How do you introduce your business on social media?

Social media can sometimes be overwhelming. What should you say? When should you say it? In the following article, I’ll give you the exact strategy on how to talk about your business with maximum impact, in a way that doesn’t feel slimy or icky.

Social media is just like a meeting people at a dinner party or a new group of friends. While LinkedIn will tolerate a more “This is what I do, feel free to contact me” style, this never ever works! Imagine you’re at a dinner party, and someone thrusts their business card in your hand. Sure they will make an impression, you’ll remember who they are, but you won’t follow up with them.

What do you want from social media?

I remember the moment around 2007 when Twitter was starting to gain traction. At the time I knew what it was, I just didn’t understand why.

But the penny dropped when someone told me “its great for customer support

Fast forward to today, social media is a fantastic way to connect with either current or potential clients. In a sales or support capacity. If you’re dipping your toe in social media, a good idea is to focus on presales (marketing). I.e. getting your name out there, connecting & having a conversation with your client. Definitely NOT selling! Don’t confuse the two!

Selling vs Connecting – the difference is Touch Points

The research is varied, but generally most marketing types will tell you that it takes 7 – 15 interactions with your brand before a sale. What is an interaction? An interaction is any connection a person has with you. While it could be an email, a phone call, but think far more subtle. A Facebook posts, an article might appear on their news feed, someone might talk about you or mention you. These are all touch points

So, how do you increase your touch points?

Stay on brand

I get that you might love/hate Donal Trump and/or Joe Biden. I understand that you are full vaccinated / would never put that poison in your body, but here’s the truth – no one cares! I’ve never seen a post on social media where a person’s reaction was reversed by something they read.

People just don’t behave like this. Unless your business is specifically geared around politics or vaccines (pro or otherwise) steer clear. Its creating unnecessary attention and it certainly isn’t growing your business.

What if you were to actually help people?

Morpheus - what if I told you, with social media you can actually help people?

I know, crazy right? This doesn’t mean you give your stuff away for free. Have a look at Teal Swan on Instagram. Teal is an American spiritual teacher. Reading her Instagram feed you’ll see she shares insights, advice and learnings. What you won’t see is a sales page.

What should I talk about?

Literally anything, so long as its on brand. Some questions that might prompt you:

What is new / different about today?

New stock, new product, new supplier. How is today / this week different to yesterday / lastweek?

What sort of relationship do you want with your audience?

Are you their best friend? Are you the tough loving uncle? It doesn’t matter, so long as its consistent. You can’t be their best friend one day, and then drop some “truth bombs” or tough love.

Be congruent

Congruences means to be in agreement or harmony. “the rules may not be congruent with the requirements of the law”

Another way to phrase this is to walk the walk and talk the talk. If you don’t mean it, don’t say it. If it isn’t true, if you don’t believe in what you’re about to say 100% – then don’t say it.

True congruency is highly engaging. How are you feeling? Those moments where you’re too tired / afraid / stressed / overwhelmed / ashamed / embarrassed – makes GREAT content! What happened? Why are you stressed? More importantly, what did you do next? Your vulnerability, your honesty is inspiring! Share it!

What do you know that I don’t?

This is one of those simple, little questions that most people gloss over. A typical response is “no one wants to know that, that’s boring” Maybe? But how do you know?

In over 20 years of online marketing this is one of the most common mistakes businesses make. Assuming people don’t want to know.

The best time of the day to post is – now!

Again, this is another counter intuitive one, but its true. People often ask “should I post in the morning or the evening?” What day is best to post something?

The truth is that highly engaging, interesting content will always out do rushed, nonsense thrown over the fence.

The bad news is – how often should I post? And the truth is – a lot! Probably more than you’re posting now.

The optimum would be posting 3 – 5 times per week. I know that sounds like a lot, but there are ways to make it easier.

Incorporate social media into your schedule

Great social media content is like learning how to walk. Its painful (you fall over), slow, difficult until… it’s not.

Sure, a baby might get frustrated, even perhaps angry. But they always persist. You’ve never heard a parent say

Yeah, my son just never learnt how to walk

Said no parent, ever

The importance of likes, shares, views

Generally, these aren’t important. Sure, you want your potential audience to engage, but you can’t take “Likes” to a bank. Try paying off your mortgage with the number of shares.

If you want to measure its success, try tracking the number of conversations. How many people are responding? Does your content prompt questions?


Christian Payne is a technologist and entrepreneur with a passion for innovation. He has over 20 years of experience in engineering and product development across enterprise and consumer sectors. He has experience at both small start-ups and enterprise level generating +$2M per month. When he's not hard at work on his latest project, he spends his time involved in Men’s Support Groups, Leadership training and Mentoring.

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