If I were to guess, I’d say you know your own business very well. You know what exactly you make, offer, or produce and you know exactly how you do it.
However, chances are that your audience might not! Sure, they see photos of your products on social media, but what makes your products any different from the rest?
The truth is, people are MUCH more likely to do business with you when they UNDERSTAND you and your company.
I want you to spend some time brainstorming and come up with several key things that are true of you and your business. These should be the PILLAR things that hold your business up. These are the things that people need to know and that set you apart in your niche.
Let me give you a fictional example. Let’s pretend you sell jewelry that is handmade by refugees.
Pillar things that your audience should understand include:
- All of the jewelry is made by refugees. They are rebuilding their lives through their beautiful handiwork, and through your purchase. (This is HUGE. People need to know that the jewelry pieces are not just “any old necklace.” And though this first pillar would be completely obvious to you, someone quickly scrolling by your page needs to be told.)
- Each of the pieces is unique. No two pieces of jewelry are exactly alike. (They are not mass-produced).
- The jewelry is stylish. You don’t have to look “frumpy” in order to give back and feel great about your purchase!
- Customers are directly improving lives through their purchase of the jewelry.
All of these 4 pillars are common sense to you. You live and breathe these things! They are a no-brainer. However, to people who are quickly encountering your brand, they are not common sense. People need to be educated about your business so that they can easily participate!
Side note: Make sure you are educating people about the key things they should know about the product you are selling to them, not unrelated things about your business that are only interesting to you. (Sorry, tough love!) Example: They likely don’t need to know about your renovated office building or the fact that your Grandma started the business.
Once you have created a list of several things that set your business apart, start posting these things regularly on social media.
Think of different ways that you could communicate each pillar. Whether through stories, photos, video, or text.
You don’t want to keep saying over and over, “The jewelry is stylish!” Rather, think of photos you can take of the jewelry, or stylish people wearing it. This way the pillar truth is communicated without you even having to say the words.
Keep these core pillars about your business in front of people regularly so that they know:
WHO you are
WHAT you do
and WHY you are different from your competition.
As far as how often to post about each pillar, YOU know how often you post on social media and what your life and business can handle, so I’m not going to give you a prescribed number of times per month.
Also, it’s perfectly fine (and even preferable) to have different sorts of social media posts interspersed between these pillars.
I recommend sitting down with a calendar when you are planning out your social media posts for the month, and making sure that each of these pillars is communicated clearly several times per month. This way your audience is getting a regular education about you and your business.
There is a TON of noise and clutter on social media these days. Being clear about what you sell and what makes you different allows you to clearly stand out.