Social media offers endless, invaluable opportunities to expand your audience and solidify your brand. With so many possibilities, it can be overwhelming to determine how to use social media to most effectively grow your business. There are now more social networks than ever before, and algorithms are always changing.
Great news though! The main social networks available today offer incredible marketing opportunities for your business and so much of it can be done at little to no cost! As your go-to expert for practical, easy-to-implement, results-driven tools and strategies, I’m here to help make your journey as simple as it is successful.
These five actionable tips focus on using one key tool that is a “must deploy” if you want to really grow your presence, your visibility, your business, and your impact. What’s this supercharged tool, you ask? YOU!! Yep, your authenticity is the key to connecting with your audience, building your brand, and paving the pathway to success. When what you are communicating is truly and authentically you, you will generate long-term relationships and establish loyalty with your target audience in powerful ways. Here’s how:
Nearly everyone is on some social media platform these days. If you want to cut through the noise, connect with your ideal clients, and create a high-converting marketing machine, you’ll need to clearly define your brand values, your brand voice, and your brand identity so that you can craft connective content that speaks directly to your target audience in a way that is authentically and powerfully you! How do you do that, you ask? Start by getting crystal clear on your why!
When I’m working with my coaching clients, this is always task number one. Your why is your ultimate driving force. It is both your fuel and your anchor—it propels you forward, and it keeps you centered. Being clear on your core why not only allows you to create connective content that speaks directly to your ideal client, but it also gives you an inexhaustible, replenishable, on-demand source of strength, resolve, drive, and focus, which will come in handy on your journey of entrepreneurship.
To find your why, pause and reflect: What drives you? What’s most important to you in life? Why is that thing so important? Do you know? If you haven’t yet done so, take time for introspection. Dig deep and gain clarity. The clearer you are on what drives you, the easier it is to define your brand values, your brand voice, and your brand identity—all of which are critical for creating high-converting connective content.
Your why is also the foundation on which you differentiate yourself from competitors with similar skills, knowledge, passions, products, and services as you. So think about it: Why do you do what you do? Why do you offer what you offer? What makes you different from the competition? Why are you the best person to help your clients solve a problem, alleviate a frustration, meet a need, or make their lives better, easier, or more convenient? Why should clients choose you?
As a great mentor of mine says, “Carve a niche so tight that only you fit in it!” When your business is a true reflection of you—your values, your voice, your mission, your passion, and your why—then your audience will feel an authentic connection to you and to your brand. They will connect to the principles, values, beliefs, and priorities that your brand was built upon and reflects, and they’ll eagerly and excitedly do business with you!
We’re constantly flooded with ads and promises from companies, which can start to blend together and look the same. Who is offering what? What’s the difference between products and services that are virtually indistinguishable?
In this case, it’s YOU! Show the you behind your business.
That’s right! Pull the curtain back on your life a bit. Let people journey alongside you in your day-to-day activities, as well as in your business endeavors. Letting people see the real you will help people connect with you on a deeper level, build relationships, and establish trust.
On my own social media channels, I love to give my followers a peek into my personal life when I know it’s something relevant and relatable. Because I intentionally cultivate my social media accounts to be supportive and authentic spaces, I know my followers will connect when I share both my victories and my challenges. If you’ve done the work to clearly identify your why and reflect your authentic self in your brand, then it should be easy to find personal stories that your followers will connect with.
While ads can be a key strategy to build your audience, your clients and potential clients will connect with your stories much more than just a product ad, and your stories are far more memorable. Just make sure that the glimpses you give in to your life align with your brand voice, brand values, and brand identity so that you remain congruent and your clients and potential clients can connect you back to your business!
Social media can help take your business to the next level and grow your client base — and it’s not just because it provides a chance to advertise your services and increase your name recognition. It’s also a chance to educate and inform and to show that you’re a valuable resource.
