Social Media Assumptions that Changed Everything


Social Media Assumptions that Changed Everything

Have you ever been to a panel discussion or workshop about social media marketing? If you’re a small business owner, it’s very likely you have been in the audience, listening to a social media expert.

Two incorrectly-made assumptions, formed by experts and the audiencehave steered most conversations about social media marketing.

We get a lot of questions about what social media can do for your business, and those questions often revolve around lead generation and sales.

We’ve always wondered why, even the newest business owners, start the conversation there. After 10 years in this business, we’ve realized it’s because of the two assumptions!

Social Media Assumption #1

Almost every social media expert that has presented to small business owners makes one assumption.

They assume the business owners in the audience run a proven, viable business.

The expert speaker assumes that the business owners run businesses that already generate repeat sales.

The speakers and experts often think that their audience is there to learn how to go to the next level  – not how to make those first few sales, or fix a cashflow issue.

Social Media Assumption #2

The business owners sitting in the audience assume the social media expert speaker isn’t making the above assumption.

The audience members think that the strategies and tactics the speaker discusses can apply to almost any business.

It’s our theory that these two assumptions have led small business owners to expect miracles from social media marketing, even if the business hasn’t sold one product or one service plan.

Leaving the Social Media Assumptions Behind

We’re about to get very real about reasonable expectations for social media marketing, based on where a small business is in its lifecycle.

For a small business that has already proven its viability through repeated sales, social media marketing can:

  • Amplify what already works for the business – culture, product, service, customer service, email marketing, website conversions, etc.
  • Expand the audience – get beyond existing customers and clients.
  • Promote the company’s great products and/or services.
  • Drive traffic to a website that has already shown it can convert.
  • Educate and engage the audience.
  • Highlight the small business.
  • Steer the conversation about the small business.
  • Work in tandem, with other marketing efforts, to improve the overall effectiveness of the entire marketing plan.

Depending on the social media strategy and execution, the above will often lead to an overall increase in sales revenue for the already-proven small business. It can be difficult to tie this increase back to social media marketing, however, it is reasonable to expect a bump in revenue.

For a small business that has yet to prove its viability, social media marketing can:

  • Launch the business online.
  • Test the effectiveness of marketing and brand elements, like language, a website, and graphic design.
  • Determine if there’s interest in the product/service.
  • Show the product/service, and brand, to very targeted audiences, to get feedback.
  • Determine what other marketing efforts may, or may not, work.
  • Build a following.
  • Build an email marketing list.
  • Look professional, and open for business, online.
  • Provide education and information to interested parties.
  • Piggyback on other marketing efforts, like events, networking activities, etc.

There are MANY social media outcomes for a new business, but the expectation should NEVER be that social media will sell the new company’s products/services.

After all, if the small business owner can’t sell the product or service, how can social media marketing sell it?

Why We’re Writing This

SOMEONE has to address these assumptions.

We talk to a lot of startups and new business owners who haven’t made a single sale.

And yet…

They believe social media marketing can fill their sales funnel because a speaker, an expert’s webinar, or a workshop they attended told them it would.

Social media can help most small businesses – but the definition of “help” changes, depending on many factors.

We’ll be addressing these types of questions, assumptions, and ideas in future videos and blogs. Here’s a little background on WHY this blog series was created.

If you have questions about how social media marketing can realistically help your business, reach out – we’re happy to talk with you!

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