Have you ever come across a company’s website or Twitter feed or Facebook and cringed? Was it riddled with constant “come look at us!” posts that you know nobody ever actually clicked? In fact, it’s likely that after the 20th such post you drifted away from the account yourself. It’s almost like these guys were actively chasing away their fan base.
You have to promote your business, it’s true. There’s a certain time for it, though, and you have to figure out when that is appropriate. Otherwise, you risk turning into that company that made you cringe so recently.
How do you tell when to back off and when to get in potential customer’s faces? It’s all about striking a good balance between acting like a business owner and a true human being.
A Good Balance
There isn’t a single person who thinks you’re a robot (well, maybe there is, but whatever). Everyone knows that behind that Twitter feed or your marketing collateral there’s a living, breathing human being just trying to make an honest dollar.
So there’s no reason to act like you’re a robot when it comes to promoting yourself. Acting super serious and professional is only necessary if that’s how you’re promoting your business. Otherwise, you might come off as insincere and, well, robotic.
Finding a good balance between business talk and “chatter” can take some trial and error. At first you’ll likely stumble a bit and either over-promote or under-promote. (I’ve followed plenty of Twitter accounts and then forgotten exactly why I did, because the person never, ever mentioned the business we had in common in the first place!) Eventually, though, you’ll figure out what works.
For your social media interactions, consider using a service like Hootsuite that lets you track everything you post on your Twitter, Facebook, Google+, etc. This way you can see all your old posts and an analysis of which ones have done well in terms of engagement. Knowing what stirs your audience can help you find the balance between shameless self-promotion and shy silence.
Add to the Conversation
Another good rule of thumb about promotion is you want to make sure you’re helping to create or further an interesting conversation. If you suddenly realize everyone is ignoring you, it’s probably for a reason.
Check out the comments on any good business blog. You can tell the business owners who have the balance down from the ones who don’t. The best blogs (and commenters) contribute to a conversation and engage with their audience. When adding helpful comments to further the conversation, many people add a well thought out signature. This allows people that like your opinions to learn more about you through your website. This is a much more effective tactic than screaming at everyone to check out your awesome business.
If you have a good product and make yourself noticed, leads will come to you. If all you do is simply shout out your name and your tagline once in awhile, you have a greater chance of being eaten by a shark while winning the lottery than you do of actually winning new clients.
Do you have any hard and fast rules for self-promotion via social media?
This is a guest post courtesy of www.WePay.com