How Much Brand Promotion Is Too Much on Social Media?
We all know that one {annoying} brand – the one constantly promoting their business every single time you log on to social media. Sure, we want to support small to mid-sized businesses, but the truth is that we don’t want them pushing sales in our face all.the.time.
It’s true.
By nature, people don’t appreciate being overly marketed to. If you promote your brand or product every day, in every single social media post, across every platform, you are going to lose followers. It’s inevitable.
When you’re trying to build your brand, grow your social media following or increase sales, it’s tempting to toot your own horn. But to stay competitive, especially in today’s digital space, you first need to build a loyal customer base. The key is finding the right audience, the customers who are going to convert to sales.
So how do you do that? By sharing content that brings value to your followers, instead of constantly promoting your brand, product or services. Social media marketing is more than just advertising. It’s about being a part of the conversation. Think about your customer’s pain points. If you sell hair products, what do your clients most likely want? Beautiful hair. Tell them how to get that, and then let them know how your products can help.
As a small to mid-sized business, of course your end goal is to sell your product or service and, ultimately, to make money. But nothing alienates people as much as inflated self-promotion by a brand or business. {Read that again.} That’s not to say you can’t ever talk about your brand, product or service. Just not all the time.
Social media is a sales funnel. It’s not the only way to make a sale – think of it as a stepping stone in the sales process. It’s a great way to let your customers (and potential customers) get to know you. As you build a loyal, engaged and targeted following, you’ll then be able to increase your fan base, grow your email list, and direct people to your website or storefront, where the sales actually happen.
The way to convert followers to customers, even in the digital marketing age, is to the same as it’s always been: your customers need to know, like and trust your brand. Give your followers a chance to get to know you — as a brand and as the people behind the brand. Your values, your goals and, most importantly, how you can help them. You just may be surprised at the results.