Social Media can feel like one of those things, that if you don’t understand it – you really don’t understand it. Many business owners see wild success and want to replicate it for themselves, without really understanding what it took to get there and what can actually be achieved, hoping it will magically elevate their brand and solve all their problems. However, social media can only amplify what’s already there—it can’t transform a flawed business.
You Can’t Polish a…
No amount of social media marketing can salvage a product or service that falls short of customer expectations. If you’re promising cold sparkling water but delivering lukewarm tap water, social media will only highlight your shortcomings.
Listen to your market and hear what they have to say. Whilst some businesses are successful because they innovate, the majority of business exist because of market demand. If your customers aren’t biting it’s time to take off the business owner hat and listen, make continuous improvements, and deliver on your promises. When your products or services are genuinely good, social media can help you showcase these strengths.
TL:DR – Prioritise quality and consistency.
Authenticity Over Hype
Consumers today are more discerning than ever. They can easily spot inauthenticity and overhyped marketing. Social media is about building genuine connections and trust, not creating buzz for something that doesn’t deliver.
Keep your objective about connecting with your audience, rather than pushing your product or service onto them and you’ll go further for longer – address real and relatable pain points, demonstrate your experience and expertise in videos and by sharing your story or stories. Encourage conversations, answer questions and engage.
TL:DR – Be genuine and transparent.
Social Media Is a Tool, Not a Miracle Worker
While social media can get you in front of a large amount of people online, it can’t replace a holistic marketing strategy and it definitely can’t go further than you yourself have set as a goal. You are the core driver of your business so if you don’t know what you short and long term goals are, where you want to stand in the market, who your core audience is and how they best like to be reached – you’re going to have limited success on social media
Use it as part of a comprehensive marketing plan that includes email marketing, SEO, and traditional advertising. Align your social media efforts with your overall business goals for maximum impact.
TL:DR – Integrate social media into your broader strategy.
The Right Audience, the Right Message
You aren’t your audience, and what you WANT them to do vs what they will ACTUALLY do can sometimes be two very different things. It’s our job as business owners to meet our audience where they are with a message they want to hear – not what we’re telling them they.
Be honest about what your business offers and communicate your unique selling points clearly. When customers know what to expect, they are more likely to be satisfied with what they receive. Be clear and honest about what your business offers. Use social media to communicate your unique selling points and manage customer expectations. This way, when customers come to you, they know exactly what to expect and are more likely to be satisfied.
TL:DR – BE realistic about your audience and their behaviours.
The Reality Check
Social media is a powerful tool that can really drive your business’s visibility and reach. However, it can’t fix fundamental business issues. It can only amplify what already exists. If your business is struggling, address core problems first before heavily investing in social media. Ensure your products, services, and customer experiences are top-notch. Then, use social media to tell your story and connect with your audience authentically. This approach will create a solid foundation that social media can effectively build upon.
Remember, social media can brings customers a-knockin’ but if the ads is better than the business, things will go downhill fast.
