Just as social media means different things to individual people, the same applies to small business. I suspect if you lined up 10 small business owners and asked them about Facebook, social media and digital marketing, you would get 10 different takes on the subject.
Now, diversity of opinion isn’t necessarily a bad thing, but the problem in my experience has centred around the strategy and its execution.
Small business owners are time poor. In addition to serving customers, they need to keep business punching ahead, manage staff performance, and try to think of innovative ways to engage with people, whilst at the same time squeezing a few micro seconds of ‘personal time’ for themselves.
So, when it comes to managing their social media profiles, aka Facebook etc, it’s usually a case of posting nothing, or, pumping any rubbish, sorry, I should say content through their pages. It’s at this point that Aunt Doris’s pikelets get their moment in the spotlight. After all, you’ve got to post content, any content as often as possible, apparently!
Sure, content is king, and so is posting regular content on your pages. Facebook likes that and so do your followers, but the key to it all coming together is combining consistent posting with ‘good engaging content’.
Now, let’s get another fallacy out of the way. Good engaging content does not mean 15 paragraphs of riveting, hold onto your seats type of writing. In fact, doing that is probably the kiss of death for your page. Engaging content can hit the mark with one sentence, as well as a paragraph or two depending on the topic, type of page, and whether the post is part of a series or some advertising strategy.
Engaging content connects perfectly with visual tools such as eye catching images and video. It connects a business to its clients and draws them into conversations, or simply puts ‘the message’ regularly and consistently in front of them.
The successful strategy needs to have:
1) an actual business page with good base content,
2) regular posting,
3) active engagement and prompt responses, and
4) ’Good Engaging Content’.
So, as delicious and mouthwatering as Aunt Doris’s pikelets might be, it isn’t going to cut it in terms of having an active, vibrant, and engaging page. Just don’t tell Aunt Doris I said that.
Present Professionally helps time poor small business owners engage effectively with their customers through professional and engaging content, and advice on how to present their business to maximise these opportunities.
Present Professionally serves customers across the Darling Downs and South East Queensland. You can follow Anthony at https://au.linkedin.com/in/anthonyferro1 or view details at www.presentprofessionally.com.au and LIKE us on Facebook @ https://www.facebook.com/PresentProfessionallyAustralia/
Written and Published by www.presentprofessionally.com.au