Small-business owners often wince at the thought of their online presence, a condition I call “undiagnosed brand shame”. Symptoms include the relentless fear of potential clients seeing their profiles, unclear messaging, and the nagging sense that their social media is actively repelling clients.
The good news is you’re not alone, and there’s a remedy. Here’s how you can turn it around:
1. Ensure you have a clear brand and social media strategy
It’s essential to ensure you have a clear brand and social media strategy. This forms the foundation of your online presence. Without a solid strategy in place, your social media may become a chaotic mishmash of content.
You need not overcomplicate this. To start, ask yourself: Who do I serve? What are their pain points? How do I want them to see my brand (expert, fun, friendly, etc.)? Once you have these answers, think about the type of content that would provide value to these specific clients. Create four or five content pillars, such as tips, case studies, or personal insights, representing the kind of content you could create. Then map out a monthly posting calendar. Decide how frequently you wish to post and then cycle through your content pillars each day. You can then begin to brainstorm content ideas, ensuring your brand’s personality and tone of voice inform the content you create.
2. Invest in getting some incredible social media templates created
If it’s feasible for you, investing in professional social media management can save you time and ensure that your social media presence is consistently on point. If that’s not the stage you’re at yet, consider at least investing in templates to ensure your brand looks the part.
If you have amazing expertise but your brand looks sloppy, I’m afraid your customers are going to think your business is sloppy. People do judge a book by its cover, at least initially.
Having beautiful templates you can reuse ensures you are perceived as an expert and this will help bolster your brand’s credibility.
3. Make a social media rulebook
This is particularly essential if you are outsourcing your social media management to someone on your team. Having a document outlining your social media strategy and posting pillars, as well as linking to the templates to use, can offer clarity and consistency.
It’s also important to establish some ground rules for your brand’s online presence. Do you want your team to create lighthearted content, or do you prefer to maintain a strictly professional tone? Setting these rules and providing examples from other successful brands can ensure that everyone is on the same page.
4. Don’t brush off trending content
While it’s easy to dismiss trending reels and TikToks as frivolous, they offer significant potential for growth if utilised effectively. For instance, consider using audio that’s trending on the platform to showcase a video of your products or services. Or, experiment with the green screen effect to present case studies and examples professionally. Moreover, don’t hesitate to explore unique ways to leverage viral trends. Incorporating celebrity voiceovers or other popular trends can help inject your brand into viral waves, provided it aligns with your brand image.
Far too often businesses refrain from leveraging the power of social media because they don’t have these basic fundamentals in place. As a result, they’re holding their brand from reaching its full potential and missing out on a raft of opportunities. By carefully considering these steps and focusing on a strategic approach to your social media presence, you’ll be able to establish a strong foundation for your brand and effectively engage with your audience.
