Posts

Why You’re Not Getting Results on Social Media

Social media marketing is a cost-effective way to reach a target audience. Yet small businesses often tell me they are not getting results on social media.

I help clients work through this type of frustration all the time. Here are some common reasons businesses don’t see the results they want on social media.

No Social Media Strategy

As a default, I like to work off of a strategy. But I am learning that the majority of people see that word as a negative. Jumping right into doing things on social media may seem like a great way to avoid the perceived pain of planning, but doing so sets you up for even more frustration.

Activity without an underlying plan has a slim chance of helping you achieve your goals. You need to take the time to define your goals and research the specific ways to use social media to move toward that goal.

No one has unlimited time. You need to make sure every second you spend on social media is moving you toward the goal you want to achieve.

Squirrel!

Social media platforms crop up and add features all the time. It is easy to get distracted by the latest option and lose focus on what you want to achieve. Yes, Clubhouse is growing in use, but is it a tool that moves you toward your goal?

Your strategy needs to be an evolving document that takes advantage of new tools that are a fit. It also needs to morph as you learn what resonates and what falls flat with your audience. The fast paced nature of social media means that you can waste less time doing things that don’t work.

Be Real About Your Time

I recently showed a client how to post to her new blog. I suggested that she post once a month, based on my knowledge of her goals and her time available to blog. She wanted to do more and committed to posting once a week. It’s been four months now, and there have been no posts.

Be real with yourself about the time and resources that you have to commit to social media. It is better to do what you can than to over commit. That just sets you up for a sense of failure and could really disenfranchise your target audience.

Another client spent his whole marketing budget on social media efforts in the first 3 months of the year. With social media, the effort is over the long-term. Short bursts are not effective. You are better off pacing your resources in a way that will allow you to sustain a level of effort over time.

Putting It Off

If you are like most small business owners, you probably really don’t know where you stand on social. You are afraid to ask about what’s not working or look into a strategy because you just can’t add one more thing to your plate.

I hear you! If you are not getting results on social media, I offer a 60 day online presence boot camp. In a short period of time, we’ll dig into what you are doing and come away with a plan that you can work with moving forward. None of us has time to spend on anything that’s not getting results. Let’s turn that around for your business.

Start Your Future Success Today

Guest Post by Robin Suomi, Founder of Startup to Growth

The business landscape changed in 2020, and savvy business owners adjusted. The entire nation went digital in record time, including small businesses. So what is the future for business?

Some people believe that once the pandemic is over we will go back to “normal.” If this describes you, please…just…stop.  Instead, start winning your future success today, no matter what the future holds.

How do you do that? Focus to basic business principles.

Know Your Industry and Competitors

Your job is to successfully manage and grow your business through COVID and the whatever-comes-next waters. Will there be another pandemic? I don’t know. Will there be another big disruption? I’m pretty sure there will be.

Regardless of what is next, start by staying current with your industry knowledge and know what your competitors are up to. Calendar time to read articles and blogs by respected authors. Ask yourself:

  • What new trends are emerging?
  • Are my competitors changing their services by offering new ones and retiring others?
  • Are they delivering their services through different platforms?
  • Are they beginning to schedule in-person events?
  • Are they raising their prices?
  • Are they introducing tiered pricing?

Use the knowledge you gain to adapt and pivot in ways that make strategic sense for you and your business. Hint: Just because others are changing their services or prices does not mean you should change.

Regardless, you do need to know what your industry and competitors are doing so you can make the best strategic decision for you and your business. Be flexible, informed, and ready to pivot quickly.

What New Business Skills Do You Need?

While we do not know what the “new normal” will look like, we do know that successful business owners need to have an extremely strong digital presence. In-person events and meetings will likely increase, and your digital presence will continue to be critical to your success.

You might be thinking you are too far behind the curve to have an effective digital presence. Hogwash. It is never too late to learn a skill that will help you compete successfully.

