A friend of mine, not long ago, introduced his father to dubstep.
We’ve arrived at an age where trends are so quick to come and go that the majority of the older generation does not bother nor know what is worth expending the time to invest in. I agree with my friend’s father that dubstep may be fleeting an unimportant, but social media however—is here to stay.
After having worked in a few places where I have consulted with clients regularly regarding a social strategy, I have noticed a trend (these are my opinions and do not necessarily reflect the opinions of Leadgenix) — Store owners and business owners who are approximately around the age of 45 or older give social media a very cold shoulder. The majority of them almost treat it like voodoo exclaiming they are not going to get involved in that weird stuff.
They know it’s necessary and a encouraged business practice, but of the many I have attempted to sway, they are stubbornly convinced they can’t learn it. These folks are usually very willing to pawn social media off to their niece or nephew who they assume (because he or she is young and on their phone a lot) will be a successful social strategist.
From the view from my window, it seems to me that Big Leap has a client here or there who has outsourced social media to us because they were not excited to have one more thing on their long list of things to do. I do not condemn these clients, I can empathize that learning how to do social successfully is difficult and takes a lot of time! However, I do want to talk about how just a little bit of collaborating about your social strategy with the firm you have outsourced to can turn your social sphere into something to be desired.
Networking savvy business owners know that business card exchanges, trade shows and invitations to connect on Linkedin are not the only ways to network. Even if staying loyal to such tactics may have proven prosperous in the past, you’re turning a new leaf and stretching beyond those.
Make a list of business that you would like to have a relationship with. Get creative. Think about what businesses offer a service or a product that goes hand in hand with your service or product.
Say I own an automotive parts retailer. I probably get asked frequently to recommend a good mechanic. Well… if you’re an auto mechanic it might not be such a bad thing to earn some of my kudos. Think about connections like these relevant to your industry and learn how to use them to potentially drive profitability.
Once you have list compiled, give it to your neighborhood friendly internet marketing firm. Have their social department tweet at these companies, post on their Facebook, share links with them, retweet links to their blog…etc. With your insight into the industry and their power to connect and communicate with the outside world- you can begin to see social media as a profitability driving machine witin a matter of a couple months.
Many small business owners are neck deep in finances, accounting, HR…etc. So managing a blog will most likely never be a priority. This is a shame because these business owners usually have firsthand relevant experience they could share with the world but usually just don’t have the time.
So happens your neighborhood friendly internet marketing firm also has a copywriting team. Many companies want to maintain a blog for the SEO value, or because it’s a relevant and current practice but companies with this perspective usually don’t have the desired readership.
Your blog has the potential to be a referral system. If you write ego stroking content about your clients, or anyone for that matter- that client or company is likely to share your content via social media or on their own blog. Because most businesses keep a close eye on their competitors via social media, companies in the same industry as your client (your client’s competitors) are likely to hear that you get the job done and are effective and efficient.
When you outsource social media and give no attention to it internally- you’re missing an opportunity. Internet marketing firms are great at posting relevant information about your industry along with news, updates…etc. However they have no insight as to what’s going on in your office unless you give it to them.
When you outsource, how is the world going to know who won the company softball tournament? Or what about the renovations that are happening to the second floor? It may sound like I am just being playful, but people follow you and like your page because they want insight into your company. Sharing a personal touch via social media reminds people that you are human and relatable. If you are exclusively posting industry relevant information it will feel outsourced and impersonal.
If you’ve outsourced your social media to a firm like Leadgenix, throwing your social efforts at them like it is a dirty towel for them to deal with will not get anyone excited. If you collaborate and strategize with them, that is where rubber meets the road. I have often heard my account manager verbalizing his hope to hear more from clients about their expectations so we can better serve them. If you are outsourcing without collaborating… start. You will double if not triple the value of your outsourcing experience when you have a good back and forth with your neighborhood friendly internet marketing firm.