The Algorithm & Going In Scared
There are so many entrepreneurs that are incredible at their craft, yet struggle to execute on some of the more tangible aspects of running a business, such as marketing and social media. Even if you don’t aspire to become a marketer or run a social media agency, having these transferable skills can be deeply impactful to the success of your business.
In ‘Build Your Digital Community’ Episode 15, we chat with Laura Sinclar, a social business coach, marketing strategist, and owner of Laura Jane Social, who we had the pleasure of meeting at Fast Foundations. We discuss the dreaded Instagram algorithm, how to show up online and in your business, and the basics of building a social media strategy.
Use Social Media In A Way That Works For You
Social media isn’t rocket science. Anyone can run social media accounts, but not everyone should.
We should be trying to get to a place in our business where we are leaning into and operating entirely from our zone of genius. Ask yourself: Is there something else that I could be doing during the time I spend on social media that could make me more money, such as one-on-one client time, selling more products, or building stronger partnerships? If so, go out and do that instead!
However, being able to outsource does not negate the fact that business owners should absolutely be showing up on their accounts. Remember, storytelling is vital and people buy from people. If you do not have the resources to outsource, consider what small things you could be doing to make the load easier.
At the end of the day, you want to show up authentically and create content that resonates with your potential customers. Bringing in a strategist who can see that full scope can be very helpful.
Getting Started On Social Media As A Business Owner
We are fed SO much information about social media. Focus on finding resources that understand what it’s like to be a business owner. So much of what is online is made for content creators and there is a large difference between the two.
To start, Laura recommends getting over the hurdle around showing up. Then, figure out the story you want to tell and find a way to do that consistently. You want ‘who you are’ and ‘what you do’ to be abundantly clear if someone lands on your social media page for the first time. This clarity is so crucial to finding your ideal clients and finding success online.
The Instagram Algorithm and How Often To Post
The Instagram algorithm is an ever-changing and rapidly evolving thing. As frustrating as the changes can be, Instagram is ultimately trying to keep us within the app. The more time we spend on Instagram, the more ads they can serve up and the more money they can make. The algorithm doesn’t hate you - it just means that your content isn’t resonating with your audience and it’s time to switch it up.
We recommend posting on your feed a minimum of 3x a week. We also suggest showing up on Stories as much as possible - ideally every day. There has also been a clear shift towards video. Yet, video tends to be more time consuming to create than static content.
Above all, stick to a posting schedule that you can commit to long-term. There is nothing worse than going through periods of sharing a lot, followed by a period of sharing nothing.
Taking Action
There is such a pressure to post “correctly” and frequency. Instead of rushing into it, take some time to determine your content pillars, how you can add value, who your ideal audience is, and how you can pour into them.
Selling and Showing Up On Instagram Stories
It’s not just about the posts in the feed. There is so much more to it. Instagram Stories is one of the best places on the app to sell and add value. It is an amazing feature for building know, like and trust. Our job as online business owners is to capture leads, nurture those leads, and then sell to those leads.
Yet, so many of us overthink how we’re showing up on Stories. The fear of showing up and showing our faces can be paralyzing - and that’s okay. There is nothing that anyone can say to you to make it easier. So do it scared and do it anyway. Anyone who is judging you is doing less than you. You also never know who could be watching and the opportunities that can arise.
Tips for getting started:
Find a filter that makes you feel confident
If you’re not comfortable talking to the camera at first, try taking a selfie and put some text on top of it.
Use your close friends list on Instagram to speak directly to people you know and are comfortable with
Remember, if you are willing to show up, you are a leader who is doing something most people are