Adam Franklin, social media speaker and marketing manager of Bluewire Media, told sister publication The Adviser that business owners should avoid over-thinking social media. Instead, they should use it simply to “complement, enhance and amplify” what they’re already doing.
“Just tackle one thing and don’t feel like you have to go all in; you don’t have to be on social media all the time,” he said.
He suggests that business owners establish a “lead magnet” that continues to pay off over a long period of time. A one-page pdf that outlines information for prospective clients that users can access through a link on Instagram or Facebook is one idea.
“[Business owners] have knowledge that is useful to other people, so they [business owners] package that up into something that is easily published online and easily shared.”
“It is really, really powerful because people continue to find that and download it and share it with their friends and read it and that's all happening over and over again, even though the [business owner] has only actually published it once.”
Business owners can also stay top of mind by utilising Instagram to post photos of their day, or use Instagram stories (an Instagram function which allows users to post photos or videos which then expire after 24 hours) to let people in on the “behind the scenes stuff” of a business owner’s life.
“In doing so you actually accelerate the process of them knowing you, liking you and trusting you.”
Facebook is another useful tool as business owners can create groups in which they can communicate with their clients, post updates and foster a sense of community. Business owners can also conduct Facebook Live video sessions, wherein existing and potential clients can ask questions.
Mr Franklin emphasised that social media doesn’t need to be difficult but that business owners new to social media marketing need to overcome fears of social rejection.
“If you’re putting your ideas out into the marketplace, we’re human beings so we’ve got this natural fear of rejection and… you can acquire the skills to learn how to do a Facebook story really easily, but it's overcoming that discomfort of putting yourself out there [that can hold business owners back].”
Adam Franklin will be speaking at The Adviser Bootcamp Digital Marketing on 22, 24 and 29 August, together with digital marketing and SEO experts, on how business owners can use social media, YouTube and email marketing to attract more business.