One of the biggest traps people fall into on social media is copying big brands.
All too often I see one-man companies posting boring / corporate / generic crap.
Here’s a secret.
Most big companies are rubbish at social media. They post bland (but safe) corporate stuff all day long that nobody engages with.
They also have very different objectives and budgets to you. So don’t try to copy their style.
Here’s an example:
Coca Cola have 2.7m followers. The below post got under 4,000 likes and 160 odd comments (most of which were people bad mouthing Coca Cola)
This works out as 0.001% of their followers engaging with the post.
If you have 1,000 followers, this would be like you getting 1 like and no comments.
A total flop.
(PS: I have nothing against Coca Cola, this is just me illustrating a point and they were the first big company that came to mind!)
As a small business, you need to remember what your biggest selling point is.
Your personality and reputation are why most of your customers choose you time and time again.
So, don’t hide your personality on social media. And don’t hide the fact you are a small business. Use it to your advantage.
Know your target customer and speak directly to them
Whenever you create a post on social media, it’s important to aim it towards your target customer. (Or ideal customer persona ICP)
It’s best to visualise the person you are writing the post to as you create it. Write your social media post as if you were speaking to them in real life.
For example, let’s say your typical customer is a 60-year-old woman. (Let’s call her Audrey).
Write your posts as if you were speaking to her.
Don’t post a picture of a house you’ve just worked on with the comment ‘this is a vibe’.
Audrey is not a 25-year-old Youtuber.
And don’t say overly complicated things like, ‘I used an air assisted set up, with a 411 tip for this job. Light denib between coats’
Audrey is not a decorator…she doesn’t care about that shit.
Write in the way you’d explain it to Audrey in real life.
E.G. ‘This customer had rotten window frames with flaking paint, that could have potentially caused bigger issues. With the right preparation and paint I was able to restore these windows back to ‘like new’ condition at a fraction of the cost of replacement.’
Pick a platform
As a small business owner, you are already spread pretty thin.
And trying to keep up with 4 or 5 social media networks is nearly impossible. So, I recommend using the 80/20 rule.
Pick the 1 social media platform that you get the most decent enquiries from and spend 80% of your time on there.
The other 20% of your social media time should be spent keeping a basic presence on all other platforms.
It is important to keep on all social media networks because you never want to be completely reliant on 1 platform.
You never know which social media network to disappear into the abyss next. And you don’t want your business to go with it!
Experiment posting at different times
Depending on your target customer and the social media platform you are using, you could see a real difference in results just by changing the time of day you post content. (and the day of the week)
Remember, it’s not about posting stuff when it’s convenient for you. It’s about posting when your target customer is most likely to engage.
Try posting at different times of day for a couple of weeks and keep track of how each post does. You may find the results surprising.
PS: If you want more info on this, check out this blog: https://jmears.co.uk/2021/06/10/the-best-time-to-post-on-social/
Informative or entertaining
Before you post anything on social media, ask yourself this simple question.
‘Will my target customer find this post informative, entertaining or both?’
If the answer to this is no, then don’t post it.
You need to give your customer a reason to stop scrolling. And the only way to do that is to make it informative or entertaining.
Avoid bragging or posting to impress other trades
Bragging or talking in detail about the specific processes you used to achieve a certain finish is ok in certain Facebook groups, but it shouldn’t be on your main feed.
This sort of thing is of no interest to your target customer, so try and avoid it.
The final tip is all about how to write more engaging captions.
Try to avoid writing boring captions like ‘a few before and after pics of a recent job’
Write the caption like you are telling a story that inform your target customer about why they should use you.
There is a simple 4 step formula to do this.
Problem, enhance, solve, future pace.
Let’s say you painted a kitchen. Now, let’s use the 4-step process to create a more engaging caption.
Problem – Mrs Jones wanted to update her kitchen
Enhance – but the cost of replacement was extremely high
Solve – By using specialist paints and techniques, I was able to bring this kitchen back to life at a fraction of the cost.
Future pace – Now Mrs Jones is all set to host her friends and family for Christmas, in a kitchen she can be proud of.
Mrs Jones wanted to update her kitchen, but the cost of replacement was extremely high. By using specialist paints and techniques, I was able to bring this kitchen back to life at a fraction of the cost. Now Mrs Jones is all set to host her friends and family for Christmas, in a kitchen she can be proud of.
This simple structure allows other potential customers to put themselves in the shoes of your customer.
They can see:
- The problem you solve
- Why it needs solving
- How you are the best person to solve it
- They can imagine themselves in the new situation. (In this case, a new kitchen with their friends and family)
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