Marketing through social media is about building a platform to form relationships with clients. The immediate nature of social media helps clients feel like you’re listening to their wants and needs. Social media best practices dictate 80:20.
In other words, 80% of your postings should be information that’s useful to your clientele, while 20% should be devoted to self-promotion. You should only talk about yourself one-fifth of the time. However, many self-marketers can’t seem to help but focus on me-me-me—to the detriment of their businesses.
It’s time to stop talking and start listening to turn your social media platforms into the best content tool in your toolkit. We’ve listed the three main mistakes to avoid when it comes to self-promotion on social media. Avoid them and you’ll be on the right track.
1. Not everything needs to be about you
Take a look at the social media platforms where you host your business accounts. What kinds of posts do you see? If you scroll through and find that the majority are focused on yourself, you’re not going to get the results you hope for. Your social media needs to be a diverse source of information about you and your business.
You should have informational posts about your business, video testimonials, videos about your product, and photos of your company’s successes. It doesn’t hurt to mention a time things didn’t necessarily go your way every once in a while; it shows your clients that you’re willing to be transparent and that you’re a human being who makes mistakes!
But it can’t all be about you. Use your platform to promote and network with people. Regularly repost different things about your industry.
Highlight people doing good in your market, making a difference in your world. Not only is that interesting to your audience, but it helps you connect with fellow business owners in your area, which could lead to a symbiotic relationship!
2. Social media should be about your customer and what they say, not you and what you say
Sharing your information and thoughts on your market is important. After all, you’re the expert! But it’s important to place emphasis on your clients and their thoughts and insights as well. Throw out a question— like, what do you consider to be a deal-breaker for a home? Or what type of business do you want to see in the neighborhood?— and watch the responses pour in!
Everyone wants to be heard. Instead of posting about yourself, go on Facebook Live or do a live video on Instagram asking followers what they think you should post about or what they would like to see. Go through your comment section and read what people are saying and reply to their comments — this enhances relationships and engagement, showing people that you’re interested in what they have to say. You should be actively following clients as well, commenting on their success stories and funny things you see on their page.
3. Cut the negativity and impersonal contact
You’re a professional, so you need to post like one. Sounds obvious, right? I am sure you have seen several not-so-professional posts where your chin hits the floor and you’re saying, “did they really just post that!?” As a rule, don’t post about your bad day or how the business isn’t doing well. Don’t trash talk competitors or share negative articles about them. Don’t drone on about things you dislike. The goal is to grow a following, not compel people to “unfollow you” because you are too negative.
This also includes impersonal contact with clients. It’s nice to congratulate a client or wish them a happy birthday, but make sure that you do it on a personal level. You want to make your acknowledgment genuine and real so they actually feel appreciated. So, just stop talking about myself?
Self-promotion isn’t bad, as long as it’s balanced. You need the autobiography and cute pictures of your dog George to showcase the human in you. It’s very much needed to help create a personal relationship with clientele— but only to a point. Keeping it 80:20 makes for good business and a good base to create relationships. If you need help with making sure you’re not overdoing it with self-promotion, give us a shout!