In my last post, I shared the purpose of social media in your business. By reviewing the leading social media platforms, including Facebook, Twitter, Instagram, and Linkedin, now let’s look at how to position your business easily. Pinterest is more of a search engine like Google, which is why I’ve excluded it from this post.
I don’t want to assume everyone knows what I mean by ‘to position.’ To help you understand, imagine driving on a road when you encounter barricades that inhibit your ability to pass through. The barricades have been arranged or positioned such that you can’t drive through them without damaging the roadblocks and your car.
Similarly, you want to present social posts that make it easy for would-be clients to encounter your business and what you do. Without positioning, they can’t find you, will not know what you do, and are less likely to know why your programs exist.
Facebook is good for generating buzz about your business. You can join groups where your audience hangs out or even form your own where you can invite your target audience to join.
In these groups, the best strategy is to position yourself as the go-to expert on anything related to personal style, shopping, what-to-wear, appearing confident, and many other fashion-related topics.
Provide value by writing posts that help or inspire your audience. Comment on people’s updates or pictures. When you comment on someone’s outfit, new hairstyle, or handbag, it makes them feel special especially because you’re an expert. Your feedback will make them feel good.
Most of all, be consistent. If you’re going to post in these groups, have a schedule. If it’s once a week, then post every week. If it’s every day, then do it without fail.
Don’t ever make the mistake of coming off as too sales-y because no one likes that person. In fact, most Facebook groups don’t allow self-promotions or allow it on specific days. So if you’re in a group, check the rules first and follow them before you get kicked out.
My activities on Facebook are primarily within Facebook groups like My Style Pro Biz, which is a closed group I host for style consultants, including wardrobe consultants, personal stylists, and shoppers. I’m also a member of several groups that affiliate with the college where I graduated and other online classes where I’m enrolled.
Regardless of group, be helpful, be respectful, make new connections, network and focus on growing new relationships.
Twitter is quite different from Facebook. You’re limited to 140-character tweets so whatever you’re sharing, you need to keep it brief, spread it through a series of tweets, or attach an image.
Be clear on your Twitter profile what you do and include a link to your website or landing page.
You also need to be consistent. Share links to your blog posts, landing page, a guest post you published, or an interview where you were featured. You can share anything really, but keep it within the realm of your business and services.
If someone follows you, follow them back or tweet them a ‘thank you for following me’ or ‘it’s nice to connect with you’ message. Retweet your followers’ tweets and reply to their tweets if you can.
My challenge with Twitter is you have to tweet ALOT to be effective! I’ve seen daily average tweets from 10 to 30 per day. This is especially important because the life-cycle of a tweet is less than 2 minutes. If you’re going to focus on using Twitter, then plan to commit the time to create the volume of necessary tweets.
I link my Instagram to Twitter to keep a steady flow of tweets with content I created. However, it’s more common that I use Twitter to retweet fashion articles, pictures from red carpets, or business building tips from other sources.
Instagram is the primary social platform I recommend to style professionals. Every style pro should be on Instagram. As an image-based social platform, it’s the perfect place to share your photos or inspirations. It’s also a great platform for you to show yourself living your brand in everyday life. You can do the same with Facebook, but with Instagram, you can be a little bit more curated with what you post. You can share every single step of your outfit ensemble, your love of watches, your new manicure, your shoes, your favorite or dream handbag, and the steps you follow to do your hair or apply your makeup. You can tell many stories on Instagram.
Now just because Instagram is an image-based application doesn’t mean you can’t share helpful tips. Make use of the caption and squeeze in some tips when you can.
Don’t forget your hashtags. With hashtags, you can be more strategic and target them to your audience. For example, I use hashtag ‘pieceofsola’ on all the pictures where I show my outfit. This makes it easier to find my posts.
LinkedIn is a professional social media platform. It’s mostly a place for business leaders to expand their professional circle and meet potential employees and development resources. It’s also a place for employees to connect with potential employers and career development consultants, including style and executive coaches.
Start by taking the time to understand your audience first. My audience is human resource, talent development, and executive leadership professionals. I used to do posts including videos until I discovered my Linkedin audience didn’t like videos as much as my Facebook or Instagram audience. So now, I focus on writing articles and blog posts.
Since Linkedin is a professional platform, keep your content professional as well. Post helpful articles, share helpful tips about career development, navigating workplace politics, presentation skills, how to dress for specific jobs, and similar topics.
Also, make sure your profile communicates to your target audience. If a potential client lands on your Linkedin profile, they need to feel as though you are talking to them, that you understand their challenges and that you know how to solve them.
Make your content relevant
Here’s an example of how I adapted an experience for all four platforms. While on live TV, I used to post to Facebook, tweet my air-time on Twitter, and post pictures from the studio on Instagram. Although I wouldn’t post anything from the show on Linkedin, the following week I converted the content into an article for my newsletter and Linkedin post. Although it was the same experience, I adapted the presentation for relevance to each audience.
These are the four social platforms where I have a presence and how I position my business using them. To summarize, social media is a great tool to:
- Prove that the lights are on in your business;
- Humanize and make yourself real and let your clients see that you exist in different lifestyles and experiences;
- Maintain consistent communication with your clients and reinforce your brand.
If you like this post or my business tips, then get my FREE 20 Tools Style Pros Must Own checklist by joining my list. To get the checklist and subscribe click HERE.