Strategy . Design . Marketing
Hey guys! I know how nerve-wracking it can be to sit in front of your computer or phone screen, type out a message to your audience on social media, only to pause… wondering if you’re ready to hit the “Post” button.
So, today, I’m going to provide some clarity on what kind of content you should be sharing on social media, so you can feel more confident going forward!
It’s easy to second-guess yourself when one small mistake on social media could be seen and judged by prospective clients. But don’t let that stop you. The benefits of sharing content on social media greatly outweigh the hypothetical “Oh shit!” moments.
Just keep in mind that there are 12 common mistakes that entrepreneurs make on social media. Familiarize yourself with what they are and then you won’t have to worry about messing up.
Instead, you can focus on using social media to get in front of the right people, make genuine connections with them, and close more business!
I have some handy tips to help you share content on social media that does just that. Oh, and you’ll find a quiz at the bottom of this post that’ll help you choose which social media platform to use!
One of the reasons why social media marketing can feel so overwhelming is because there are just too many platforms to choose from and they each cater to a different kind of content and audience.
Should you summarize your thoughts into 280-character tweets?
Should you create instructional videos for YouTube?
Would your followers want to pin your content to their boards?
Here’s what I’ll say to that: Forget about the outliers for now. Keep it simple. If it feels unnatural or like too much work, then the platform isn’t right for you.
Baila Studio, for instance, primarily uses Facebook because that’s what works best for them:
Choose two or three social media platforms you’re comfortable using and that you know your audience is on. Start with those and you can expand later if you find that your community needs you there.
Pro Tip: When managing more than one social media channel, don’t do it manually. Use a social media planning tool to automate the tedious stuff.
It doesn’t matter which social media channels you end up on. You’ll have a little bit of space to tell your story and make your pitch either in the Bio section or on the About page.
The first thing to do is to decide on imagery. If you’re selling a product, your logo belongs here. If you’re offering a person-to-person service, then your face needs to be there.
Copywriting coach Elli is a good example to follow:
Her photo feels youthful, positive, and engaging. It’s a perfect choice for the line of work she’s in as well as for the Instagram platform.
Her bio also does a great job of quickly conveying what her mission is and what she has to offer interested clients.
Just as Elli has done, make sure you put a link in your bio to drive leads to — like a lead magnet or sales funnel. For Elli, this goes to a page built specifically for Instagram leads and the actions they most commonly want to take on her site:
Generally, you want to aim for an 80/20 split when it comes to sharing content on social media.
80% of it should be non-promotional in nature. This usually means sharing content or quotes from other sources. Because it’s not about you or making a sale, this helps you build authority as someone who’s “in the know”.
Take, for example, this post from personal trainer Maxine Grossman:
Although she could’ve written a post of her own that said:
“If you’re feeling cooped up right now, why not exercise outdoors? Not only do you have more space to workout, but sunlight and fresh air do wonders for your energy and metabolism!”
Instead, Maxine decided to share a post from a credible resource that had nothing to do with her business. It’s just helpful information for her followers and clients.
Then, there’s the 20% of your social media content that can be promotional.
Keep in mind that your followers will quickly grow tired if you push the same sales pitch on them when you have the opportunity to do so. So, think of ways to creatively promote yourself.
Maxine does this as well on her Facebook page:
It’s basically a free workout tutorial, which is helpful for attracting leads, growing her followership, and giving current clients even more value.
When it comes to social media, your audience doesn’t want to see your website regurgitated bit by bit. They don’t want to follow a voiceless, soulless bot either.
You are the face of your brand, so it’s the one people need to see and your voice is the one they need to hear on social media.
Remember: People buy you. Your services or products come second.
You’re in the business of forming relationships regardless of what you sell, so you should treat your social media marketing efforts that way.
That’s one of the reasons why the majority of content you share needs to be non-promotional. How can you expect to build real relationships if all you’re doing is having a one-sided conversation that’s all about “Me, me, me!”?
Here are some things to keep in mind:
If you want to see some examples of how to do this, visit the Instagram page for counselor and coach Dawn Wiggins:
In addition to sharing a great mix of inspirational and useful content, she always takes time to thoughtfully respond to her followers.
Now that we’ve looked at what you can do to share content the right way on social media, it’s time to talk about where you’re going to share it.
But rather than prattle on about your options, I wanna shake things up a bit and turn this into a fun activity.
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Ashley Gadd is an award-winning digital marketing strategist, graphic designer, and educator who helps clients turn their squirrely ideas into captivating and strategic brands that convert. Blending her background in nonprofit marketing with her education in design, Ashley offers customer-centric brand experiences that connect the visual and strategic dots to give her clients the tools to build a sustainable and profitable business they’re proud of.
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