Even in 2024, far too many businesses continue to ignore social media, and it could cost them their business.
Just a few years ago, I was in the same boat. For years, people tried to talk me into joining Facebook, Twitter (now X), YouTube, LinkedIn, and the bevy of social platforms we use today.
Like many stubborn business owners, I couldn’t see how “wasting my time on the internet” would have a tangible effect on my business. How was it going to help me attract more customers, increase sales, and ultimately, bring in more profit?
But one day, I decided to take the plunge, and it was one of the best things I did!
How I Built 50% of My Business Through Social Media
I’ve been blogging for years, but the moment I started using social media to drive traffic to my blog, I saw a dramatic increase in visitors. In fact, I owe half of the clients I’ve gained in the last three or four years to my online marketing strategy.
The rise of social media has fundamentally changed the way every business should be selling to their customers. Before any prospect decides to call or visit your business, they have already done their research. They have found you via online search, checked you out on social media, read your blog, or scoured your online reviews (good and bad!).
And guess what? There is absolutely nothing you can do to stop them.
Can you blame them? After all, you’re doing the same whenever you make a purchase!
Make no mistake—if your competitor harnesses the power of social media while you continue to ignore it, they are going to have an enormous advantage over you. They will grow, take the best customers, and prosper.
So, what should you do?
It’s simple. Acknowledge that social media isn’t going anywhere and be willing to adapt!
3 Steps to Using Social Media for Your Business
Social media comes with a steep learning curve, especially for older business owners who are new to this domain. Where should you begin?
Here’s a three-step plan you can start implementing today:
1. Educate Yourself About Social Media
Who in your circle understands social media and has used it in their business? Talk to them! Find out which platforms, tools, and strategies have worked for them and which ones have delivered the greatest return for their business.
If you’re an avid reader, purchase a few books that will get you up to speed. Here are a few of my personal favorites:
- Social Boom! by Jeffrey Gitomer
- Likeable Social Media by Dave Kerpen
- Content Rules by Ann Handley and C.C. Chapman
- LinkedIn Marketing: An Hour a Day by Viveka von Rosen
2. Study How Your Competition Is Using Social Media
Now that you’re a little more knowledgeable about social media, analyze your competitors and their ways in which they are using it to grow their businesses.
What are they doing well and how can you employ those same tactics for your business? What are they not doing that you should be doing?
But don’t stop there—study companies outside your market as well. Some of the best business ideas were pulled from other industries. In fact, the concept of the fast-food drive-thru window was borrowed from someone who was sitting at their local bank’s drive-up window!
3. Set Goals, Get Help, and Measure Results
Finally, what do you want to achieve with social media?
Be sure to set both strategic and tactical goals. My strategic goal, for example, is to use social media to educate my customers and prospects. I know that educated customers buy more!
My tactical goals are to get 20 blog visitors per day and 100 LinkedIn connections with at least 10 LinkedIn recommendations.
Then, determine who you’re going to need to set your plan in motion. Social media is an enormous undertaking for most businesses, and chances are you can’t do everything yourself!
If you have the personnel to help build out your social media marketing strategy, leverage the resources that are already at your disposal. Otherwise, you might need to consider bringing in outside help. Figure out what works best for you and make it happen!