Not Everyone Likes Your Feeds
You’re active on Twitter. You’ve got your Facebook Page rocking with posts. You’re blog is updated as regularly as you can. So why…does no one care about your business on social media?
Unfortunately, no matter how necessary and successful some businesses may be, there is just no interest on your social networks. So if the masses are not attracted to you because you’re not a trendsetting hip company or work in a popular industry…what do you do?
Create Value
Whenever I’m working with a client, it always starts with value. So how are you creating it? Focus on what your information your customers want. Focus on content that will make them shine. Create information that they are searching for and give it to them. If you don’t know what this information is…ask. Maybe your best opportunity is just to answer questions. Whatever you decide, just make sure you are creating value.
Create Engagement
Most businesses spend their time on social media like it’s a radio commercial. They spend the whole time telling everyone how great they are and new products, and features, and blah blah blah. Social media allows you a tremendous opportunity to engage. Join conversations frequently and always try to help others.
Start Communities Around Topics…Not Your Business
Like it or not, the reality is that not everyone is going to care about joining a Facebook Page or LinkedIn Group for the local plumber or Lawyer or the 1000 other categories of businesses people don’t think about regularly. So instead of trying to create a community around you, start a community around a subject or an industry.
If you’re a landscaping business, no one may have an interest in your Facebook Page for you, but there may be an interest for “The Best Lawn Ever” page. This page could Focus on tips to make the best lawn in your neighborhood. No one cares about joining the Scott Bishop LinkedIn group. But there is interest about bringing local people active in social media. So I created the Chicago Twitter & Social Media group. Does every connection directly help me personally? No, and they’re not supposed to. But it is a group that has created value to many.
Be Active In Other Communities
Perhaps your business has no luck gaining social network members, but there is an industry group that has a bunch. Why spend time trying to bring them to you when they’re already housed for you. Spend your time being active and valued in other communities. Post information not about your business, but about the groups needs. Over time you will become a trusted and valued member.
Make It About You…Kinda
Have a tough business that most people think is a commodity? Make it about you, or at least your personality. Chicago deep dish pizza is a favorite in the Windy City, but pizza joints are a dime a dozen in Chicago. There are probably 500 different pizza businesses.
So imagine if you not only serve pizza, but you serve Domino’s Pizza. Now don’t get me wrong, I like Domino’s just fine…but other than New York I would imagine Chicago is the second hardest market for a chain franchise pizza business. Ramon Deleon (twitter) saw an opportunity to shine and decided to get creative. He took advantage of the tools available and inserted his big and sincere personality. He’s also masterful at making his campaigns about his customers. Ramon’s become bigger than life around Chicago, and more importantly, really selling some pies!
Focus On Monitoring
Spend less time trying to acquire numbers, and make contact with the folks who need your help. Monitor keywords on Twitter Search and other platforms that signal a need, then see if there is room to jump into the conversation and offer advice.
Not everyone is fortunate enough to work in an industry that naturally attracts the social media droves. But that doesn’t mean you can’t have success. Spend your time wisely and although you may have smaller numbers, you have attracted the ones that count.
This is DAY 10 of my “28 Day Blogging Challenge“
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Scott S. Bishop is editor for Real Time Marketer and a marketing strategist with a specialty in social media. He is an avid blogger and active across the net. He is @thescottbishop on Twitter
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