Feeling flat with social media? Consider these tools your long lost friends
The social ‘scape right now is shifting.
New releases for the ‘gram feel like an almost daily occurrence, Twitter’s been bought by Elon Musk, and, do people still use Facebook? I mean, Meta? (Feta?)
I’ve been feeling pretty uninspired with social media as of late, and if my feed is anything to go by, I’m not the only one. Many of us small business owners are feeling the strain to share new, better, different, trending, salesy, not salesy content, minute after minute.
But is the social media mill truly helping your business grow?
Whether you’re in Camp Yes or Camp No, ask yourself:
Is social media bringing you joy?
Is the content you’re producing fun, exciting and aligned with your business values?
Or are you just churning out content for the sake of the algorithm gods?
If this is ringing bells and you’re suddenly feeling lost, consider this:
Try to avoid keeping all your eggs in one (digital) basket.
We all know that our social feeds could disappear in a puff of smoke at any time. But there’s a whole treasure chest of tools at your fingertips to help your small business thrive outside of the scroll…
→ This is a 2-parter, with 2 tools to spruce up each month. Up first…
1. Email marketing: the number one golden goose
The stats out there to support email marketing are astounding, but many of us forget the powers of a cracking email.
It’s noted that for every $1 spent, you can generate up to $42 in return. Yep, that’s a whopping 4200% ROI (return on investment).
Our inboxes are an intimate connection zone, ideal to nurture your audience in a way that feels personal and direct.
Now, there may be 4 billion daily email users, but I know they’re not all on your list. It’s a privilege to land in someone’s inbox, the hard part is getting them there, and then keeping them there.
Top tips for email marketing:
1. Why should they sign up?
What can you offer as an incentive to join your list? Freebies make us feel special.
If you can find a sore spot that your target audience desperately wants fixing, and then offer the fix to them for free, what do you think they’ll do?
2. Think: why are you showing up in their inbox today?
Let’s face it, our inboxes can easily become overwhelmed by a sea of spam.
We’re bombarded with content all of the time, so aim to make your emails a joy to receive by making them useful, easy to follow and value-driven.
If you lead every email with value first, your emailees will feel like they’re getting the support they need from you, as well as feeling heard and understood.
What problem can you solve?
3. Keep emails short, sweet and personalised
Aim for one CTA (call to action) only, we’ll only get distracted if you give us too many things to do.
What’s the focus of your email? It could be: Book your spot / Shop this product.
And if your email marketing platform allows (which most do) make sure to make use of the ‘first name’ function. Show your reader this is for them, and only them.
4. Your business is unique, so be unique!
Don’t get too hung up on ‘same-as-everyone’ templates. They’re great when you’re starting, but a unique design will make you stand out.
If you want something different but don’t have the design know-how, I know a brilliant designer that can help. *wink*
5. Find a structure that works for you (and stick to it)
Routines and consistency help your clients and customers connect with your brand.
If you send out your email each Friday, they’ll learn to expect it each Friday, so try your darndest to keep it up.
And with the contents of the email itself, having a repeatable structure will make your life so much easier.
Here’s a structure I developed for a client of mine:
Mini blog post on one topic (3 points max)
Any other news
2. Your website: don’t let it get dusty
When was the last time you updated your website?
It’s easy to treat it as a one-and-done thing, but regularly tweaking and updating your site not only helps boost your SEO (search engine optimisation), but it makes sure it’s always supporting you.
If you’re working hard in your content marketing to get people to your website, make sure to impress them when they get there.
Top tips for a wicked website:
1. What’s the primary goal?
I recently had a website review with Jess from Spring Society Club and it blew my tiny mind. I’d unintentionally created a website packed with multiple options for the viewer, which in turn, made it confusing. It gave off the impression that I wasn’t confident in my offering.
It’s important to look at your website as a tool to support your business goals. This may be to buy your products, to book a service with you, or to encourage email sign ups.
Whatever the primary goal, make it obvious and remove as much distraction as possible to enhance your chances of conversion.
If there’s too much decision or too much fluff, your customers won’t get the best experience and will likely click away for something else.
2. Sprinkle your voice everywhere
The words you place on your website help you rank on search engines (we love Ecosia), so make them count.
But we're not talking about keyword stuffing, we’re talking about tone of voice.
Yes, keywords are important, but you can use them in a way that represents your unique way of communicating.
It’ll help create trust and excite the right audience, making them feel like they’re in a place made for them.
Great tone of voice will draw your audience into the world of your business, and indirectly sell your product by showcasing what your brand is all about.
Less obvious places to sprinkle your voice:
Your 404 page
Headings and subheadings
Your navigation menu (Can ‘About’ become: ‘Our journey’?)
Everywhere there are words
P.S. If you need help with your tone of voice, book a Big Chat with me.
3. Make your branding pop
We love branding around these parts, and your website is an ideal place to immerse your customer into your brand’s universe.
Keep your design cohesive on every page – that’s colours, fonts, logos, photography style – to generate recognition and make you memorable.