Want to build a big social media page with thousands of followers? Hoping you can use this to build awareness for your brand and drive traffic and sales?
Great! But if any of that is going to happen, then you need to ensure that you’re approaching social media in the right way and that you understand the secret to success.
The good news?
That secret is very simple and easy. And we’re going to share it right here…
The One Thing You Need to do to Succeed
When you’re trying to succeed on social media, there is just one thing you need to do and that is to provide value. In other words, you need to make sure that you have a social media account that is offering something useful to the follower. That might take the form of jokes and entertainment, it might take the form of inspiration and encouragement, or it might take the form of useful links and posts. But whatever the case, it needs to be actually useful. And a good way to know whether you’re accomplishing that is to imagine that your social media were to get taken down tomorrow.
How would people react?
Would they be genuinely disappointed that something they enjoyed reading or found useful is no longer available?
Or would no one care?
If you answered the former then well done: you’re on the right track!
What Type of Social Media Business Presence Are You Offering?
But unfortunately, a lot of businesses just don’t do this. That’s because they think the purpose of social media is simply self-promotion. Sure, it is in a way, but if that’s all you’re doing, then what incentive is there for anyone to follow you? A lot of small businesses will create social media pages and then all they’ll post is the occasional statement like ‘We Make the Best Till Systems in the Area!’ or ‘Find out why we’re number one… call today!’.
But ask yourself this: If you followed a page like this, would you stick around for long?
Or would you eventually unsubscribe?
Most people would say the latter.
Not only that, but using this kind of approach will just make a business look out of touch and outdated – they appear to not understand how to use social media! So think differently and start asking what your followers would want to see from you!
How to Make People Excited to Follow You On Social Media
When we’re trying to build a big following on social media, often we will ask our website visitors and customers to follow us and thereby imply that they’re doing us a favour. “If you liked this video, then please consider liking us on Facebook – it really helps!”
This is a good strategy and it can certainly lead to a few more likes and shares. But it’s not the best strategy. Because if you’re asking people to follow you on social media, then you’re implicitly suggesting that they’re doing you a favour and thus there’s nothing really in it for them.
To get a HUGE number of followers, you need to make them WANT to follow you. One way you can do this is to do what we’re always taught to do as marketers: to supply value. If you’re posting useful or interesting content, then people should automatically want to follow you to see more of it.
But to go further than this, you need to suggest that following you makes someone a VIP – that they are becoming part of an exclusive club or group. People love to belong and they love to have things that other people can’t have. We love feeling like a part of a privileged group and this is why ‘Gold Memberships’ are so important. It’s not just about what that gold membership gets you: it’s about the status and feeling of importance and belonging that comes from it.
You can create this same kind of identity through your social media by making your brand into more than just a product and instead making it a movement. For example, you’ll find that a lot of fitness and weight loss brands will talk about themselves as ‘The New Fitness Revolution’ or something comparable. Of course people will want to sign up to that! Who wouldn’t want to tell people they’re part of a new revolution?
Or to feel like they’re a part of a big movement?
And this has another amazing benefit too: you’re making people feel as though they’re taking a step closer to their goal simply by following you. When someone makes the decision to get into shape and to look and feel healthier than ever, they will want to do something to cement that decision and to make a statement to that end. Following you is the perfect way to do this!
Why You Need to Know Your ‘Why’ on Social Media
Want to be a sensation on social media?
Then you need to go right back to the basics and ask yourself what it is your business actually does and why it does it. It is not enough to think of your social campaign in a vacuum. It is not enough to think of it as something separate and distinct from everything else you do. Rather, you need to look at this from the perspective of what you want to achieve and how you’re going to go about doing it…
Simon explained in a TED talk that there are three different ‘layers’ to what a business does – an outer, middle and inner ring that make up the golden circle. That first outer layer is ‘what’ your company does. Maybe you make computers, or you sell insurance. The second middle layer is ‘how’ you do it. Maybe you are a re-seller, or a manufacturer. And the final inner layer is why you do it.
Do you do it to make the world a greener and cleaner place? Do you do it because you love futuristic hardware? Do you do it because you believe in small business? Whatever your reason, this is your driving force, your ethos and your mission statement and this needs to lie at the centre of your social media strategy?
So why the why?
The answer is simple: people will follow you on social media if they are your fans. That means that they need to identify with your business in a way that goes beyond simply liking your products. You might find that you use toilet paper from a certain brand a lot of the time and perhaps you like that product. But you won’t be a fan of the company unless you find some deeper meaning behind the toilet paper – like a big push for eco-friendliness, or perhaps an ethos of comfort and luxury.
If you want to make fans out of your followers and gain a huge boost in shares and likes as a result, then you need to know what it is that people can identify with about your business and how you’re going to communicate that!
Understanding That Social Media is All About Communication is the Key to Getting Likes and Shares… Here’s Why!
Want to get more people to like your content on social media and share it with their friends? Then it’s time to go right back to basics and to remember why people use social media in the first place. You need to remember what it is that social media is first and foremost.
And what is it?
It’s a form of communication.
And communication is inherently about expression.
Once you understand this, you’ll be able to better understand the psychology of sharing and thereby encourage people to share much more of your content. So read on…
Why People Share
So social media is about communication, which is about expression. This holds true in real life too – when we communicate, we are largely expressing something about our views, our feelings or our personality. We love to express ourselves and in fact, most of us are pretty narcissistic. Given half a chance, we’ll almost always try to steer the topic onto something about us!
And this is also apparent when you look around someone’s bedroom or home: it will be decorated with things that say things about them. It’s about their sense of style, their hobbies and interests and their families and friends.
Your Facebook profile is very much an extension of this.
And the things you share on your wall and the pictures you post are all about showing people what matters to you and what you like to do (or what you’d like them to think you like to do!). Knowing this, what is it that makes someone like a Facebook page or share a link often? Self-expression.
If you write a post that’s all about the health benefits of martial arts, then who do you think is going to share it?
Because they want people to know that they agree with your statement and thereby make it a part of their identity. Likewise, if you write something about working from home and it’s amusing & you can relate to it, then people will post it who work from home so that their friends can learn a little more about the way they work. As you can see then, sharing content is very commonly just a way to show off different aspects of your own personality.
Sharing With Friends
And the other reason we share?
That’s to show that we’re thinking of someone. When we’re not expressing ourselves, we’re usually sharing content that we think is ideally suited to someone else.
So what do both these scenarios have in common?
In both situations the content is aimed at a single, very specific person. Don’t try and please everyone – try to write expressive content that the right people will identify with.