Focus On Your Business – Not Social MediaOutside Contributor
Focus On Your Business – Not Social Media
Why are you using social media?
If you’re like most landscape business owners, it’s probably because “everyone else is using social media” or “we need more followers online”.
But think a little more.
What you’re really answering is the wrong question.
A better question is why you want to increase your revenue, or why you want to expand your services, or why you want to hire a second crew.
The focus is, and always should be, on the business. Putting your business goals first will always provide the greatest return on your investment.
That’s not to say that social media can’t help you achieve your business goals – but only when you’re clear on what those goals are.
Last week I spoke with a business owner who asked me to help build his company’s Facebook strategy. He was very focused on why Facebook was a priority for his company – the opportunity to engage with customers, the large number of “Likes” he could attract, and all the cool apps that could be built into his company page.
But there’s one thing he overlooked.
He mostly has commercial accounts and his “customers” are largely government and municipal employees, most of whom are prohibited from accessing Facebook at work!
He was answering the question “how should I use social media?” when he should’ve been asking “how should I grow my business?”
It’s the answer to that second question that will tell you which tools to use.
Do you want to make more money? Be the go-to provider in your area? Help others? Be clear on that answer and then ask how social media can help you achieve that.
My Facebook devotee wanted to grow his business so that he could put his three kids through college and still afford to retire while he was young enough to enjoy it (and maybe even buy a second home on a lake). He didn’t really want to “engage” or be “liked” or develop Facebook apps.
Given his available resources, his audience (who couldn’t even access Facebook at work), and what he wanted to accomplish, an email or direct mail campaign would be far more effective. He just needed to ask the right question…
So the next time you find yourself jumping on a social media bandwagon, stop for a moment and ask yourself what you’re trying to accomplish with your business.
Not with social media – with your business.
Because using social media isn’t a business goal – it’s a tactic that’s used to support your business strategy.
About the author
Monica Hemingway is the former owner of Hemingway Horticulture, a licensed arborist, digital strategist, and industrial psychologist – an unusual combination that gives her unique insight into how to grow a green industry business. You’ll find her building websites and doing email marketing at ITG Multimedia and if you want practical, actionable tips on how to build your business, check out her [OneThing] email series.