Stop Posting Just to Post: Turn Social Media into Actual Business

by Susalyn Bennett

For most small and medium-sized businesses, having a social media presence is not optional. Your customers are on Facebook and Instagram, and they expect the businesses they patronize to be there too.

But simply being on social media isn’t the same as using it effectively.

Many businesses fall into a familiar routine: someone realizes the Facebook page hasn’t been updated lately, so they quickly find something to post. 

The problem is that posting just to post isn’t a social media strategy.

Social media can do much more than generate likes and comments. Used strategically, it can keep your company top-of-mind, strengthen your reputation, introduce you to new customers and help generate business.

Start With the True Goal

It’s easy to judge a social media post by the number of likes it receives. But that’s not necessarily the best measurement of its value.

Suppose a homeowner sees posts from a local painting company several times over the course of a few months. She isn’t planning to paint her house now, so she doesn’t click, comment or share. Six months later she decides it’s time to have the exterior painted.

Which company is she likely to remember?

One of the most important roles social media can play for a local business: building familiarity before the customer needs you.

The same principle applies to dentists, restaurants, retailers, contractors, attorneys, real estate professionals, medical practices and countless other businesses.

Not every post has to produce an immediate sale. Collectively, your posts should make your business more recognizable, credible and memorable.

Give People a Reason to Follow You

If every post says “Buy this,” “Call us,” or “Come see us,” people eventually stop paying attention. Include a variety of content.

Show your products and services, certainly, but also introduce employees, answer common customer questions, offer useful tips, share customer success stories, highlight community involvement, provide behind-the-scenes glimpses of your business and recognize what’s happening in the communities you serve.

Don’t underestimate the value of simply being helpful. A hardware store can explain how to prepare outdoor faucets for freezing temperatures. A dentist can share tips for protecting children’s teeth during sports season. A landscaper can explain when certain plants should be pruned. A restaurant can introduce the person who has been making customers’ favorite dish for 10 years.

Show the People Behind Your Business

One of the greatest advantages locally owned businesses have is something large national companies struggle to duplicate: real people and genuine relationships.

Use that advantage.

Customers enjoy seeing the owner, employees and familiar faces they encounter when they walk through the door. Employee anniversaries, new hires, customer stories, community events and candid moments can often be more engaging than a snappy advertisement.

Community matters. People notice which businesses support local schools, nonprofits, churches, civic organizations, festivals and community events. Social media gives businesses an opportunity to tell those stories without having to say, “Look how community-minded we are.”  Show it instead.

Keep the “Social” in your social media.  When customers comment, respond when appropriate. If someone compliments an employee, acknowledge it. When another local organization tags your business, engage with the post.

The businesses that tend to build strong social media communities are usually the ones that behave like members of a community - not simply advertisers trying to reach one.

Consistent, regular posting beats occasional bursts in activity. 

Instead of wondering “What can we post today?”, think a few weeks ahead and sketch out a plan for promotions, seasonal opportunities, educational content, community events, employee features and other stories worth telling.

Social media works best when it’s part of your overall marketing strategy including branding, website content, digital advertising, traditional media and community visibility.

The strongest marketing creates multiple opportunities for customers to encounter and remember your business.

For many small and medium-sized businesses, the biggest social media challenge isn’t understanding that it matters.

It’s finding the time to do it well.

That’s where Mansell Media can help.

We work with businesses to develop content that fits their brand, their customers and the communities they serve. That can include social media management, writing, graphic design, photography and video, website design and more.

The objective isn’t simply to fill a Facebook page with posts. It’s to consistently tell people who you are, what you do, why you’re different and why they should remember you when the need arises.

So before sharing your next post, ask yourself: Are we posting because we need something to put on Facebook today or are we building a reason for customers to think of us tomorrow?

If your business could use help turning social media from another item on the to-do list into an effective part of your marketing strategy, Mansell Media would be glad to help.  📞 601-339-2040 🌐 www.mansellmedia.net