No, it’s not just you or something you’re doing “wrong”.
The internet has changed. It’s gotten busier. It’s louder than ever. We’re no longer in the days of being able to slap together an email funnel, passively sit back, and watch the money spit back like an ATM machine.
This is a conversation I’ve been having with my clients a lot recently. It’s all about taking a more ACTIVE approach with your marketing and sales instead of passively sitting back hoping social media will build your business for you. That means putting the social back in social media and giving what you want to get. It means showing up online the way you would offline.I mean, think about what this passive approach would look like offline...we’d never go to a coffee shop, sit in the corner with a piece of paper that told people what we do for a living and expect the entire coffee shop to come over to us, read it, get it, high five us, and hand us a bag of money. Why do we expect this online?People are busy. People are lurkers. People are being bombarded.
People can’t see your tiny piece of paper in the corner of the coffee shop. People don’t want to give you their bag of money, and they’re wary you want to take it from them.Back to our coffee shop. If we wanted to connect with someone, we’d say hi. We’d engage first. We strike up a conversation. We’d ask some questions and try to get to know the person in front of us.
It’s no different online. We just WANT it to be different because that’s easier. It’s more comfortable, and someone sold us this idea five years ago (things have changed, friend).
The really good news for you? This is a GREAT opportunity for the cream to rise to the top and for all of us to step up our game.
If our organic reach is going down and likes are at a premium, maybe it’s time to bring more of the personal touch back, make an effort to connect, increase the value we offer, and show up and serve a little more before asking for the sale.
The algorithm tends to mimic what people want online - connection. It’s social media, not marketing media Overall, this is a chance for all of us to stop phoning it in. It’s an invitation to turn off the cruise control and put our foot back on the gas.
You can’t control the likes you get, but you can control how you actively show up, connect, and market your business, which directly impacts the clients you book and cash deposits you make.
This week, instead of being frustrated by the algorithm, I’d invite you to adopt the mindset of being algorithm-proof. Look instead to where you can actively open a new relationship, deepen the connection with the people in front of you, and bring in the social aspect to your media and sales process.
Wishing you your version of success.