How To Get Customers As A Small Business – Give Them The
How To Get Customers As A Small Business – Give Them The Fish August 30, 2023 Lesson #1
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Here are some numbers I always like to point out to show the power and reality of social media – Instagram for example.
2B – the number of users on Instagram in 2023.
90% | 70% | 62.3% – the percentage of users who follow a business | the percentage of shoppers looking to Instagram to make a purchase | the percentage of users who open the app and go to a brand or business page before doing anything else. Making it the second most popular activity they do on the app.
1.21% CTR – the average number of times ads get clicked on by users. This is really bad.
$1,420 – the average amount micro-influencers [1k-10k followers] make a month.
Social media impressions are the new foot traffic. Your engagement and CTR are how many people are walking through your door.
Some owners recognize that perhaps sales is a bottleneck to growth. And so they’re frustrated that sales and community have generally moved to social media. Others are worried that perhaps that’s not an issue. But when they do, they think it a bit cringe-worthy that they have to become content creators like these kids on Instagram, that the views on those platforms actually do represent foot traffic for businesses or that may not be the case. It could be the fact that they’re a little concerned. They may not know where to start or what content to make to create a quality social media presence for your business. And as a result, they’re running around focusing on other things, and it’s having a knock-on effect.
So what’s the solution businesses are using?
The question is how to post like an influencer, not a business pushing ads.
The answer is systemizing content – writing to the pain points of a certain client group.
It’s about humanizing your product or the process behind the scenes. Show what you love, the special sauce of your product no one sees. It helps to tell someone about what you do in detail and wait for the moment they say, “Whoa, really?”
That’s when you have them!
This company is blowing up! Every post they make has been viral and deserves to be. They found the amazing and typically unseen part of their business to show people. Unbreakable glass is sure to catch some attention but testing it is something few get to see.
What’s a process of your business that’s interesting that no one gets to see?
Maybe your content isn’t viral and that’s okay. Take a page from City Workshop. They keep it simple and post with their community in mind rather than virality by just focusing on fashion. What better what to highlight fashion than talking about your outfit?
Is your product like fashion? For example, florist could do this with the flowers they put in arrangements, or computer builders can do this with computer parts.
Story telling is what we chose with our passion project HearThatMusic.Co. Since all we did was sit behind a desk and edit we decided to help musicians craft their stories. Angelo in particular was a guitarist – someone who doesn’t get to speak much – so telling his story got him a lot of attention. It’s like hearing that one person who doesn’t speak talk for the first time. Your business might not speak, tell some stories and give it a voice.
Authentic content is replacing ads. Every business or owner should be thinking – “I am the content.”
In our case it was – “He is the content.” Which may be the same for you. If you have clients then you can tell their stories. Even as a small and relatively new account we managed to reach thousands of non-followers in less than 30 days with this one post. They analytics also show that while people are happy to support our post, very few are converted into followers, but those followers are loyal and active, supporting our future posts.
The next step is choosing what content to make. One conversation I like to have with my clients who are stuck here is explaining the difference between the two types of organic content – entertaining and educational.
You can call me if you ever want to have that conversation.
