As a social media marketer you’re most likely busy taking care of your clients and working on growing your business. So, what do you do when the business owners you meet have expectations you know aren’t realistic?
Anyone doing social media has come across those articles by gurus and experts that make it seem as if all a business has to do to be successful with their social media is to create the next best viral video or apply that one technique which will work wonders. Tell me you don’t cringe every time you across one of those articles?! I know I do; not because of the article per se, but because of its consequences. These types of articles make your next conversation with a business owner very challenging, but there are some helpful things you can do to resolve the issue.
Since, you haven’t built the necessary trust with your potential client (just yet), you are going to have to do a good job at showing them how social media really works and why your plan is effective even though it’s not the magical formula they’ve read about online.
- Your first step is to have some stats. One of the best ways you can prove to a business owner that social media marketing doesn’t work miracles overnight is by showing them some proof. Social media industry reports, such as Social Media Examiner’s yearly reports, are a good place to start. With valid data you have something your potential client can’t ignore (as you share with them the process and strategy that will take place with their social media activity).
- Secondly have some case studies ready. This may take some time to develop if you want to use your existing or previous clients’ social media networks and strategy as examples. Another way you can do this is by finding two or three brands that are doing a good job with their social media, implementing what you know includes best practices, and not brands that are famous. Build your case study by focusing on the social media marketing fundamentals the brands are applying and that are visible at a first glance (like consistent presence, mix of type of content, campaigns during the holiday season, the use of hashtags).
- The third point you can make during your conversation is comparing social media to business planning. By highlighting this similarity and the fact that long-term strategy and perseverance are essential to business growth, you are speaking a business owner’s language and helping them to see how it is applicable to social media marketing. Knowing there are no quick fixes to growing a business, that it requires hard work and time, should be common knowledge to any entrepreneur.
By speaking the business owner’s language, having good case studies and social media marketing industry stats to prove what you’re saying to them is true, you should be able to correct their expectations on what’s really going to take place when their business takes on social media.
How have you overcome the expectations business owners gain from those “magical formula” social media marketing articles?