I get frustrated when I see small businesses exclusively using social media and even email marketing to announce sales, offer coupons, boast of deals, etc.
The 80/20 rule is that social media should be 80 percent non-promotional. What you post -- the type of content -- should be consistent with your brand. So if all you ever do is desperately ask your audience, friends and clientele to spend money that's ALL you're known for. Congratulations, you've just branded yourself. Sadly, you might brand yourself right out of your business, because that's NOT why people tune in on social media. (Unless your small business is a coupon blog!)
Guess what else? People will tune you out and turn you off if everything you do appears self-promoting. Congratulations, you just lost fans and potential business. Because if it looks or smells like an ad, it just went in the garbage. And because you sound like a broken record. Desperate. Uncaring about the relationship, which is really what matters when it comes to connecting on social media.
What else can turn off people from your social media posts and email newsletters? Stock photos and graphics and flashy images that look like....ads.
Marketing isn't advertising. Marketing is relationship-building and storytelling. Marketing is editorial.
Keep tuning in! I'll be publishing tips on how you can tell stories, build relationships and keep your clients and potential customers tuned in!
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