First, decide what skills you need. With the information you gained from reading articles, trend tracking and looking at your competitors, decide what skills you need to update or learn from scratch.

Consider:

  • Do you need to boost your impact by changing your digital marketing strategy?
  • Are you thinking of writing a book to become an undisputed expert in your field?
  • Are you considering launching a podcast and want to know how to market it?
  • How are your social media graphics? Can you use Canva to up your game?
  • Is it time to revise your elevator speech, so you shine in those Zoom calls?
  • How about sales? Is it time to finally embrace sales, once and for all?
  • Are you ready to investigate YouTube Live marketing?
  • Do you need to take a fresh look at your entire marketing strategy?
  • Your website is critical. Is it time to update it?
  • Are you ready to tackle Facebook and Instagram marketing?

These are all great areas for new business skills.

Be Prepared to Feel Awkward

Have you ever watched a toddler learn to walk? Within a few months they move from awkward to walking with confidence to zipping around the room at breakneck speed. That can be you with your new business skills.

Let’s use video as an example of a new skill. HubSpot reports that, “Explainer videos have seen huge success. An overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase.” How quickly can you say WOW?!  Biteable states that, “YouTube has the best ROI for video content, followed by Facebook and Instagram.”

Let’s say you have decided you want to dip your toe in the water and start using video. First, congratulations! I love that you are stepping up and using a marketing tool that is so powerful!

Keeping with the video example, let me set your expectations a bit. At first video will feel awkward and extremely uncomfortable! I am basing this upon personal experience as well as helping others through their first few videos.

You will be like that toddler learning to walk. However, with time and practice, you will soon master it and be the toddler equivalent of zipping around the room.

The same awkward feeling will likely occur whenever you tackle most new business skills. New elevator pitch? Ugh. Sales? Seriously? Yes, seriously. Properly armed with your new mindset and sales process, those first few sales calls and meetings are still going to just feel awkward. Do not give up!  Work through those awkward feelings because what you want is on the other side of awkward!

Find Trusted Resources to Guide You

There is a plumber and there is a plumber. You want the plumber who has a known reputation, and rocks at plumbing. The same is true when finding trusted resources for your new business skills.

You are reading a blog from a trusted resource right now.  Jill Kurtz of Kurtz Digital Strategy is an expert in her field and is one of my go-to resources when I refer clients out for digital strategy.

How do you find other high-quality resources for writing a book, podcasting, graphics, elevator speeches, sales, YouTube Live, marketing strategy, your website and Facebook and Instagram marketing? You can check out your local chamber, review reputable websites and ask friends for referrals.

Another resource you can check out is MEG (My Entrepreneurial Group) membership, an affordable resource Startup to Growth launched. Members get on-demand access to educational videos produced by trusted subject-matter experts. The videos cover the topics discussed in this blog, and we are adding more videos regularly. On the near horizon are LinkedIn, creating your newsletter and a video about women-owned business certifications. MEG allows members to expand their knowledge base on their own schedule and at their own pace.

Create a Plan

It is time to put a plan in place.  Survey your industry and competitors, decide which skills you want to refresh or learn from scratch, be prepared to feel a bit awkward at first, find trusted resources to guide you, and put your plan in place!

These steps will let you start winning your future success today. I wish you much business success in our ever-changing small business world!

About the Author

Robin Suomi, Founder of Startup to Growth, is a small business coach who believes that success is rarely accidental and that results require action. She has worked with thousands of small business owners through business planning, individual and group coaching, training and membership programs. She helps her clients realize their dreams their way. If you have feedback or questions about this post or about MEG, connect with her at robin@startuptogrowth.com.

What I Do

This year I was the marketing sponsor for Sterling Women, a business networking group based in Northern Virginia. In this video, leader Cindy Battino and I chat about what Kurtz Digital Strategy does.

This pandemic year has brought highs and lows both personally and professionally. But, I am grateful for my business network for helping make it all work!