Using Social Media for Business
If you’re anything like me, you might be feeling a little bit trapped by social media lately. Unfortunately, as entrepreneurs, social media is a tool we pretty much have to use. It’s important to remember that social media is absolutely not the end-all-be-all for our businesses, but that we can absolutely make it work for us. But how? Well, we’re gonna talk about it.
Capitalizing on social media generally boils down to doing one thing - getting people off the damn apps. BUT (!) the apps are created with the intent of keeping users ON them - they want to keep people watching videos and scrolling their feeds within the apps. For us bodyworkers, that can feel stifling. You might have gotten hung up on the wrong metrics (or no metrics at all - which is okay, too!). So…
#1. Be conscious of who you’re making content for
I think it’s sometimes tempting to create main feed content for our clients. We know they see our stuff, and we want them to benefit. However, posting your calendar for the upcoming month and talking about availability in your main feed will probably not do your engagement any favors. If you want your clients to be reminded to book, add that to your stories, they can DM from there and contribute to engagement that way.
We also don’t want to speak only to bodyworkers. If your goal isn’t actually working with/serving bodyworkers, don’t post like that’s who your audience is. Consider the language you’re using, the content you're providing, and the context. Would a potential client/student/subscriber benefit from the content? Would they be able to easily understand the content? Keep it digestible and accessible. You can sound like you know what you’re talking about without confusing anyone, I promise!
#2: Aim to get people OFF the apps and onto YOUR platform
This means being strategic about content creation and focusing on engagement. I don’t mean creating content for likes and comments and shares. I mean creating content that leads to you sending someone a link that gets them OFF the app and onto your site. The main way we can do this - utilizing the CTA (call to action) when creating content. Have you ever seen a reel with text that says “comment ‘x’ for the link!” or “comment ‘x’ for more info!” or “DM me ‘x’ to learn more!” that, my bodyworker squad, is a CTA.
The thing about CTAs is that they’ll get the engagement that the app wants from your account (they want to see that your account is getting engagement from followers and users), and it means that you can get clients off the app and onto YOUR site that YOU own and control where they can purchase, subscribe, whatever your goal is.
#3. Create connection and a sense of community
It’s easy to get caught in the trap of emulating what you see “successful” bodyworkers doing on social media. They might have aesthetic feeds, specific days for specific content (like “muscle Monday”), or seem to be a real expert in the industry. People love their content, they get tons of shares and likes, and you see their stuff on your explore page sometimes. I don’t give a shit. You’re not them. The point is to foster connection, engagement, and a sense of community with YOUR people.
This means being yourself! YOU are the biggest asset in your business. People might follow because one piece of content spoke to them, but they’ll stay because they want what you’re bringing to the table. Authenticity matters, and people don’t want the same shit from 27 different people, they want you, in your voice, providing whatever it is that you do.
#4. Be accessible
I don’t mean respond to DMs and comments 24/7, stay on the app 5 hours per day, and stress yourself out over engaging with others. I mean make sure that your website/email list/offers/whatever are easily found. Create a page that lives in your IG bio with links to anything your intended audience might need - subscription page, site links, affiliate links, freebies, paid offerings, all of it. Once they’re deciding to leave the app, you want them to be able to find what they need in as few clicks as possible!
#5. Keep things in perspective
Remember, having 100k followers doesn’t mean someone is successful. Making wild claims about services/offerings sounds cool, but doesn’t prove anything. Someone could look like they have all their shit together on social media, and be drowning behind the scenes. Likes and follows don’t pay the bills, but getting people off the apps and onto your site will. So, if you’re looking at “the competition” for inspiration - keep in mind that you can’t see the back end of their business, and the point of seeing what other bodyworkers are doing isn’t to copy, but to maybe find inspiration or ideas, THEN put the blinders on and make something of your own.
Social media can be a time-suck and a gross comparison trap if you let it. It can also be pretty depressing to see what’s going on out there in the industry sometimes. It’s important to protect your peace, set boundaries, and use social media in a strategic way that works for your business - not for Meta. If you’re looking for more guidance on this, feel free to tap the link below and email me. I’m happy to chat about how I can help, and I’ve got a few things in the works along these lines.