1. Set Goals
I’m not saying we’ll accurately predict 2021. At the same time, set goals in terms of followers, reach, engagement, and social media referrals to your website. If you don’t know where to start, look at your numbers for the previous 12 months. What % of sales increase have you budgeted? Aim for at least that increase in social media.
2. Try Something New
If you’re like me, you’ve been on social media for (gulp) almost two decades. It’s easy to lose your “cool” factor when you’re generations removed from the trendsetters. Take a look at your audience. Are they on any newer networks that you haven’t tried yet? If they are, you should be.
3. Hold Off on TikTok
When primary business news sources like Forbes start to proclaim that you should use TikTok for your business, it may be time to take notice.[i] One of my client’s already has a TikTok account. Although if you haven’t started one yet for your business, I’d consider spending time on it until at least November 12, 2020, to see what the Department of Commerce does.
4. Try Reels
Do use more short-form video. Try Instagram Reels. It’s a great way to try more videos without signing up for another platform. (I’m looking at you Tik Tok.) With a special place in the explore section, small business owners should be paying attention to this new opportunity to go viral. Here’s Insta’s help page on Reels, where you can learn more: https://help.instagram.com/270447560766967
5. Let Go of What Isn’t Working
I’ve let go of almost all Pinterest (except for my own occasional pinning in for remodeling project inspo or closet organization). What isn’t working for you? Consider dropping the network with the lowest percentage of engagement.
6. Update your Bios
About pages, profiles, bylines, they all change. If you haven’t updated your stats, contact info, and bios, now is a great time. Fill out each field. Double-check for typos or transposed numbers. You may want to switch out your profile pics and cover images if they’re older than the bottle of ketchup in your fridge. (Don’t tell me you keep yours in the cupboard. I know you can it’s just weird!)
7. Show Your Face
Get out from behind the camera and let people see you. As entrepreneurs, we like our products, services, or clients’ images front and center. But people want to know who they’re working with. They want to see a real human. I like to see real faces! Especially when I’m not meeting people in person very often.
8. Show Behind-the-Scenes
During the pandemic, many of us are being more thoughtful about where we go. Show your potential clients your place of business. Recently, I traveled to meet a potential client about 30 miles away. After our meeting, I saw a cute boutique that I wanted to pop in. Pre-COVID, I would’ve just walked in. That day, I stayed in my vehicle to look up their business first. I wanted to know if I would feel safe inside their store. Help people feel emotionally and physically safer by showing your location. Take your customers virtually through your front doors and back doors. Let them see you.
9. Stay Flexible
If 2020 has taught us anything, it’s to stay flexible. Between the pandemic and protests, our messages may have had to change without much notice. Keep alert to issues that may be sensitive and post thoughtfully in 2021.
10. Share Content of Value
Your audience is following because they want to hear from you. Yes, of course, you can share the occasional funny meme to garner a few laughs, but your audience does want to know what you’re doing, what’s new with your products, and how to best use a purchase they already made.
11. Update in Real-Time
Some content can be scheduled, but last-minute changes require real-time updates. If your hours have changed due to local regulations, hopefully, you informed your social media audience. Please continue to share pertinent info as it happens and make sure that whatever you scheduled in advance is sensitive to current events.
12. Respond Quickly
People expect a social media response in about no time flat. Try to respond within 24 hours. Even if you don’t know the answer, reply. Please give them the direct line or email address to someone who can help them. Use auto-responders with care.
13. Let’s Get Visual
Take a look at your top posts over the last year; which text-heavy posts got the most interaction? Can you turn them into pictures, infographics, or videos? Visuals get even more attention. Just make sure you have good lighting and a clean background.
14. Stories
Share those fantastic visuals on stories! Stories have a prominent place, especially on apps. With Facebook’s Creator Studio, it is easy to share a story from your desktop. LinkedIn even has a story option! It’s mobile-only so far, but the number of accounts taking advantage of this feature is limited. That means your story will get seen! Try it today!
15. Organize Insta Story Highlights
Your story highlights are at the top of your profile. How do they look? Please put them in a logical order and group similar ones together. Make it pretty, and you’ll look professional.
16. Do A Competitive Analysis
This time of year, I like to look at my clients’ comparables. Who has a higher engagement rate? Why? Are they better at video, do they post more frequently, are their images more compelling? Be inspired by people inside and outside of your industry who are effectively reaching your audience. Facebook and LinkedIn make it easy. From a LinkedIn page you manage, go to the ‘Analytics’ dropdown, and click ‘Follower’s. Scroll down to the ‘Companies to Track’ section. Investigate your comps. On a Facebook page you manage, visit the ‘Insights’ tab. Scroll down to ‘Pages to Watch’. Facebook will make some suggestions. Pick the ones that look like the closest audience match.
17. Get Better at Hashtags
If you haven’t been using hashtags, you miss out on new audiences—research and test out new hashtags. See which ones perform the best and add them to your rotation. Don’t just use the same list of hashtags on every post.
18. Collaborate
Another business wants to reach your audience. You want to reach theirs. Why not create a partnership? Avoid the legal and ethical issues that come with swapping email lists; just talk about each other on your social media accounts. Of course, genuine recommendations only, please!
19. Get in Their DMs
Get personal and build relationships. Say hi to new followers but use their name and be personable. I commented on @crettlewelkcreations’s Instagram picture that I liked a pair of their earrings. I got a DM thanking me for the comment and offering me a discount. Brilliant! Hosting contests is a great way to get DM convos going. You can do this via desktop to save time.
20. DM Sticker Stories
Instagram has a sticker that invites viewers to “DM Me.” Try it out to catch impulses when they happen. If there’s one thing we know about social media, we know it moves fast.
21. Schedule a Free Consultation
If this all sounds like a foreign language to you or your social media is in a rut, schedule a free 30-minute consultation with me. It’s painless, and I’ll speak your language. Book with me here https://terralfletcher.youcanbook.me/ or call 715-584-6773.
[i] Simpson, J., 2020. Council Post: Why Your Business Should Be On Tiktok (And Four Types Of Content To Promote Your Brand). [online] Forbes. Available at: <https://www.forbes.com/sites/forbesagencycouncil/2020/07/23/why-your-business-should-be-on-tiktok-and-four-types-of-content-to-promote-your-brand/#5adde955172b> [Accessed 26 October 2020].
