If what you’re sharing on social media doesn’t directly relate to your business services or business industry, ask yourself why you feel “this” content should be shared on your business page? In chatting with some new clients wanting social media support, they each wanted to make sure we shared inspirational quotes and recipes along with info about their services, courses, products, and how they help people. Why? Because they see others doing this and think it works to draw attention to their page.
But, are those following you on social media for the recipes and quotes actually buying your products and services? Maybe. Maybe not. A tasty recipe for chocolate chip cookies may be yummy but it probably isn’t doing much for your waistline or business’s bottom line.
Here’s what these businesses aren’t thinking about: Each post shared on each social media platform has an ROI. If the biz owner isn’t researching, copywriting, doing the graphic design or scheduling the post to the social media, then each of these behind-the-scenes steps are expenses to the business because they are hiring someone to do these things for them.
Marketing expenses are part of doing business. But is expensing part of your marketing budget to share a recipe or quote a smart way to spend part of this budget?
Here’s the litmus test: Would you spend marketing dollars to take out an ad in the newspaper or radio or even a roadside billboard to share a quote or recipe? Probably not. Would you be a guest on a podcast and when the host asks what you’d like others to know, you share a recipe or a quote? Again, probably not.
So, why when you have a platform to talk shop, to teach, to freely give info that is helpful to others, to invite others to subscribe to you list, would you tell them how to prepare lamb chops?
Yeah, when it’s framed like this, it’s a head-scratcher…and a missed opportunity for you…and them. You may have answers to the questions they have about what you do and what you sell but you’re keeping this info from them.
If you strongly feel you must share quotes and recipes, do it on your personal page. Or make a Pinterest board because on Pinterest there is no social interaction. Pinterest is one giant bulletin board.
On the other social media platforms where interaction is possible, share things related to what your business does, how others are impacted from working with you or buying what you sell, or how your product/service makes their life better/easier/different, etc.
Your bottom line will thank you. All of your efforts to stay focused on what your business can offer to others, will start to pay off and you’ll see more people reaching out for your products and services.
These “fluff” types of social media posts aren’t serving your business as well as you think. Sure, you’re posting consistently but sharing the wrong content isn’t doing much for your business…or those you’re trying to serve.
