What type of advice would you give a micro-business or freelancer considering using social media for their business development needs?
Clarification added April 17, 2010:
Nate,
Focusing on your online brand remands me of some of the other points about promoting others, being a resource person, and having identified goals. It seems tempting to start out everywhere doing everything, but that lack of focus can really become a drag on your time and resources. Therefore a focused approach that is multi-tiered makes a lot of sense.
Thank you everyone for offering up some very practical and thought provoking advice. These are all great ways to help the mico-biz owner and freelancers determine the best place to start and move forward with their goals. Although, I think some of their challenges are similar to small and mid-sized business owners, their objectives are also unique. I'm enjoying learning this area.
Good Answers (2)
Scott H.
SEO Campaign Manager at Ephricon Web Marketing
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Great answers from others in your network, Erika. There's some good advice here.
Here's what I'd add:
1) Be Valuable. Whatever platforms you choose -- blogging, Twitter, video, a combination of tools -- create and share useful information with people. Think first about what others need, then create.
2) Be Patient. Generating leads and new business via social media and social networking takes time. If you need immediate income, other vehicles might work better. On the other hand, if you commit to building your network and delivering value over the long haul, the rewards will be far greater over the course of your career.
3) Promote Others. While you're feeling the pressure of your immediate income needs, you've gotta resist the urge to focus just on you. Help others achieve THEIR goals, and it'll come back to you tenfold.
4) Set Goals. Start with small goals -- no need to bite off more than you can chew. One mistake a lot of people make in social media is thinking they have to do everything, be everywhere, and know everyone. Focus on one achievable goal at a time.
5) Help Someone Else. See a theme emerging? You may be uber-talented, but the key to getting someone to part with their money isn't being talented...it's solving a problem. Everyone out there has a need -- how can you help them resolve that need?
6) Step Away From the Computer. My biggest weakness is using social networking as a crutch. I spend too much time "building relationships" and "engaging" with people who can't help me grow my business. You have to step away from Twitter, pick up the phone, pound the streets, schedule meetings, send emails, follow up, follow up, follow up. Nobody is as attuned to your need for income as you are, so you can't count on them to come to you with checkbooks open. You have to go ask for the business.
Hope this helps! Reach out to me if you need to bounce ideas around!
Dan H.
VP, Minds On Marketing and Founder at TechConnect Ohio
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Here's my Top Ten List for Social Media for Business.
#1 = FOCUS.
#2 = Plan your work and work your plan
#3 = Define your target audience
#4 = Select two social networks where your target audience is active.
#5 = Deliver content that's of value to the target audience
#6 = Ask for engagement, interact, respond, and build upon orginal value.
#7 = Show your appreciation, thank people, and reciprocate when others help you.
#8 =Track what works, and what does not work. Continue what works and replace what doesn't with something new.
#9 = If you Tweet with others and it's valuable online you should plan to meet in person or on a call. "If you Tweet...You Should Meet!'
#10 = Have fun - Not everything has to be business.
Links:
More Answers (17)
Know what your purpose is in using it: is it prospecting, having a dialog with users, customer support, establishing yourself as an expert, networking? Once you know what your purpose is, it becomes easier to know how to use it.
Otherwise it will either suck your valuable time for little return, being more "social" than "business development". Or, you will get frustrated and leave a shell (like the blog you started that you haven't updated in 6 months ;-).
Hi Erika,
I would say first figure out who your targeted clientele is. Depending on your industry, you would be using different social media platforms. For example, for traditional industries such as finance and legal, you would be mostly using LinkedIn type of social media site where as if you are in the consumer, entertainment, tech and more fluid industries, you would utilize facebook twitter and youtube more.
After you've identified what your client list is/should be, then I would recommend first drafting some marketing campaigns/business development plans for the next 6 months and see how/when you would like to launch your plans. It's important to gain your credibility.
For personal business development needs, it's important to establish yourself as the go-to person/expert in the field so make sure to be active and perhaps even develop a blog around your business development ideas.
These should be your initial steps! It's important to remember that it takes time to see real results when using various social media sites, so be patient and responsive!
GOOD LUCK!
Michelle I. Z.
Writer | Copywriter | Marketer | Marketing Communications. Dynamic Writing that Boosts Your Sales and Visibility!
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Social media is simply another marketing vehicle and should be part of a more comprehensive marketing plan.
The key to SM is consistency. One of the first things to consider is the amount of time you can spend on SM each week. Set up a schedule that works for you, and stick to it.
I try to share a resource or blog post at least once a day. Others post once an hour. It all depends on what your schedule allows. You can position yourself as an authority, a resource, a thought leader, etc. The search engines will start to find you and so will followers/fans, if you're consistent enough.
Be yourself. SM is about being approachable and establishing relationships with potential clients. Let them get to know you while staying professional.
In addition to resources, I write updates about projects, clients, deadlines, enjoying the sunshine, looking forward to the weekend, etc. The 80/20 rule may apply here. (80% professional, 20% personal posts...but others may have a different ratio.)
To learn from some of the nation's top experts, attend the Social Media Success Summit 2010. http://www.socialmediasummit10.com/ I attended last year and fast-tracked my knowledge and expertise quickly. I believe there's still an early registration discount going on right now.
Hope this helps!
