The power of social media can be transformative for your business, but as a business owner you have to be careful how you spend your time.
We all only have 24 hours in a day and when you’re the one calling all the shots, sometimes social media can be last on the to-do list.
Understandably so, because it’s always been difficult to judge the true ROI on social media.
But what if you could have a bigger impact on social media, and spend less time doing it?
It’s possible. With some intention, focus, and dedication, you can expand your mission and grow your impact while spending less time doing it.
Identify your target audience and which platform they hang out on the most
While this may seem like a waste of time, it’s actually the most important step. Missing this step could cause you to burn out in the future, and we obviously don’t want that happening!
When I pose this question to clients, I often hear back any one of the following statements:
“My target audience is everyone!”
“I don’t want to exclude anyone!”
“But what if someone who’s not included wants to buy from me?!”
I understand that it can be scary to “exclude” people from your audience but it’s the most important thing you can do for you business.
Identifying your target audience helps you hone in on your craft and better help a specific group of people. It allows you to build trust, recognition and likeability with a target market that will continue to purchase from you and/or recommend you for years to come.
Key features to identify about your target audience:
- Who needs your product/service?
- What adjectives could be used to describe them?
- What do they struggle with the most?
- What characteristics, traits, and commonalities does your target market have? (Gender, age, location, job title, etc)
- Where do they spend time online? Blogs, podcasts, news sites, entertainment sites, social media, etc?
- That last question? That’s what’s important for having a bigger impact on social media.
Finding out which platform they spend the most time on is important because that’s where you will be focusing your efforts.
Yes, it’s great to be on every platform but for now we want to focus on the one your target audience uses the most.
Interact with your target audience on their favorite platform
You may be saying, “duh!” to this tip, but hear me out.
Have you ever heard of the saying, “build it and they will come?”
Let me give you a piece of advice: don’t believe that saying. We live in a day and age where it’s just not as simple as build it and they will come.
You have to put yourself out there. You have to interact with your target audience.
And no, that does not mean you need to constantly sell to them. What it does mean though is that you have to be genuinely helpful to these people. Offer free advice, ask them questions, listen to their answers, comment on their profiles, celebrate their wins...you know what I mean.
By doing all of these things, you are building a brand with your target audience. You are proving to them that you 1) know what you’re talking about and 2) want to genuinely help them.
Remember that every post has a purpose
Each piece of content you post on social media, whether it’s a post on Facebook, a tweet on Twitter, or an Instagram caption, you should ask yourself these three questions:
- Is this building my brand?
- What is the purpose of this post?
- Is this post adding value to my target audience?
No matter what, each piece of content you share needs to fall in line with the questions listed above.
If it’s not a brand building post, why are you posting it?
If there’s no purpose other than you feel like you have to share, why are you posting it?
If the post isn’t adding value to your target audience, why are you posting it?
This doesn’t mean every post needs to be a super meaningful revelation, not all pieces of content need to be that, but they all should have a purpose.
The next time you start to schedule social media content, consider answering those three questions before posting.
Batch processing is doing similar tasks all at the same time, so you aren’t flitting from one task to the next. No matter what type of business you have, I bet you there are similar tasks that it makes sense for you to do all together, versus separately and scattered.
Are you ever browsing on Facebook and then suddenly look up and realize an hour has passed? Don’t worry, it happens to all of us.
That’s why I try to be intentional about scheduling my social media or interacting with others. I’m not perfect of course, but I try to do similar tasks (like scheduling social content) in one big chunk of time instead of trying to plan it out each day.
But, at times it’s best to interact live on social media, so when I need to do that I set myself a timer. I use an iPhone app called MultiTimer to keep myself focused.
Share your content. Multiple times.
People often fall into the trap of thinking you can only promote your content once on social media.
But I’m here to tell you that’s totally wrong! You need to share your content multiple times and on multiple platforms.
Here’s the truth: Everyone does not see every Facebook post, Instagram photo, tweet, or Pinterest pin. In fact, they probably don’t see most.
We’re all inundated with media and content all.day.long so the probability that everyone that follows you sees all of your posts is zero.
You’re allowed to re-share your content multiple times. Use a tool like Edgar to recycle content, or create your own spreadsheet that has pre-written pieces of content (like I do, see a screenshot below!).
Remember that the purpose of building up your brand on social media isn’t to have thousands of followers, but it’s to authentically and genuinely connect with your ideal target market.
I’d much rather have a small group of followers that know, like, and trust me compared to a large group of people who rarely interact with anything I post.