Did you know every time your ideal client interacts with you via social media, it is technically a micro-transaction?
Every time they laugh or agree with you or say YES to something you are doing / teaching / sharing, they are doing a micro-transaction with you.
The more micro-transactions you build, the stronger your relationship gets.
And with one of the trendiest social media platforms today being TikTok and the “micro” video marketing element this platform brings, how can you leverage that to get your clients to say yes to you more?
Want to watch the video where I explain this? Click here
In this blog, I am covering how social media builds your authority and which platforms are needed for every phase of your business.
At the end, I’ll share my top 2 secrets to get started.
The expected global number of social media users is estimated to reach 3.4 billion in 2023 according to a recent study from Statista.
Knowing that social platforms are growing daily, and that people go to social media to connect, find, and learn more about things that interest them - how can you miss out on showing up and being there for your clients?
As one of the most used, assessable, free, and most versatile ways to drive digital marketing, brand building and ultimately sales, social media plays a MASSIVE role in all your business efforts.
As you evaluate your use of social media, you'll have to really understand your landscape, your audience, and question why your consumers would be following your social accounts.
Ask yourself, What value am I giving? How am I positioning myself in regard to what my audience will need from me?
Social media is about connecting. It is a vehicle that allows you to build the right relationships and nurture a community you can leverage. It can open up yourself and your business to new ways of servicing / working with and selling to your clients.
You can drive the conversation in an environment where you are building the LIKE, KNOW, TRUST factor, but also encouraging feedback and client testimonials (building your EARNED media element)
At its core, social media marketing has the ability to bring a new kind of exposure and interaction to your business.
It is an opportunity to hear from your customers.
They'll share things directly with your social channels, or ask questions that might help you identify WHAT WORKS AND WHAT ISN'T WORKING.
You as a brand can participate in discussions that are relevant to your industry and ESTABLISH CREDIBILITY.
Today's savvy consumers are spending more time researching brands and products before spending any money. With an active social media presence, you'll allow customers to indirectly advocate for you.
You'll also begin to develop a community and a community is an important tool for driving awareness to your business. This community will become your warm or buying audience.
A question I ask our clients is: Do they know what the real purpose of Social Media actually is?
Everyone always says:
“To put content about my business out there”
“To sell & market to clients”
“So I can share more about myself”
And yes it is all those things. But mainly, it allows us to connect in a world where things are very disconnected right now. Then you take it further by using the right strategies to build on that connection and make the sale.
Most social media platforms are in essence search engines.
Think about Instagram. If you were looking for a nutritionist that specialises in organic and vegan foods, how would you find that person?
You would go to Search and put in those keywords, right?
What about YouTube? Looking for ways to create a new recipe? You type in the specific keywords and search, right?
People search social media and Google the same ways. You need to implement similar tactics when it comes to how you put yourself and your content out there.
But, this is also quite dependent on the platform you choose to play on.
There are so many to choose from and this is why some businesses are culling their presence on the wrong platforms.
The right platform is where your clients are.
It's impossible to be active in every social media channel, so you'll have to select the ones that make the most sense for your business.
Learn what content works best for which platform and how to engage and interact with them based on their preference for that platform.
Similarly, learn what different ways there are to interact with the audiences on the chosen platforms.
Facebook groups and Instagram Stories with polls or questions, LinkedIn Masterminds or groups.
Try to make it as easy as possible for them to work with you.
You can sell via your Facebook or Instagram. There are now shop in place and I have a client who just launched an online course with no Website and made $10k in pre-sales, just through using stories and DM’s. So it is possible.
I would suggest no more than 1-2 platforms to start with and to really build a strong audience and community.
You want to be able to give as much as possible. Spreading yourself too thin is unnecessary and ill-advised.
Here are my top 4 platforms:
(This is for the average business owner who can do the basics on their channel when it comes to content creation and building themselves as part of their brand)
Really learn how to best utilise those platforms.
