Its Like Talking to a Brick WallWe have all had it happen. It doesn’t matter if you are marketing for a small business, local nonprofit, local political organization or simply promoting your own personal branding; more often than we want to admit, the post bombs. There are no shares, no likes and no comments. We get the impression that we are talking to a brick wall. Even worse, we start to believe that there really is a social media black hole and our posts are being sucked into it.
As I have posted previously, I am not a professionally trained social media strategist. What I have learned, and continue to learn, is from extensive research and much trial and error. I even make it a point to share the articles I find interesting on the various social media platforms to help others. Even those seem to go unnoticed. No one is immune to the “brick wall” effect.
I know it can get pretty frustrating especially for those small business owners who can’t afford to pay for a big advertising campaign while they are struggling to keep their doors open for business. To follow is a list of possible causes to the “brick wall” effect and some suggestions on how to avoid it:
- Business Page vs. Personal Page: Whether you are on Facebook or Google +, using a personal page (even if the name is that of your business or organization) for promotion limits your reach. This is especially true in the case of Facebook which categorizes business pages to include in their Graph Search. If you own a bar and promote it under a personal timeline, it will not come up in the business page results for Bars. It is just that simple. Consider converting the personal page to a business page. When you do this conversion in Facebook, the current personal page friends are converted over to page followers.
- Text Only Posts: We all agree that words can have a huge effect on people. However, when it comes to social media marketing, the less words the better. Including images or videos with your message will have a greater impact than words alone. Yes, there will be times when only words will do. In those instances, keep it short and sweet. Most users of social media are doing so on mobile devices. After a while, they are going to tire of scrolling through your several paragraph long post to get to the main point.
- Begging or Bribing: The worst thing marketers can do is beg or bribe potential followers or customers. No matter how bad a day you are having at your business or organization, desperation does not win points with anyone. We have become so accustomed to the “drama” that floods our social media news feeds; that we tend to forget that there is no place for it in marketing. Bribing followers with freebies is just as bad. It comes off has been desperate and having little faith in your product, business or cause.
- Hard Sell vs. Soft Sell: The time honored marketing technique of soft selling continues to hold true on social media. Keep your posts light and friendly. Add some humor (G-rated, of course). All your posts do not have to be entirely focused on your product, business or cause; as long as they are relevant in some way. Be creative and think outside of the box.
- Engage with your followers: Remember to always engage with your followers. If they like or comment on a post, acknowledge it; preferably within a reasonable amount of time. Even if the comments are negative, respond in a courteous manner. By no means, delete them. Comment (using your business page identity) on other pages; whether they be suppliers, national brands and even local competitors. Nothing appeals more to your followers than maintaining a sense of camaraderie within your community and industry.
I hope you find these tips helpful. There are many more that I could add. However, a girl does need to keep some secrets.
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