The #1 Messaging Mistake Business Owners Make On Social Media

As business owners, we all know how important Social Media is to our business, in terms of building awareness for our brand. However, it does have its downsides when used inappropriately. With that in mind, it is important to note that every content we put out via social media networks are more public than we could ever imagine.

Now, let’s take a look at this messaging mistake and how we can avoid damaging our reputation, in the bid to make that sale and also create awareness for ourselves and our business.

What Exactly Is It?

Push Selling! It is the single most damaging messaging strategy that business owners use, and the sad aspect is, they don’t even know (in some cases, don’t even care… as long as the sales come in).

I get the concept of a “passive aggressive” approach to business, but is it a sustainable strategy? Most of the time when we (business people) connect with new people on Social Media channels, we do that based on these few things:

• The person has influence and we want to learn more from him or her
• The person would be great to partner with on a single project, campaign, or business
• The person would be a good prospect for our product and services
• The person is connected to other influential individuals

[bctt tweet=”There is always a motive behind everything we do…”]

…(even though most people would deny). The bottom line is, we don’t just connect with people for the sake of just connecting (especially if we are doing it online).

The mistake people make once they connect with people is to quickly send that person a message about their products and services, without thinking if the person would be interested or not. I get the concept of “better tried than never”, but at what cost?

So the questions is – would you use that same approach in real life?

The fact that we make these connections online does not mean the person on the other end is not a human being with feelings, desires, emotions, etc. We operate as if the next person doesn’t matter, and we feel it’s right to shove whatever we have on offer on their face.

There is something called “permission based marketing”, and if one does not apply this online as well, there is that potential of creating a negative reputation for yourself and your business.

Case Study:

When I first got started with online marketing, I had to learn as much as I could from successful online marketers and my mentors. I believe in applying what I learn as fast as possible (I helps me see the failures faster, and I learn from it, and then change strategy… rather than wait for the “right moment”).

So, I wrote a book (on Network Marketing back in 2010 when I was still involved in that industry), and got started with promoting it online. I joined groups on Facebook and started sharing content as much as I could. Then started connecting with new people who were in the same industry as me.

I connected with a lady from Australia on Facebook (she was also in the Network Marketing industry), then we moved from Facebook to Twitter and connected there as well. After a series of Direct Messages exchanged between the two of us on Twitter (mainly sharing ideas and taking about the regular stuff like family and life), I was able to later sell a copy of my book to her (actually, I didn’t ask her to buy it, she requested to buy it when I told her about it).

Now, that approach takes time, but what one gets out of it is more profound than if I’d just told her to buy my book from the first Direct Message I sent (point to note: this is different from email marketing). The lady and I are still connected till today.

Focus On Building Pure Connections:

Social Media is a powerful channel to build awareness for yourself and your business, and if you misuse it, the consequences are usually not pretty.

Focus your attention on creating something of quality (training, blog, etc), that would sell itself without you having to do much (not referring to “push button solutions”… these tactics don’t last).

So ask yourself these questions:

• How unique are my products and/or services (do they make me or my business stand out)?
• Would these products and/or services solve a problem (i.e. meet a need)?
• Who exactly am I targeting with these products and/or services?
• Would I buy this product or service if it was presented to me?
• What would be my reaction if the first email I get from someone I just connected with on social media is about their products and/or services?

The playing field has been leveled for us through these social media channels, and if we are bent on ruining the opportunities we have, then we should not be surprised when the sales don’t come in.

The business owner stills thinks that he/she is still in control in this present economy, not knowing that there has been a shift, and the consumer now makes the decisions.

Gary Vaynerchuk puts it correctly “Marketers Can’t Hypnotize People“.

Your Turn – how have you been approaching your new social media contacts about your business? I’d love to hear your thoughts; leave a comment below and also share this post using the social media buttons below.

Thanks for reading; all the very best!

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