The events on Facebook & LinkedIn is a great way to build a new audience and expose your business with interesting “activities” for your audience to attend.
Videos, and especially the hot trend of reels right now on Instagram, TikTok and of course YouTube, is how you showcase your personality. It builds that LIKE, KNOW, TRUST factor with your audience and shares value. It educates them around the product and service you offer without outright selling to them.
Who right now is on more than 2 social platforms? Let me know in the comments which ones you are on and why you chose that specific platform.
Are you perhaps wondering which platform is the right one for you?
Let’s look at the main ones.
I have a great video where I explain the basics and the strategies TikTok uses, that you can use in your business.
Why is TikTok so popular right now?
It entertains with easy to consume content. Those 30-60 seconds videos where people are dancing, lip-syncing or giving quick bursts of knowledge, is easy to consume and sometimes memorable. It’s even more valuable if it makes your audience laugh.
Some accounts have become really smart with how they use TikToks or reels. They show their knowledge and value to their audience and then drive IGTV or other content to build on that. Only then, do they sell to their audience.
Instagram is still a leader for content. Whether it is content in long videos, like IGTV. Short videos, like reels or stories, and photo’s or carousels on the feed or grid.
I would say Instagram remains a top channel in my mind as most people are on it, understand and consume the content on it and it’s easy to share.
But as a business, you need to utilise it.
Add an easy to vote option for a new product colour you might be working on.
Show a behind the scenes reel of a day in the life of the product getting made.
Then do an IGTV where you explain product benefits, results and upsell.
The next big video content platform is of course YouTube. It’s a massive search engine and information-sharing platform where people teach, share, and entertain.
This is a great option if you have either a product or service business and you want to create more value. You can showcase what your audience can potentially get from you if you are service-based. Or how to use the product and how it can make their lives easier if you have a product-based business.
The tech side really isn’t that complicated. With today’s smartphones, good lighting and phone apps, you can do almost anything.
The best networking and skills sharing platform is definitely LinkedIn. Building your expertise and network is worth its weight in gold.
Those are people you can work with, collaborate with, leverage their expertise with your audience and so much more.
Facebook is still a major player in the social media arena, but if you are just on it to make friends and repost the meme of the day, you aren’t using it right.
What is most valuable, is the groups. This is where you build a warm audience. You nurture them with value and then you build connections that can lead to sales, testimonials and referrals.
Twitter is a very different player. It needs hot topics, short conversations, high interaction and engagement.
Pinterest is also a major search engine and platform where people are sharing information and value but does need very specific strategies and the right type of content. People on Pinterest are going there to find info / tips / quick tutorials and not be sold to, so you need to guide them through your funnel in very intentional ways.
Ultimately people are on social media looking for entertainment and information, so outright selling to them won’t work. Yet with the new Facebook and Instagram shop features, you can build in subtle selling to move your audience through your sales funnel.
And that would be my top secret for using your social media the right way.
Statistics show that social media will become a top channel for purchase, instead of just discovery in 2021.
“Social media platforms like Facebook are making it easier for consumers to go from discovery to purchase without ever having to leave the platform, creating a simple and seamless path to purchase.”
This also means brands need to have the best content, the best experience and know-how to interact with their clients on the right social platforms.
My winning formula for social media is this:
Choose the top 2 platforms that are right for your business and your audience. Really work the elements of that platform to work for you.
Have a content strategy so you can share value and educate before you start selling, and even then, sell smartly.
Integrate the shop features where possible to create EXPERIENCE and seamless interaction for your clients.
Get your face and voice on your social channels so your audience can get to know you and say yes to you. Build those micro-transactions and create connections.
Are you still feeling stuck with it comes to social media and not sure what strategies to use and implement? Or simply don’t have the time to spend figuring out content and videos and how to engage? You can contact us, and we can do a strategy session and social media audit with you, or we can simply do it all for you while you focus on what's important in your business.
Head on over to the Work With Us section and complete the contact form.
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