Stop chasing directions – News Couple
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Stop chasing directions


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What’s trending today on social media is old news tomorrow. I remember this fact at the dinner table with my two teenage daughters. The conversation is usually like, “Hey girls, did you see this funny video that went viral?” My girls replied, “Dad, that was two weeks ago.”

I don’t pretend to be on top of the latest trends, and if you own a small business, you need to stop focusing on social media trends and instead plan a social media strategy. Too many entrepreneurs are trying to get cute with their posts and just jump in on the fun. Newsflash: It doesn’t help you close more business.

If that describes you, think about some of the hashtags or TikTok videos you’ve created and ask yourself, “Did my sales increase because of this popular post?” I’m willing to bet the answer is no. There wasn’t a single person who became your client because your work was affecting the color of a dress or publishing a Bernie Sanders glove.

The only time it makes sense to use a popular theme is when that theme fits your brand. If you own a clothing store, talking about the color of the dress makes sense.

What is your brand?

What are you trying to communicate online? What does your marketing calendar look like for next year? These are the questions you should ask yourself.

Always start by understanding your brand. Social media should be an extension of who you are as a company. Before you start getting content out, find out the answer to this question. Your brand can be defined as your product or excellent customer service. It is not enough to say what your brand is; You should eat, sleep and breathe your brand.

I remember the funny scene in the movie dwarf When Will Ferrell’s character gets excited about the sign in the local diner’s window that says “World’s Best Coffee.” Know your brand and push your brand on social media.

However, what you communicate with online should have a purpose. Let me warn you not to use your social media only for promotion. You need to follow the 9-10 rule when it comes to social media. This means that 90 percent of your content should be valuable to your current and potential followers and only 10 percent is promotional content. This is where a lot of small businesses fail on social media. Too much self promotion and not enough value.

Related Topics: Define Your Brand Identity in 3 Steps

What is the value to your followers?

First, ask yourself who the target demographic for your business is. How do you connect your target demographic interests to the products you sell without appearing as promotion?

Let’s say you own a bait and craft store. You sell supplies to people who like to go fishing. In this case, most of your online content should be centered around articles and videos that give advice to your potential customers on catching their next big fish. When you start building followers who are interested in content, you use 10 percent to promote your products.

Related Topics: 10 Laws of Social Media Marketing

Plan your marketing calendar

When you look at the year ahead, what do you want to promote throughout the year? Develop a strategy that complements your overall marketing plan. Look at sales from the previous year. What products were popular in the winter months versus the summer months? Or what products do you want to promote more in certain seasons to increase sales?

These are all ideas that big companies follow every year. Learn from the big companies that have huge budgets. This promotion I took advantage of in August as a consumer, it was probably well thought out and planned the year before. The social media team was part of that marketing strategy.

New to social media and looking for more inspiration? Try checking out the national holiday calendar and see if you can create content or promote specific products or services around the dates on the calendar. Try to ask yourself what your potential customers think of the year and how you can connect with them on social media.

Bottom line, it’s time to stop interacting with your social media and be proactive in the new year.

Related: 8 Simple Ways to Make Social Media Work for Your Business



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