You Are the Most Unique Value of Your Business

Because I work almost exclusively with small businesses in my local region of Montgomery and Bucks Counties, I meet a lot of people through networking. In networking, professionals commonly trade advice in our respective areas of expertise. It’s one of the things I really love about getting to know other business owners in my community.

Naturally, the advice I get asked for the most is usually related to improving social media performance. Unfortunately, the absolute best advice I can give about this very important aspect of marketing is the very last thing most business owners want to hear.

“You have to show more of yourself on social media.”

Business owners know that they need to produce social media content regularly. But they rarely want to be the subject of that content. And this is the marketing impasse for many owners. The simple fact is that you are the most unique value in your business, so you need to be the one showing up in your content.

Data Tells the Truth: Your Highest Performing Posts Feature You

Whenever I look behind the scenes at analytics for someone’s social media accounts, I see the same thing. Whether it is my own client, a potential client, a networking connection, or an organization I’m helping, the posts that generate the most activity are almost always those that contain real pictures and videos of them doing what they do best.

The content itself may vary by business type or audience type, but here are some examples of posts that always get the most views and reactions:

• A video of the owner giving advice or sharing a story

• Pictures of the business owner and/or staff

• A blog post lead-in that contains a picture of the people it’s about

• Videos of the business doing something related to their workday

• Client feedback that contains an actual picture or video of the client

Think about your own tendencies as a social media user. Are you more likely to tap the “Like” button on a picture of a real person or on a graphic without photography? It’s the same for everyone. As people, we relate best to other people. And marketing is always about relating to people.

Why Do Business Owners Avoid Showing Themselves on Social Media?

If I were to ask why you don’t want to produce social media content that features yourself, how would you answer? Most likely, it’s something I’ve heard before, and it’s a perfectly reasonable answer! It takes time, creativity, forethought, resources, and courage to capture pictures and videos, then post them on social media. The obstacles are real, but they do not change the reality of what performs well.

I have experienced the effects of showing myself and not showing myself in my own business. There are seasons where I simply do not have the right conditions in place to make more of my social media about me. I am never surprised by the outcomes in either direction, though. As an industry insider, I have the benefit of knowing what to expect and how I can get different results. My clients, networking connections, and friends all need to hear the reminders and encouragement from me.

I’d like to encourage you as well! So I’m going to walk through some of those totally reasonable objections to showing up on social media as yourself, and give you some tips for making it happen anyway.

I don’t have time to do my own social media, that’s why I outsource it to a manager

Most business owners don’t have time to produce a full monthly calendar of content on their own. But showing yourself can still be done with outsourced help! When you work with a marketing firm, strategy is part of the package. Monthly meetings can be used for planning content, particularly content that will include pictures or videos of you. Your marketing firm will help you choose the topic, the information to share, and a little script advice. At the end of the day though, you are the expert, and you need to be featured in the content in some form whether through videos or pictures - and most certainly in the content. The good news is that with planning support, you can complete several videos in a very short amount of time!

I don’t know what to talk about on video or what text to pair with a picture

Talking about your own business can be hard. You are so deeply entrenched in your expertise that you may not even realize what your audience does or does not know about what you offer. Your marketing team helps you overcome this obstacle as well. Those planning sessions I just mentioned are the perfect time to draw the ideas, experience, and advice out of your mind in order to create great content. Whether the result is that you talk on video or your social media team writes a great post to go along with that picture of you and a customer, you will end up with personalized content that your target client finds relatable.

I can’t remember to take pictures or capture videos of my work

Service providers rarely think about recording their work as they go along. Taking pictures or videos before and after, during the process, or while interacting with clients just isn’t part of the actual “job,” so it doesn’t happen. This has to become a habit, which requires intentional reminders and planning. Make it part of your service checklist, checkout procedure, or calendar alerts so that you remember to stop and capture content when needed.

I actually need professionally produced pictures or videos

In some industries, there is an expectation of more polished imagery. In these cases, investing in professional photography or videography is part of the marketing budget. Even if you can work with non-professional media, every small business owner should also have some sort of branded content library. Professional photographers who work with small businesses can provide more than just headshots. They are also willing to capture “day in the life” photos and videos that show you and your team working and interacting with real or mock clients. A one-time investment will give you highly valuable assets to use for years. Reach out to me for a referral if you are looking for a trusted photographer or videographer.

I am insecure about showing myself online

I saved the objection that underlies almost every other stumbling block for last. Some people are extremely comfortable in front of the camera, and they make it look so easy! For most of us, though, getting in front of that camera or telling the real story behind the picture can be intimidating. There is a lot of vulnerability to showing yourself online. The good news is that most people are very generous and encouraging. If they are already following you, then they are more likely to be positive. Even if your video or picture doesn’t resonate with them, they simply keep scrolling. The truth is that even the posts that perform well and bring people further into your funnel are not going to stay in their memory very long. It’s what happens after the initial connection that sticks. And you can only get them to that point if you start by showing yourself.

Showing Up on Social Media with a Solid Strategy

Making content that highlights you and your area of expertise is not strategy in and of itself. For every dozen business owners I meet who are avoiding showing themselves on social media, I meet one or two who are making videos or posting pictures without very consistent results.

Just like everything in marketing, and business in general, there are best practices and strategic approaches. Before you ever start producing content of any kind, you need to know whose attention you want and what you want to happen once you have it. Knowing your audience helps you determine what to share, where to share it, and in what format. Getting more consistent results can often come with just a few changes.

If you’re grappling with the knowledge that showing yourself on social media will certainly have a positive impact, but you’re still resisting it, I’d like to help. At Marketing to Mission, we support our clients by clarifying the messaging that lands best with their audience and producing content informed by it. Book a discovery call to learn more about improving your marketing results through content that is designed around your expertise.