Social media is like taking the concept of “word of mouth” and attaching an unlimited amount of megaphones to one another. What is said online can be echoed across the world.
Upon consulting with many small business owners and coaches, there seems to be a common misconception and philosophy about social media. This specific philosophy is one that owners, especially in the health and fitness niche, often embody in order to destroy their business’ credibility. The philosophy is this:
The more platforms that we use, the more people that will see our content. The more people that see our content, the more people that will trust our brand. The more people that trust our consistent brand, the more sales we will inevitably get.
A skim read through this philosophy probably would not raise any red flags for those who are not experienced with social media - but in the eyes of a marketer, this philosophy is RIDDLED with MISTAKES.
Let’s break this cookie down into easily digestible bite-size chunks.
Cookie Crumb #1: The more platforms that we use, the more people that will see our content.
The egregious error in this is the assumption that people will automagically see your content.
Unless you have sales funnels in place and phenomenal search engine optimization tactics at play, there is no way that this is true in any sense.
Placing content on the internet and expecting everyone to see it is like throwing a plain rock into a dark echo chamber and expecting people to know where the rock is. It can be echoed all around, but...who wants to find a plain rock in a dark echo chamber in the first place?
In order to amplify the presence of your posts and have them be shown to more people for free, you need to have likable and shareable/high-quality content.
A more truthful statement would be:
The more platforms that we post likable and shareable content on, the more people that will see our content.
Don’t get me wrong, placing content on multiple platforms is a great strategy but only if you are posting likable and shareable content that people search for or could use regularly (relevant) and posting content that is congruent to that platform (more on congruency in this presentation that I did. Congruency applies to every business in every industry). Along with posting content specified for each different social platform, the frequency of high-quality content posts should keep people both educated and entertained on a weekly basis.
Pragmatic Bite #1: Are you tracking how many people see your content on each social platform?
If I was unable to convince you with words alone, then seeing those numbers for your own business may be much more convincing. Tracking can be utilized by placing the designated pixels on each page of your website that your social media content steers people to. For example, the Facebook Pixel can allow you to measure how many people visited your site and how long they stayed, which allows you to optimize your content and re-target those visitors who showed the most promise. Heck, contact me here and I could even set it up for you so you could see the numbers for yourself.
Cookie Crumb #2: The more people that see our content, the more people that will trust our brand.
As mentioned in the previous crumb (hungry yet?), posting content that is congruent to that specific social platform is imperative. Along with the content needing to be congruent to the platform, it also must be congruent to/consistent with the business’ brand, or it can actually work AGAINST your brand.
For example, people will not trust a weight loss clinic that posts about all-you-can-eat cheeseburger spots. This seems like common sense when looked at from a high-level like how we’re doing here, but you’d be surprised at how many business coaches and health professionals with no political affiliation in their brand, post controversial political content or other content that people would not want or expect from those brands.
Let’s try this revision:
The more people that see our high-quality and congruent content, the more people that will trust our consistent brand.
Pragmatic Bite #2: You want to know a great way to see how effective your content is? Set up a system so that new clients or customers can mention how they discovered your brand. High-quality, congruent content is bound to attract new people. This is a huge factor in inbound marketing.
On to the last piece,
Cookie Crumb #3: The more people that trust our consistent brand, the more sales we will inevitably get.
Want to know what’s wrong with this?
You really want to know?
Well...nothing. This is correct.
Pragmatic Bite #3: I didn’t say the entire philosophy was bad. :) We only threw out the bathwater, but this is the baby that we should keep, nurture, and cherish.
In reality, if we were to combine all of these cookie crumbs, we could reverse-engineering the crumbling and see exactly how the cookie ACTUALLY crumbles.
We should arrive at a cookie/philosophy that looks like this:
The more platforms that we post likable and shareable content on, the more people that will see our content. The more people that see our high-quality and congruent content, the more people that will trust our consistent brand. The more people that trust our brand, the more sales we will inevitably get.
Pretty neat, eh?
Let me know if you enjoyed this tasty treat, I've got many more in the oven!