How Important is Social Media to a Small Business? - Steve Goodall

If you are a small business and wonder if it’s worth investing time and energy into social media, this article is for you.

As a business, you will rely on people knowing who you are in order to make sales.

So, how do you do that currently? Possibly by word of mouth, maybe radio, newspapers, postcards, billboard, and so forth..

So why do you use those? Is it because your customer still uses those mediums to consume content? They might read newspaper still so an ad printed there works. Or perhaps they listen to the radio on the way to work.

Now let’s talk about social media. If you are reading this, let me guess what has happened so far. You made a Facebook business page and created a few posts about your business. However, no one apart from friends responded. It was crickets.

Am I close? Don’t worry if I was that is a common outcome.

So before I go into why that didn’t work and how to make it work, I want to explain how social media works.

Imagine you got an invite to a dinner party. The invitation says to dress informally to come and meet everyone. You get there and it’s free to go in. You go around the room saying hi, asking people how their day is, what they do, ect. So, what didn’t you do?

You didn’t walk in with a large cardboard sign saying ‘BUY MY STUFF!!!’

Therefore, every conversation wasn’t you trying to sell the person you just met.

Social media is the biggest dinner party or social gathering you could ever go to. It’s used to get to know other people.

So, now I will explain what went wrong with the Facebook page. The page was a selling tool. A kind of digital billboard as it were. People see your page and think, “I don’t want to be sold, I am here to hang out and socialize.”

That is why you got no engagement. You were trying to sell to your audience instead of connecting with them.

Here is a blog I wrote discussing how to produce a ton of valuable content that can help you connect with your audience and get out there!

Now I want to add a scary thought. You know all those other mediums you currently use? Well, guess what? They all rely on ad revenue to exist, and it is leaving them by the bucket load. So, what happens when the newspaper doesn’t get enough ad revenue? It closes.

Now social media is on 24/7.

Steve Goodall is a full-time digital nomad and an Iron Maiden fan who has spent the last 30 years working with business owners in driving company growth, restructuring internal operations and providing full consultancy on all platforms including branding, outreach, and marketing. Talking business is his THING… so connect with him on LinkedIn.