Links:
Figure out how you will measure results systematically, against the effort you've made, preferably in shorter rather than longer intervals. Share something you know and your potential customers would like to. Generally think in terms what content they might be happy to obtain from you, rather than what you'd like them to do for you. This may trigger a reciprocal relationship, which is what you need. But beware of poor content or unsolicited direct communications - as that will work in the opposite direction. In social media, you're a human being first, and a company second, and so are your customers (someone called this a human-to-customer relationship). So if you communicate your passion for what you do and your expertise in doing that, that should help you establish the credibility you need - and orders may follow.
Jennifer B.
Principal Consultant Cardinal Solutions, President COHAA, PMI Agile CoP CER
Wow, this is a loaded question. First, I recommend understanding your business needs based on where you are in the business lifecycle. Is your focus to build your customer base or retain the current one? Your needs are often different depending on whether you are just starting out or you have an established business?
Then determine what goals your wanting to accomplish with social media? Are you seeking to connect with others in your business area to network and build alliances? Are seeking to be seen as an expert? Are you creating name awareness and recognition? Are you seeking to promote special offerings? Are you doing it just because your competitors are doing it?
Based on your goals look for the social media forum that best aligns with your goals. Building name recognition amongst a potential customer base may require your businesses engagement in a different social media than seeking to network with peers.
Jennifer B. also suggests this expert on this topic:
A few of my thoughts:
Social media has become such a broad marketing tool that, honestly, the limits are shrinking!
I would first ask the business person to develop their objective. Are they looking for media attention? New customers? New business partners? to grow their following? All of these, and more, can be accomplished by utilizing what social media has to offer.
If they are looking for media attention, then start by following, friending, or linking with local news reporters, stations, etc. I've known several people who've been "found" by reporters looking for a story.
If looking for more customers or business partners, like myself, then use social media to develop relationships (from those you already know, and new people) and find out what people are looking for, and if you have what it takes to fill that need or desire with your business.) Be on the lookout for those looking for your product/service -- surf others' status' on FB or Twitter, join groups that are of a relevant nature.
Also, build credibility by sharing articles, tips, and free advice on topics of relevance to your business.
Be yourself while remaining professional and still 'human'!
~Renee
You want to look at the types of social media that are available and pick those that you have a comfort using. Having social media is a great tool for any business type but note that it is just one function of the marketing process. Networking face-to-face is going to play a vital role, which can direct these contacts to social media like LinkedIn, Facebook, and Twitter.
Savo D.
Entrepreneur
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Simple:
1.- do not hold your breath,
2.- make sure to have some income while waiting for a miracle.
Use LinkedIn to reach out to potential clients and start interacting with them. I explain more fully in my blog. Link below.
Links:
I'm just starting on my journey but so far, what I think that I know is this: you must use it as at least part of your plan. Do it well and contribute to the communities instead of just taking.
I suggest they understand how their business model would benefit from connectivity to people and potential clients that frequent the use of Social Media. Then build a marketing and technology solution to extract the benefits that could be derived.
Nate R.
Director of Social Business | Content Marketing & Social Media Strategy Speaker at The Karcher Group (TKG)
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Focus on developing your online personal brand first. Then focus on connecting wherever you can. To get any results, you need these vehicles for leverage....
Julia K.
Social Marketing Strategist | Organizational Change Management | Communications Consultant at Nine Dots Creative
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Erika:
I am getting in late in the game, but appreciate the great answers offered here. The most important thing I found to using social media for business development is to start with a marketing strategy. Your plan will define:
1) Your goals
2) Your target audiences
3) Your key messages
4) Measurement
Once these are clear, you can develop your social marketing plan which includes a personal branding strategy (as Nate mentions) and a tactical plan (to use your time wisely and help move you toward your goal). Measure your progress and tweak where necessary.
In addition, use your online progress offline and be visible locally and give yoursefl and your time to help expand your network and potential clients even more.
All the best to you, Julia
Christine H.
Do you have your copy of my FREE Report yet? Get "Top 10 Linked Profile Success Secrets" now at: goo.gl/beKnU
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Be clear about who and where your audience is, have a goal and use a timer!
Dave M.
Professional trade show booth traffic builder and party entertainer. Corporate and private sector events.
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Utilize social media, realizing that if you put the time and energy into it, you'll get more worldwide recognition which can lead to some lucrative new clients for your business...
Lots of thoughtful responses to the question. Two additional thoughts come to mind.
1. Don't hurt your business/professional brand with a personal brand that doesn't reach the same standards as your professional brand. Set up a separate account for what you had for breakfast or who you dated last night.
2. Social media isn't a strategy, but it should be used strategically. It's a good tool for finding influencers and getting on their radar, then moving to engagement. It's also a good tool for making sure you have a presence that accurately and cogently identifies your brand. Be sure you can be found, and then become a thought leader for your industry or market space. Don't overdo it. I never follow or become a fan of an individual or company without first reading a few of their posts and seeing who their fans/ followers are. I don't want to waste my time, but I do want to know people who can provide some value to me. I assume most people do the same.
Links:
Look at which of your clients you enjoy working with the most. What is unique about this group? What would it be like to have all your clients be just like these. Social media is like other marketing, 1st identify who you want to communicate with then work on getting it front of the people you are most passionate about working with. Social media is great for this, but beware it also makes it very easy to try to get in front of everyone and therefore actually build relationships with no one. Taking the time to learn what makes you tick is the best way to build your business to its capacity. Please are attracted to businesses that are passionate about what they do.
