Probably the most common mistake entrepreneurs make is to think about social media as a time suck or unavoidable evil. Yet, it’s actually a modern day TV channel, newspaper and magazine that every business owns (Jay Baer). Negative mindset and attitude has never kept those afloat!
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When it comes to marketing and mindset, there’s really only one guideline to follow: Always aim to giving away the best you can. This applies to what you’re posting on social media, as much as it applies to every other piece of content you’re putting out there: blogs, emails, videos, photographs, courses…
Probably the most common mistake entrepreneurs make is to think about social media as a time suck or unavoidable evil. Especially if you haven’t fully understood the benefits of content marketing, you tend to think of it as a burden.
There can also be fear involved: “What if people are saying something mean about my business? I’m not exactly the highest authority on my field, what if someone thinks I’m a fraud, how do I respond to that?”
And doubt: “What I’m teaching isn’t so unique and it has all been said before. Why should I repeat it and why should anyone listen anyway?”
All this thinking creates is a negative attitude and mindset.
“Social media is the modern day TV channel, newspaper and magazine that every business owns.”
– Jay Baer –
When I was a teenager, we subscribed to magazines that had a Q&A column. If you were lucky, it took weeks or even months to get a reply when you sent them a letter to ask something. Probably 99% of the questions were never answered.
These days it’s a matter of minutes when you get an answer to a burning issue you have. It can be a how to or maybe an opinion, it can be right or wrong and it can make your situation even worse, but someone is always there to give it to you anyway.
Looking at the situation from the perspective of an everyman media mogul, what do you think would have happened with the magazines back then if the stories, reports and Q&A’s were written from the place of fear, doubt and frustration? I don’t think they would have lasted very long on the market, do you?
So if this is you right now; struggling with or avoiding social media, but knowing the importance for you business, here’s what you can do.
Shifting the Mindset
Step #1 Evaluate
Conduct a strategy meeting. If you’re a solo entrepreneur it’s easy to schedule one.
Discuss and write down all the negative concerns you and your team have about social media. You have every right to have those, but you also have an opportunity to turn them around.
What are you afraid of? What can you actually do about it when or if that fear emerges?
Ask the basic questions: What’s in it for me? By giving, what do I get in return? Answer the questions from everyones’ perspective, too.
Knowing what to expect and what is the reward keeps the overwhelm and worry at bay.
Step #2 Engineer
Second step is to reverse engineer your overall marketing plan based on the business plan, and determine the role of social media on it. That’s how you can determine the investments and commitment required as well.
You need to define your goals and key metrics to follow before you can decide on how much time you can reserve on executing, what is the budget, how do you use the budget: do you delegate or outsource or hire someone to assist you, what tools and technologies you should use and so on.
I suggest you ask for help from someone who already knows the process and can explain the time constraints and requirements to you, rather than spending an excessive amount of time figuring it out from multiple resources.
Step #3 Engage
If you have a team, you need to engage them, too. Make sure they understand social media is a part of your marketing strategy and their assistance would benefit them as well as the business grows. The very least they must do is to follow the guidelines you’re giving them on how to present the company they’re working for.
Step #4 Execute
For you day-to-day operations, in addition to your plan you still need a couple of things at hand.
The first one is your mission statement, which indicates who you help, how do you help them and what is the outcome.
When you need to decide on an action step, what to write about or whether you should share someone else’s content, you just ask yourself ”Does this help my client to achieve what they want?”. There’s your answer.
I’m also suggesting you keep a checklist of the best practices on the particular platform you use. It gives you security and frees up space on your mind for more important things.
Make it a habit to create some content same time every day. Ideally it’s in the morning, but it can be any other time, too, perhaps lunch time suits you better.
What’s important is that you’re feeling relaxed and positive. Before starting out you can read or listen to something that inspires you, for instance a quick podcast.
If possible, keep away from everything that might have a negative impact on your mood, such as email or social media conversations, until you have created your daily piece. The magnitude of it isn’t relevant, it can be anything from an email, quick tip or quote to a full blown article, infographic, video, audio, mindmap, checklist… anything that helps your client achieve what they want.
Then share the piece with your peeps.
This exercise gives a feeling of accomplishment and that sets the tone of your actions and conversations for that day.
People are already talking on social media, whether you’re listening to it or not. It’s not under your control. What you can somewhat control is the response that comes from inside your business.
Choose to speak from a place of opportunity to solve problems instead of duty or obligation, align your messages with your mission statement and you will do great.
This article was also published on Linkedin Pulse
PS. Feel free to reprint it and share with your peeps in an email newsletter, your blog etc. Just add the byline
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