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Why Your Social Media Posts Aren't Growing Your Business

Written by Lisa Morgan | May 09, 2018

social-media-posting

What’s the difference between doing your own social media as a small business owner versus hiring a social media service provider? Usually it’s the strategy.

This is not a debate about free versus paid marketing on social media. It’s about getting the social media post mix right so there is a purpose to even being on social media, and so that your business benefits.

We were recently doing a marketing survey for a new client, checking out the social media channels and presence for their top competitor. The Good News: the competitor had multiple social media channels claimed and semi-active. Bad news: the only thing they posted was the work anniversary celebrations for their team. Every team member. All year long. That’s it.

You’ve heard for years how important it is to see the faces of the company, to post about what your team is up to, and to make it personal. This is what we call “organic” social media, created from someone inside your company. It is the behind the scenes look at your business, and generally just having a conversation with your followers. 

This is such an important component of being “social” on social media. And it’s an angle that no one you hire for social media services can replicate.

However, when you're only posting smiling faces, you may find that something’s missing.  On your traffic sources report, are social media channels showing up as generating traffic to your website? Are your social media followers turning into leads, and then customers? Are you generating reviews for your social media channels?

These are all metrics that you may miss in your day-to-day posts, that a social media service provider can provide. In taking a 50-foot view of your business and internet presence, a professional marketer will craft a strategy to deliver key metrics for your business,  and in the meantime show ROI for the services they offer.

We all know that posting on the various social media channels takes a lot of time. So if you’re going to spend the time or money in your social media channels, shouldn’t your business benefit? Having a social media strategy (either carried out by professionals or yourself), will get you a very different result than continually posting photos of your team with their respective birthday cakes.

And it’s truly when you have a mix of the organic posts with the strategic posts that you have social media magic!

So we’re sharing four of our strategy secrets to ensure there is the right mix of posts to benefit your business, while still expressing the personality of your company.

 

Feature Your Team:

It's ok to post about Susie’s birthday, but make that post work for your web traffic as well. Include a link back to your website team page so the viewer can learn more about what makes Susie tick. This helps to build a relationship with your team, but also gets you a website visitor.

Bday-social-post

 

Share Services:

Believe it or not, your viewers DON’T know everything about you. Remind them what your business does, and does well. And don’t just tell them in a social post that goes nowhere – give them a link to click to learn more on your website, and they’ll be that much closer to your contact form.

Service-social-post 

 

Share Reviews:

Just because you have reviews on Facebook and Google doesn’t mean your prospects always see them. Reinforce your 5-star quality by sharing your reviews as posts on your news feeds. And then for an extra bonus, include reviews on your website so you can point social media traffic back to your site to read more, and to have proof for those prospects going directly to your website from search.

Review-social-post

 

Tag Strategically:

There are two types of hashtags – the fun punctuations on posts (think #TGIF), and the hashtags that can get you found when viewers are searching hashtags by topic (#CLThousehunting). It’s ok to use a mix of both for personality, but don’t give up the chance to be found. 

Hashtag-social-post

 

So, whether you decide to go it on your own, or work with a professional, aim to create a blend of human interaction and strategy in your social media marketing.


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Lisa Morgan
Lisa Morgan

Lisa works directly with clients to keep the voice of their brand clear in the cluttered world of the Internet and social media. With over 20 years experience in Brand Development & Consumer Marketing, she has worked with national retailers, manufacturers and entrepreneurs to create branded advertising and marketing initiatives. Her hands-on experiences as both a designer and account director allow her to develop a creative vision backed by structure and strategy.