How to use social media to maximise your business

By Richard Fletcher, Magic Sauce Marketing

Social media is an invaluable resource for getting the attention of potential clients and signing up new people to courses and mailing lists. But creating the right sort of content is nowhere near as easy as you might think it is. On Facebook, Instagram, and Twitter, there are always countless posts, old and new, that fight for people’s limited attention. When you’re an entrepreneur with something to sell, it can be difficult to know how to cut through the noise and make yourself stand out.

If you use your social media profile correctly, this can translate into a wide sphere of influence and a big influx in sales. But so many people get it wrong. I know plenty of business owners whose social media is saturated with positive posts and inspirational memes, in an attempt to replicate the engagement achieved by big-name influencers. However, unless you already have a large following and adoring fans, this sort of content just won’t make an impression.

Motivational posts are all well and good, but they offer nothing unique or valuable to a potential client. Not only are these sorts of posts very much old news nowadays, but they also offer no incentive to the viewer. The average social media user will likely see a hundred similar posts in a single day. Your 101st will simply not be memorable.

It’s important to remember that, in some cases, social media posts are the first thing a person learns about you and your business. Do you want that first impression to be a cookie-cutter “never give up post”? Or do you want the viewer to remember your content, want to see more of it, and come away feeling like they’ve learned something about your business? I know what my answer would be.

The good news is that there is a way for you to improve your online presence, and turn your profile into a strong, recognisable brand. The basic formula is fairly simple. You just have to find a way to make it apply to what you do.

Entertaining

People get bored of always seeing the same old thing on social media, and you should use this to your advantage. There is so much unexciting and repetitive content out there, that if you find a way to stand out from the crowd you’ll be much more likely to make a favourable, lasting impression on your followers. Posts that are either funny, eye-catching, or thought-provoking are always going to be far more memorable than lukewarm motivational memes. So make your posts entertaining and engaging, and aim to not only grab but keep your potential clients’ attention. It’s important to bear in mind that social media is not just about being seen; it’s about being remembered.

Unique

It’s true what they say: if you come up with something first, you’re unique, special, maybe even revolutionary. But if you’re beaten to the punch, you just become a boring imitation. So put some time and effort into whipping up your social media posts, and try to think outside of the box.

Creativity can work wonders for your brand, because it makes you both memorable and recognisable. I don’t think I need to tell you how valuable these two things are. Once you find a style that works for you, stick with it, and make sure to keep putting out content that is visually appealing or written in a distinctive style. People will start to notice when they come across one of your posts, and that will make them want to see more.

Valuable

Content on social media often has a very short shelf-life. The online world is enormously fast-paced, and if you don’t do something to keep your potential clients engaged and happy then you are going to get left behind. So offer people something that is valuable to them, and that will make them want to learn more about what you do.

This could be advice on how to increase online sales, or information on how you make your handmade products. Whatever it is, just make sure you don’t give away too much. You need to give people a taste of what they want, and make them come to you to get the full meal.

Credible

This is a big one. Credibility is one of the most important things an entrepreneur can have, and it’s important to convey your integrity to your followers whenever possible. I’ve found that testimonials and reviews from clients are some of the most valuable posts you can have on your profile, because they provide proof that what you do actually works. This is very appealing to potential clients, who very often want reassurance that they will get the results you have promised at a worthwhile price.

As long as you always deliver your product or service to the highest possible standard and go above and beyond with your customer service, you should always be able to get enthusiastic testimonials from your clients that will help to draw new people in.