as they avoid ambiguous sarcasm, offensive language, arguments and personal opinions on controversial subjects, this can be a great advantage to your business.
Your team make up your internal customers and are already part of your community/tribe. Their individual quirks are what make your business so unique.
Let them show their personalities (in a professional way) and showcase the amazing PEOPLE that are behind your logo.
Never forget that your customers are a reflection of you. By taking these steps to be a little more personable, you are able to attract like-minded targeted prospects and your community will start to do the same.
They essentially do your marketing for you, bringing others into your conversation through their own connections. Social media can be tough, it can be strange putting yourself out there but the reality is, you probably do the exact same thing every day you wake up and go to work.
Be true to you and show us what you’re all about.
I look forward to tweeting with you over on Twitter (I’m @C4Compete).
*Source: Strategic Marketing, Creating Competitive Advantage.