One of the biggest issues I see business owners struggling with, is getting their voice out there on social media.
They might have a killer product, crystal clear purpose and all the motivation in the world, but they just can’t seem to get customers’ attention or grow their following.
I get it, social media can feel like a fickle game and it’s time-consuming and challenging to stand out from the rest.
BUT there are absolutely ways you can get your name and your brand out there, demand attention, and become a household name.
How, you might ask?
Simple, apply a few old-school marketing concepts to some new whizz-bang technology.
Set some social targets
Anyone with two eyes and a brain can see that social media is full of people trying to get followers and likes.
Whether you’re on Facebook, Twitter, LinkedIn, Snapchat, Instagram, YouTube, or any combo of the above, you might be thinking, “Oh no, the market is saturated, I can’t break in”.
Let me lovingly tell you, you’re wrong.
You need to get clear on what you’re trying to do. You’re not trying to get the most followers of anyone on social media ever. You’re trying to build a community.
Try setting some targets that have a bit more meaning to them. Lay out how many times a week you want to post, how many views and comments you’re aiming for, how many messages you’ll reply to.
There’s no point having the most followers in the industry if it’s not translating to sales.
There’s no point having 1 million or 10,000 or even 100 followers if only one person is engaging with your videos.
Think long and hard about who you’re trying to attract. New clients? People interested in your industry? Your competitors clients? A big audience to educate?
Whatever you choose, this is your target audience. Think strategically about who you want to attract – we’re deliberate, not desperate.
Once you know who and what you want, you can use your branding and content to speak directly to those people. Our goal is to help them.
Don’t worry about adjusting for every little move your competitor’s make.
Don’t try to be all things to all people
Stay true to your brand, and keep your target in your sights.
Win them over
OK so we’ve established what kind of audience we’re looking for.
BUT, there is absolutely no use having a huge amount of attention and just pissing people off with marketing and ads 24/7.
It will not work, trust me on this. People will notice you, but for all the wrong reasons.
The key is to make sure the content you produce is useful in some way. Whether it’s educational, motivational, or just plain funny, you’ve gotta make sure you’re pumping out stuff that’s adding value to people. Otherwise, what motivation do they have to follow you, you see what I mean?
A top-notch example of utilising the potential of social media is Lil Nas X, a rapper who released his first song just a few months ago. He went triple platinum in one week, topped the charts in a dozen countries, was streamed 143 million times in one week, and broke the record for longest running #1 hit.
I’m telling you, this all kicked off in a matter of months.
Anyone wanna know how he did it? Anyone curious?
He hopped onto social media and made memes and jokes about his own song, and people loved it.
And let me tell you, it took off. People loved it, thought he was hilarious and made their own memes to share on Instagram and TikTok.
His content went viral, provided people with an abundance of entertainment and humour, and so his following and his brand grew dramatically. He may or may not be the best rapper in the world, but people go crazy for his brand because of his content and personality.
This is the power of social media – to deliver value to huge audiences of people who can skyrocket you to success.
So we know people have had huge success going viral on social media – great.
But here’s a slightly more humble success story if the bells and whistles aren’t your thing.
You might know the name Greta Thunberg. She’s 16, she’s a climate change activist, and she’s on TIME’s 100 Most Influential People. She’s been nominated for a Nobel Prize, awarded by Amnesty International, and she’s addressed the United Nations and parliaments around the world.
I think we can all agree, that’s a phenomenal amount to accomplish just through using social media to share your purpose.
Greta was fed up with a lack of coverage and urgency surrounding climate change, and began striking every Friday and posting about it online.
She stood outside parliament alone, holding a sign week in and week out, demanding climate change be taken seriously by politicians and media alike.
People saw her story online and were inspired by the action she was taking. They came to take photos, to interview her, and classmates and teachers began to stand with her.
Eventually, people around the country and around the world started striking in their own schools. There was no paid advertising, no sponsorships, no direct sales. She just knew what her mission was, she committed to it, and it really resonated with people and moved them to stand with her.
When you’re authentic, you have a clear message, and you’re consistent, people who believe in you will be drawn to you.
It might not be crazy overnight fame, but over time, you will attract your herd.
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