The cliche goes “Build it and they will come.” All you need to do is offer a great product or service and your customers and clients will come and find you. This advice is tailor-made for people who either don’t like or aren’t great at marketing. It evokes feelings of just being yourself and doing what you love, and everything else will take care of itself.
But it’s not very accurate. It may be true that if you build enough great things for long enough that people will start coming, but just as often, you can build something great and just get lost in the crowd. The world is a huge place, and if you think you have something that’s worth paying money for, then you shouldn’t hesitate to get it out in front of people as often as possible.
A lot of people feel like marketing is somehow unsavory, like if they can’t sell a product on its own merits, then the product doesn’t deserve to be sold. Implicit in this opinion is the idea that marketing is convincing people of something that isn’t true. That doesn’t have to be the case at all, especially with a social media presence.
Social media is actually the most effective when you stay away from more traditional marketing tactics. It’s most effective when you use it to build relationships and educate people. Here are three things to think about to overcome your fear of marketing and take advantage of social media.
Think of it as meeting people instead of selling to people.
While a lot of people may have reservations about selling, there’s nothing unsavory about meeting people. If you build enough of a relationship with people through social media, your brand will make sales for you. People love buying products and services from people they know and like. This is where you can build it and they will come. If your audience knows who you are and they love what you’re doing, if you build it, they will buy it.
This requires a social media strategy and lots of consistent effort, but it’s not as technical as say, setting up an email funnel. The core of social media connecting with people, and if you connect with people and share the real you with them, business will be way more likely to take care of itself.
Think of it as part of your website.
In this day and age, everyone needs a website! That isn’t a controversial point. If you don’t have a website, you’re way less likely to be found, even if you have a physical presence somewhere. I’d argue that the same is true of social media. A lot of people conduct almost all of their business through email and social media. They don’t spend a lot of time on Google searching for recommendations. If you’re taking advantage of social media, people are way more likely to find you. If you build a community around your brand, those people are way more likely to recommend you. Having a social media presence obviously isn’t as passive as having just a website, but it’s equally important to get your brand out in front of your audience so that they know who you are and how you can help them.
Hire a Social Media Agency/Manager!
This is the easiest solution. If you don’t like putting yourself and your products in front of other people, hire someone else to do it for you.
The world of social media is a big one and there’s a ton of value to be gained from having consistency across platforms (or from having a presence on all platforms, period!)