One of the most effective ways to achieve this is by offering free, high-quality content on social media. This is not only a fantastic way to generate new leads and interest in your business, but it also builds your credibility and authority and it allows you to add value from a place of service first (all of which increases your “know, like, and trust factors” exponentially!).
Get creative with the free content you offer! You can offer tips and tricks, checklists, resource lists, customizable templates, and any other piece of content that provides value, is relevant to your brand and your business, and is something that your ideal clients would actually use and benefit from.
As you know, each social media platform is different. Be sure to offer free content that is tailored to the platform on which it appears. After all, what you post on Twitter won’t be the same as what you post on Facebook or Instagram, and none of those will be the same as what you post on LinkedIn or Pinterest. Before tackling all the platforms, first identify where your target audience is. Meeting your ideal clients on their preferred platform means that clients are already waiting for you, which enables you to connect and build relationships that will ultimately increase your client conversions.
Once you’ve identified the platform where your target audience is most prevalent, align your content and it’s delivery with the platform. LinkedIn allows you to deliver longer-form articles that establish credibility and authority and can position you as an industry leader. Pinterest remains important for your business because it allows simple, direct click-throughs to your websites and other social networks. Twitter lets you post announcements and engage in quick conversations. Facebook lets you post longer messages, so it’s great for delivering casual, but more detailed, content. Facebook and Instagram are both great platforms to amplify your content via images and videos. Facebook and Instagram Lives are powerful ways to deliver content that establishes authority and fosters connection. Facebook Live also offers a great opportunity to host webinars or discussions with other experts. Besides showcasing your expertise and putting a face (and voice) to the name, videos often net greater engagement, so using videos is a powerful tool!
When providing content to your clients on your various social media platforms, remember to hone in on your target audience, ensure that you are offering content that is fitting to the corresponding platform, and continue to show your value by educating and informing. If you put these keys together, your clients will benefit and your “know, like, and trust factors” will continue to grow!
And, if you’re new to managing social media for a business or it’s just not your strong suit, I go into even greater depth on this topic in my book, Unlocking Your Superpower: 8 Steps to Turn Your Existing Knowledge Into Income. My book comes with a free downloadable workbook with activities and worksheets to guide you through these strategies step by step!
When you post connective content, your followers will engage with you. Take the time to engage with them! Start conversations with them. Ask questions! Comment on their posts. People love to feel like they’re part of a community, and you're in a position to create one where everyone feels like a valuable member.
Part of fostering a community where everyone feels valued is to ensure there are avenues where they can provide feedback. Listen to feedback from followers and clients alike and respond to their comments — whether they express concerns or praise, and whether they are expressed via email or social media. Everyone wants to feel heard and respected! And you will empower your clients and your business by showing that your clients’ thoughts and needs matter.
People are drawn to passion and energy, so make sure your social media presence captures your enthusiasm for your product or service, your company, and your clients! I’ve already mentioned the importance of developing an authentic brand voice and brand identity, so ensure that your voice comes through in your content. Tone, voice, and word choice matter. What words and phrases do you regularly use that create an authentic connection with your audience? Do you greet your followers in posts or videos with, “Hi there,” or “Hello My Friends,” or “Hey Tribe!” Remember, your following wants your authentic you, and while enthusiasm looks different for everyone, as long as your excitement is genuine, it will be contagious.
If there’s one thing to remember, it’s that while social media is always evolving, there are some things that will never change. People will always crave brands built by real people, solving real issues — people they can see and learn from. People will always want authenticity, enthusiasm, and practical, tangible, easy-to-implement tips and content that helps them grow.
By following these steps, you will continue to build your following (and therefore your potential client pool!) in organic ways. Social media is a powerful tool to help you connect with your clients—the key is to be authentically you! Remember, I’m always here to help and provide guidance along the way.
Visit my website to connect with me and learn more about upcoming workshops, events, and coaching opportunities. I’m honored to help thousands of people globally reach their goals while making a positive impact in the world.