When you think of social media, it often feels like you’re stuck in one place, waiting for people to notice you. That couldn’t be further from the truth.
You are like pollen, drawing bees to you – and the brighter your flower (your content), the quicker they come to snoop around. Even if they don’t actively pick you up, exposure is good – it sticks to their legs as they fly around, and if your flower was nice they’ll be back.
The goal is to get picked up by each of your visitors and carried back to their hive. To be one of the favorite brands of a customer is an honor and an accomplishment. Sure you can luck into it with a solid product and a good brand, but growth over a longer period of time takes careful marketing planning and execution to continue to be shared by all the bees buzzing around the garden of your city or neighborhood.
Think like a flower trying to get the attention of a bee.
Branding is key – you need to be memorable even if you only have a split second to make an impression. Without a solid brand and a cohesive strategy, people won’t remember which business they were looking at once they move on to the next. If you haven’t already, invest in developing a strong brand that carries throughout every single piece of material your customers will see – from storefront to product labels to color schemes inside your store t0 business cards and, of course, your website. Social media is part of this, too. Many people will see just a tiny square with your brand – make sure it represents you, and if they see a branded van rolling down the street with your catering crew inside, they should feel that spark of recognition “hey I’ve seen that catering company in my Twitter feed – I’m going to write down that number.”
In social media there is big business in snark and dark comedy, but not for a small business. Keep it light and happy, and don’t complain. Even if it’s about traffic – you might think that makes your feed more human, but negativity in any form is not something you want associated with your brand. If you’re feeling stinky when you’re crafting a post, maybe save that one for later when you have a sweet smell again!
Move with the breeze. Each day put your finger in the wind of social media and see what people are talking about – if you’re creative, there’s a way to catch some of that wind in your sail! Many times there will be a word game circulating around, like one I saw today –
Make use of these tags to amuse your followers by not only playing the word game but pulling your brand into it too. You sell hardware? Put the lyrics to Sledgehammer. You clean houses? Quote a little Iron MAIDen. Get it? Customers love seeing you have fun with your brand, and it makes it memorable.
Remember, your customers WANT to carry you with them. Give them good reasons to do it.