Don’t hire your friend’s 22 year old college graduate child to run your social media….
Most small business owners and leaders struggle with marketing. When I say struggle with marketing, I mean they don’t do it. It’s always been elusive, but over the last 3-5 years it’s become seemingly completely out of reach for business owners and leaders over the age of 50. There’s this odd notion that if you just hire a young person who knows how to use an iPhone and “the TikTok” you’ll be good to go. Strategy executed. It’s not nearly that simple, and yet we live in a time where the small business owner can gain as much, if not more, attention as their big box competitors. They can do it at a fraction of the cost, without having to hire a marketing agency, and see results like never before. Why aren’t they doing it? In my experience running and growing companies in this digital age, it’s simply a lack of curiosity and tenacity. Willingness to dive into the available tools and information and then make a decision to do something about it. Christian business leaders are many times especially behind on the times.
So here we are - let’s do something about it. I’m going to give you a practical how-to that you can take, copy, paste, send in an email to your team, and implement today.
Start posting on social media to your audience. Here’s the basics:
Type in “Give me 77 frequently asked questions by customers or prospects in my business and industry (type in what your business does). Please also review my website (insert company website) and any competitors in my industry you see have a good online presence.” Press Enter. Copy and paste these into a word document and save it
Choose the question that you know is most asked or is the most relevant.
Start your social media accounts. Most likely you have them already, so get the log-in information from the person who owns it.
Pick one of them - Facebook, Instagram, TikTok, LinkedIn. If you don’t have the app on your phone, download it. Log in. My suggestion is to START with TikTok - that platform rewards content quality - you can have no followers and still go “viral” (insert link to KMS proof point here)
Start a new post. Record a video (in selfie mode) - repeat the question and give your honest and authentic answer.
Go back to ChatGPT, and type in the question you asked and your answer. Then say “please write a social media post for (whichever social you chose to use) to go with a video I shot answering this question (insert the question).
Check that you’re good with the verbiage, then copy and paste into the social media account. Click post.
Repeat that every day for the next 30 days.
You’ll now begin what is a presence for your brand on social media. People want to hear from experts in their field, and so you don’t want a person you just hired to be the “personality” of your business. It should be you, or someone else in the business who knows this stuff like the back of their hand. If you’re camera shy, get over it. Don’t overthink or over script it. Get questions and give your answers authentically. You’re the expert.
Try it out for a month, and shoot me a note with a link to your video for some real-time feedback.
Until next time, let's be about the King's Business. - Adam
