Have you ever felt frustrated by social media? Do you feel your message is getting lost in the clutter? And not getting seen or heard by those who need it?

In today’s ever-changing social media landscape it can be difficult to stay up to date with the latest trends and what’s working.

Let’s explore some of the top reasons why small business owners struggle to get social media to work for them.

You are not consistent

Not showing up consistently on social media is one of the biggest problems I see. If you’re inconsistent, you’re sending bad signals to the algorithm and the people who interact with your content. Inconsistency makes it very difficult to stay top of mind and build relationships with people who enjoy your content. Being consistent doesn’t mean you have to show up every single day. Rather, it means setting a regular schedule and sticking to it.

Another aspect where businesses struggle to maintain consistency is in their brand style. You may be consistent in your use of colour and presentation of your logo. But what about fonts, image style, messaging, and tone of voice? And is the presentation of these elements consistent across all channels as well as how you present yourself in a meeting or in your workspace?

Everything you share is an ad or promo

I’m not saying sharing products and promotions is bad. You absolutely should share these things. But that shouldn’t be the only thing that you share.

You should also share content that builds your brand. This might include sharing your expertise, your story, and what makes you different. People want to know the businesses they buy from. So share content that helps people get to know you better.

You are not creative enough in your industry

Do you follow what other companies are doing in your industry? Are you afraid to be different? If so, change direction.

To succeed on social media you need to stand out from the rest rather than blend in. It could be an unusual colour, a quirky voice, or an unconventional message. This helps you to get the attention of your audience in the first place and recall you when they are looking for someone who offers what you do. You don’t have to be radically different but different enough, so they say: “Oh yes…you are the xxx one”.

Do you have your own distinctive visual style and messaging? Taking time to identify your uniqueness will help you confidently stand out in your market.

In conclusion, a lot of business owners complain that they’ve tried social media, and it doesn’t work for them. But quite often it’s how they show up on the platform that is letting them down rather than the platform itself. Posting might be inconsistent, the images might not grab people’s attention, and the captions might not be engaging. All too often, they are too focused on the end result rather than being focused on the user.

If you want to learn how to stand out on social media and the digital landscape more generally, join my FREE live online workshop for small businesses, How to stand out in a crowded online world.

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