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“You need to show up more!”
“Keep posting if you want to get noticed”
It’s advice I keep seeing as I scroll through Instagram or listen to podcasts about growing my small business. I know it’s right. I understand the logic that if I’m not there to be seen, no one will see me. It’s not rocket science. But why am I finding it so hard to show up!
I’ve always had a love/hate relationship with social media. I’ve had a personal Instagram account for 10 years and posted a grand total of 222 times. A 3-year hiatus in 2017 was broken only by the realisation that I should probably post about my marriage. Even then, I posted 3 months after the event. I’ve never tweeted (or X’d – what’s the verb these days?), I find the obligatory “proud to announce” landscape of LinkedIn to be awkward, and I’ve neither Ticked nor Tocked – nor do I ever intend to.
I’m also acutely aware of the damage that social media does to our mental health day in and day out. Even the benign content fuels our addiction to scroll and as stepmum to a 15 year old girl, I’m so conscious of the potential for damage within social media platforms.
I have, however, found solace, kindness and friendships in Facebook groups at difficult junctures in my life and I’ve found the encouragement to start my businesses and grow my skills thanks to some inspirational Instagram accounts and podcasts. In amongst the dubious side of social media I know it can be a very positive force and that’s what’s kept me from closing my accounts over the years.
It’s also where my customers are, so I need to get my head around how to reconcile my personal feelings toward social media with the need for my business to show up. From conversations I’ve had with other small business owners, I know I’m not alone in trying to work this one out, so I wanted to write this blog to explore some of my thoughts on the topic.
Social media isn’t essential
Although this blog is about how to use social media, I did want to state the obvious (though controversial) point that it is not an essential element of a marketing plan. If the thought of sharing anything online brings you out in hives, then take a breath and step away from the Instagram grid. There is no point in exhausting yourself mentally and taking hours to create content that doesn’t feel natural to you – the business benefits simply don’t stack up. You’re far better off channeling that energy into something more positive.
The most important thing in any communication plan is that you’re clear on “who” you’re talking to and “what” you want to tell them. Just because lots of people are on social media it doesn’t necessarily mean that it’s the best way to deliver your primary message, nor is it the only place you can reach your potential customers. Think more broadly about how else you might have the biggest impact – maybe through print media, email marketing or in person events.
If, however, you’re sure that social media is the best place to reach your audience and deliver your message, and you’re happy to give it a go, then there are still ways to make it work for you. These are all the things I intend to do as I build up my business’s social media presence.
Pick the social media platform that you enjoy the most
This bit of advice comes with a massive caveat which is that the platform must be relevant to your audience first. If you’re selling mortgages to retirees but your favourite social media platform is TikTok then this advice is of no use to you. If, however, you’re targeting a broad demographic who use most social media channels, then this could work for you.
Using the platform that you’re most familiar with will naturally be quicker and more rewarding. You’ll also know - as a consumer of its content - the styles that are most impactful. Another obvious benefit of this approach is that you’re being more focused rather than spreading your time thinly across multiple platforms.
Show up authentically
I listened to a Being Freelance podcast from 2022 with Estelle Hakner recently and something she said really struck a chord with me – “use it in a way that feels natural to who you are…..Treat it as you would an in-person interaction and…..if you’re not feeling very “people-y” that day then feel free to stay quiet”.
I love her thoughts on this because it means that your content can simply be an extension of who you are. I’m naturally introverted, so my in-person interactions tend to be a mix of observation, listening and then sharing a considered perspective on something. Someone else’s authentic approach might be more gregarious and spontaneous. Both are equally powerful and valuable in the social media space.
Build up slowly
There is no way on earth I have the time to post content twice a day, nor would that be particularly authentic for me. To have any sort of impact though I should probably be posting a few times a week at least. This is a far higher cadence than I’m used to on my personal account, so I’m not going to expect it of my business account straight away. I’ll just build it up slowly until I get into a rhythm that works for me.
Focus on generosity, not self-indulgence
One of the self-limiting beliefs I have around social media is that sharing my news or thoughts is self-indulgent. While thinking about how to approach my business marketing, I’ve found it useful to flip this on its head and think about my content as an act of generosity. My content is about my customer, not about me - using my account to share helpful information or tips or helping my customers feel more familiar with me by sharing a snippet of my day.
Outsource your social media marketing
I’m a big fan of using experts to do the things you’re less comfortable with or skilled at, and if social media marketing is a big part of your communications plan then it makes sense to take this off your mental load. There are some great social media management freelancers and agencies, or you could also consider using a virtual assistant who has experience in social media. I’m not a social media manager, but as a content writer I do enjoy writing social media copy for my clients, so you could also turn to a writer like me to help you with the words or the ideas. Turns out I’m just strangely incompetent at doing it for myself!
So, if you’re like me and you’re having to make a concerted effort to “show up” on social media, I hope some of these ponderings have been useful. I’m going to give my own advice a try and see if it makes a difference to my business and to my feelings toward social media. No doubt I’ll learn more along the way and I’ll be back to this blog to update it as I discover those pearls of wisdom.
If you’d like to see how I get on then please do follow my Instagram account and my Linked In account and I’d love to hear your tips for using social media in a way that works for you.
