I felt VERY compelled to write this because my phone is ringing off the hook lately. It's small businesses calling for help that are struggling and on the brink of good-bye. Some businesses are about to lose EVERYTHING they put into making their dream job a possibility to support them families.
It's heart-breaking. The truth is.. there really isn't any quick fix. I can think outside of the box and give you as many tips as I can, but the truth is: we're sitting ducks at the moment.
I'm a glass half-full kinda gal. Here lately, I don't even trust the glass. We're giving so much misinformation and everyone has an opinion, and people are now looking for ways to keep their head above water.
One call was more of a vent. They did the right things, they spend the Facebook advertising money, they posted every day and got 2 or 3 likes per post. They spent a lot of money on graphics that someone told them to purchase. They kept up 4 or 5 social media platforms. The conversation ended that they thought it was all for not. Was it???
I've been scrolling through various "leaders" in different industries just to gauge engagement. I looked at quite a few of my local small business social media pages, I looked at the famous celebrities who shared the same space as these small business owners. And here's what I realized:
The odds are stacked against us. I am UBER-intrigued by good content. Even if I know I'll NEVER buy a businesses services or product, I'm intrigued by their social media footprints with great graphics, great content that connects with me and I get a rush when I see a business doing social media at a high level of marketing.
BUT, I'm disappointed there are 3 likes on that post. The next has 6 likes. The next has 1.
You see, I have clients who want to give me a $1000-$3500 budget for social media marketing. I just won't do it. I WILL NOT SPEND YOUR $1,000 +ON PAID ADVERTISING. I am NOT your girl if you want to blow your money like that. I'm old school, sorry.
Yes, social media reach is VERY enhanced when you have a vast budget to spend. The algorithms are set up against organic reach. There's no money in pushing small businesses organically on social media. Money talks.
Think about it this way. Top advertisers on Facebook-- #Walmart, #AmEx, #HomeDepot, #Starbucks, #Wellsfargo, P&G, #UBER.... "Those top 25 businesses, according to the data, accounted for an estimated $2 billion of Facebook advertising spend, or nearly 3% of Facebook's 2019 revenues." That was 2 years ago!
If you paid your $1000 for social media marketing ads and you are a local bank, small insurance company, or an organic/sustainable coffee house up against these big names-- Would you even get a drop in the bucket of what these major corporations are generating? Do you think you can stand on 2 legs against a "Starbucks" in online conversion of new clients? Do you have the time & skill retargeting these clients you are spending your money on-- to reach what these top 25 businesses are spending to connect with YOUR potential buyer on every search? It's not money well spent. Why would big business pay the kind of money they are-- only to give you space in their market share?
"But Kelly, how do I connect with these people? I don't have that kind of budget. I'm doomed forever." The truth is, you aren't doomed forever. We need to go back to the basics of social media marketing and what that means. We are trying to engage potential business and create readership. You don't NEED to have 10,000 followers. You are creating a genuine experience.
While Starkbucks writes "Linda" on your cup (even when your actual name is Cindy), wouldn't you rather have a REALLY good cup of coffee from a local business who roasts their own coffee beans, has been to their suppliers farms, studied their coffee beans and knows your name is Cindy who brings her two boys in on Saturday? Maybe it's personal preference, but THAT'S what "true experience" looks like to me. Here's what we do:
Express your business in a creative, eye-caching way that your competition is not
Find other ways to create ORGANIC TRAFFIC to your social media pages, your website, focus on lead capture and make sure you follow up with leads IMMEDIATELY!
You might have 200 #followers on your social media pages. Focus on turning ALL 200 into dedicated clients. That would be a pretty nice (and realistic!) business structure.
Don't focus on creating business for a client you WANT. Focus your energy on creating business opportunities for clients who are genuinely interested in you.
I'll be a hypocrite for a second-- but if you are spending money, boost (through Ad Manager) content that is attention-worthy. Be strategic about what you are spending your money on for more exposure. But, don't be upset when you don't get the "leads" you were hoping to capture.
Most importantly, CREATE AN EXPERIENCE! You need to give every client service they will not forget. Give them service that they have NO CHOICE but to tell their friends about. Don't get a lead and let it sit there. They are already calling other businesses JUST as your got their contact information. Trust me.
Throw in a few great videos that educate your clients & help you get a little face time, and VOILA! Now we're talking about authentic business. Have you seen posts lately about clients promoting their favorite restaurant or small shop during the #pandemic? If you give people an authentic experience, they'll go to bat for you. Every. Time.
Am I Debbie Downer enough for you today? My point is, anyone can get you 10,000 impressions on your posts or ads. ANYONE-- trained or not! But, experts in the biz are focused on engagement-- we want CONVERSATION. We want someone to DO something with your ads-- call, text, email/message or to stop in your shop! We want you to share your AUTHENTICITY with the world so you AREN'T just another Starbucks.
For more, visit FB.me/StarkSocialMarketing
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