My struggle with using social media to promote my business - and why not going viral is perfectly fine
So, here's a confession over a cuppa: I've had a bit of a rollercoaster relationship with social media. For the longest time, I was that faceless account lurking in the shadows. All static images and graphics, with about as much personality as a damp biscuit. Putting my face out there? Absolutely not. Share my personality? Good heavens, no!
I felt overwhelmed by the pressure to be consistent, and the mere thought of sharing my face and thoughts online made me want to hide behind the sofa. And when I did muster up the courage to post, it often felt like shouting into the void. Crickets. Tumbleweeds. The odd spam bot trying to sell me dubious followers.
But here's the thing - I never really expected to go viral. I was a latecomer to the social media party, and honestly, the idea of overnight fame sounded more exhausting than exhilarating. Back then, many businesses weren't even on social media, so I happily pottered along in my own little lane, blissfully unaware of algorithms and engagement rates. I just wanted to let people know what I did for my clients.
The in-person networking grind
My struggles with social media meant I relied heavily on in-person networking. Don't get me wrong - I love a good natter over tea and biscuits, but traipsing to event after event was draining. It was time-consuming, and I began to realise that while face-to-face connections are valuable, they weren't the most efficient way to grow my business.
I wasn't setting clear goals, and I didn't fully grasp how social media could be a game-changer. My only objective was to be consistent, but without direction, I was like a ship without a compass - just drifting.
The lightbulb moment
One day, after yet another networking event where I'd handed out more business cards than I'd care to count, I decided to give social media another proper go. This time, I treated myself as a client. I set aside dedicated time each week to create posts and content for my socials.
I started showing up online as authentically as possible. Yes, that meant sharing my face (eek!) and letting my personality shine through. I posted about my love for tea, my fascination with words, and yes, I even used the word 'lush' liberally.
And do you know what? Magic didn't happen overnight. I didn't wake up to a million followers or offers to turn my life story into a blockbuster movie. But slowly and surely, people started to notice.
The decorator debacle
Speaking of showing up authentically, let me share an embarrassing story (because who doesn't love a bit of self-deprecation?). I was filming a Reel in my kitchen - pulling silly faces, doing little twirls, the whole shebang - completely in the zone. Unbeknownst to me, the decorators had arrived early and were standing at the window, bemused expressions on their faces. Mortified doesn't even begin to cover it!
But hey, if I can survive that, I can survive a few underperforming posts.
Embracing consistency over virality
I've learned that it's not about going viral or amassing thousands of followers. It's about consistency and connecting with the right audience. I kept posting, mixing up the formats to keep things interesting - reels, images, little anecdotes. And it's incredible how many people have told me they see and enjoy my posts. Some have even become clients as a direct result.
My perspective has shifted dramatically. I now believe social media can work for any business. It deserves time and respect within your business strategy. Plus, creating posts can actually be fun! As a free form of marketing, it's a no-brainer. With a few hints and tips to keep things simple, any business can and should be using social media to promote themselves.
Treating myself as a client
By setting aside time each week for my own social media - just as I do for my clients - I've built a valuable online presence. Without it, I'd either have to spend thousands on traditional advertising or hours upon hours networking in person.
I always aim to show up authentically. I encourage engagement, but even when a post doesn't get much interaction, I keep going. I know people are seeing them, and that's what counts. Consistency truly rules.
A love-hate relationship (but mostly love)
Social media and I have a bit of a complex relationship. It's crucial to my business, and I genuinely enjoy spending time on it - but I'll admit, it can be exhausting at times. It's like hosting a never-ending tea party: delightful but sometimes you just want to put your feet up and enjoy the silence.
The takeaway
Consistency is more important than chasing virality or obsessing over stats. I know my socials are working, even if the numbers aren't skyrocketing. People tell me in real life that they've seen my posts. I've stayed consistent, and my audience knows what to expect. Over the years, I've delivered a wealth of value that's there for new followers to discover. It all links with my blogs and newsletters, creating a comprehensive resource for potential clients.
So, keep going. You never know who will see your posts or when they'll decide to reach out. Build your audience, showcase your expertise, and let your personality shine. And don't be afraid to share those embarrassing moments - they make you human.
Now, if you'll excuse me, I need to go make another cup of tea. Care to join me?
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