Today’s COVID-plagued economy has really hit home that if you are not digital, you are dying. In order to survive and thrive, we all need to find ways to be virtual for all aspects of our businesses. Zoom meetings, video conferences, FaceTime, and so many other digital tools have now become the norm for conducting day-to-day business. In this environment, social media has become even more relevant. So, disregarding sales and marketing, here are my top reasons why your business should be on social media:
Hiring and Recruiting
As you probably know, the hiring and recruiting process starts long before you put that posting on Indeed. It starts with a strong company culture and helping those outside of your organization learn more about that culture. Social media gives you more bandwidth to broadcast what you are as a company and what is important to you. Are you a fun, ultra-professional, competitive organization that people want to be a part of? If so, how will people know that? The answer: social media.
When you finally do post that hiring ad on Indeed (or wherever), rest assured that today’s workforce is looking you up on social media to see what you are about. After all, this is how things work these days. If the wrong message, or no message, is there, you may be missing out on the right hire. You may be viewed as antiquated or dismissed as not being a credible organization.
Lastly, social media gives you more choices for posting hiring ads and offers. In addition, organic posting is free, so why wouldn’t you get some content out there about that open position in your company?
If you are not telling your story, someone else is. It could be ex-employees, competitors, or just some random stranger that you don’t even know exists. The bottom line is that people are talking about you and your company. Who do you want controlling that narrative?
Help bring awareness to the things outside of your business that are important to you. You are donating to charities, sponsoring golf outings, and volunteering time. I know you do not want to make these things about you, but by posting about these events and causes, you are also bringing attention to them. They want attention! They need attention. It’s how they get more donors and more sponsors. Help them by amplifying their voice, and, in return, you get good press. It’s a win-win.
Brand Awareness and Recognition
Yes, I know this article has to do with marketing, but it also has to do with every other facet of your business as well. Circle back to the whole hiring and retention process. How people feel about your brand extends far outside of sales and marketing. How people think and feel about your brand is directly related to what they know about it. As I said earlier, if you are not telling your story, someone else is. You want folks to know who you are, but fewer people are turning to traditional media to find out. So where will you educate people on your rand? Answer: social media.
Name recognition is something we all want. But how often do you think of this when it comes to hiring? When someone mentions your firm, does a potential applicant know who you are? Are they excited about the idea of working for such an amazing organization because they hear so much about you? Or do they dismiss you because they have never heard of you?
Connecting with Your Current Customers: Client Retention
Sharing others’ content and posts = gaining goodwill. One of the easiest things to do is share someone else’s content. Think about it: It takes two clicks. If you are sharing the content of your current customers—especially those businesses and people who really pay attention to their social media channels—they will notice. They may even return the favor by sharing your content and commenting about what a great company you are. Consider the principle of social proof. It means this: You can say you are great all you want, and people may believe it. But once someone else says it, it’s true.
You need to keep yourself (business) in front of your current customers in case your competitors come lurking. Back when I was a full-time salesperson, we used to say, “Your biggest client is someone else’s biggest prospect.” You need to protect your accounts and make sure that your relationship with your client is solid. Solid relationships do not come from a single approach; social media gives you an easy way to add to your client retention arsenal.
It’s a digital world, and it’s time to start updating your strategies. I know many of you have avoided social media up to this point. I know it is an added expense of time, money, and resources. I also know it would be harmful to avoid joining the conversation that is happening out there on digital channels every single day. Not sure where to begin? Well, we would love to chat with you about how we can help.
Someone is telling your story. Shouldn’t it be you?
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