There’s one basic mistake that too many budding entrepreneurs and small business owners make on social media, over and over again. And that is treating every tweet or status update as an opportunity to push their business, products or services.
Sending out a steady stream of one dimensional posts about different aspects of your business is not interesting to your followers, and does nothing for your brand. Social media users are savvy enough to know when they are being sold to. And when you spam your followers with endless marketing messages about how great you are at what you do, you’re not endearing them to your brand.
People don’t want to be sold to. They are constantly bombarded with ads all day. In fact, digital marketing experts estimate that the average consumer in America is exposed to around 4,000 to 10,000 ads each day
. That’s why the use of ad blockers
has skyrocketed over the last few years. Even though people buy from people and businesses every day, they want to do so on their own terms.
Social media marketing is not about spamming your followers with discount offers or posts about different aspects of your services. It is about establishing authority, trust and credibility, contributing value and building mutually beneficial relationships with customers, prospects, industry influencers, and other people who can add value to your business.
What is the 60-30-10 rule?
The 60-30-10 rule is an unofficial rule of social media that governs the type of content that you’re going to be sharing with your followers. It ensures that that you’re not being too promotional on any social media platform.
Creating engaging content on a consistent basis is a challenging process. That is why one of the key components of your social media strategy should be a content calendar.
A content calendar is simply a spreadsheet or other document that outlines what and when you plan on sharing with your followers across all of your social channels. It can help you develop an organized structure for your content.
With a content calendar, you can map out your content for the next week, month, 6 months or even the year ahead if you want. It makes you so much more structured and more disciplined.
Here’s a useful blog post by Hootsuite
on how to create a social media content calendar.
Here’s a look at the 60-30-10 rule:
60 percent of your posts should be focused on establishing authority in your niche.
If you want to get the best out of any social platform, your number one goal should be to build authority, trust and credibility. With this in mind, you’ll want to showcase your knowledge and expertise by sharing content that is based on topics your potential customers are already searching for.
This is why it is so crucial to understand your target audience.
As a freelancer, the majority of your posts should be designed to inspire, educate, inform or solve problems for your audience to make them feel valued.
Show your followers that you value them by sharing helpful information about industry trends and relevant articles that educate them about your business without being promotional. You can also use social platforms to convey insights and information about your company that your audience will be unable to find elsewhere.
For example, if you’re an SEO strategist, you can share insights about the latest Google algorithms, and tips on how to overcome common issues.
Approximately 30 percent of your content should show your personal side.
These are posts that have nothing to do with your freelancing business, but have everything to do with who you are as a human being. These should include conversational tweets that open the door for communication and conversation and tweets about topics you’re passionate about such as your favorite sports, health, books, games, music, etc.
10 percent of the content you share can be promotional.
As long as you have built a good rapport or relationship with your followers and are adding value to their lives, you can strategically promote your freelancing services to them. If they know what you do, they’ll naturally expect to see a few promotional posts from you that are about your business.
You can also advertise online and offline events such as podcasts, webinars and local events highlighting what a user will get out of attending the event, and offering incentives to users who sign up through your link.
For example, if you are promoting a webinar that teaches revolutionary SEO techniques, you can simply post a tweet about the event using a short, attention-grabbing title with a clear call-to-action.
Social media channels are effectively word of mouth on steroids, and if you use it the way it should be used, social media can be an incredibly powerful lead generation tool for your business.
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