Three epiphanies I've uncovered in social media marketing

Today is Epiphany, the day in the Christian calendar when the Three Wise Men arrived to visit the baby Jesus. The word Epiphany comes from the Greek meaning 'to reveal', so I thought it would be timely to share some of the epiphanies I've had whilst working in social media for business.

We all know the world of digital marketing is very fast-paced, which can feel very overwhelming, but there are some elements which remain consistent and help you to communicate and engage with potential customers and turn them into a loyal following.

Being authentic

One of the most important things I have come to realise is that authenticity is incredibly important. Its far more valuable to write and share information about topics I'm knowledgeable about and am passionate about, rather than trying to compare myself to other people's businesses. I came across a wonderful phrase last year, that I find myself chanting on a regular basis: 'comparison is the thief of joy'.

I would love for my social media presence to have a feeling of 'community' and for my audience to feel a connection to me and my brand, and work with me or buy from me because they can picture the happy dance I'll do as a result. When you browse through my social media you'll find me talking about my family and the reason why I run my business.

So much of the social media we consume is happy and shiny, but lately I have spotted more raw posts talking about struggles they've had, things that aren't going so well and other topics that don't stereotypically feature on business social media.

Social media is a two-way street

A crucial epiphany for me and many other business owners is that social media needs to work both ways. If someone said hello to you in the street, would you ignore them and carry on?

It's the same principle with social media - rather than just using it as a 'fire and forget' tool, try using it to have conversations, build relationships and interact with other businesses and customers. This will all help to create your community, show that your account is active and relatable and build trust.

Could you spend a few minutes each day commenting on other posts in your feed? Perhaps you could compliment a cake or bouquet that comes up, ask a question about a product that is displayed or add a review if its a product or service that you've used.

You don't have to be everywhere

As a mother, I have tried (and failed) to be everywhere all of the time. The same principle applies with social media - I have tried various different social media platforms, some have worked for me and some haven't. It is much better to focus on one or two platforms and use them well and consistently.

When potential clients come to me, they have often got themselves into a bit of a tizz as they believe they should be on every platform that is available to them. My response to them is to think about which platform(s) are best suited to their business - if you have a visual product, then perhaps Instagram would work best or if you provide a service then it might be that Facebook groups are the best option.

Conclusion: embracing the epiphanies

Social media marketing continues to evolve, but these epiphanies will remain consistent. They'll help your brand to stand out from the crowd, show your audience that you can relate to their pain point and create an invested community.