This article is a guest post by Melanie Deardorff
Social media marketing advice typically comes with a lot of “Do’s” – things you must do or attempt to be successful. But this morning I woke up thinking about the “Don’ts” … and maybe that’s because Sunday night I was reminded of a Don’t that had nothing to do with social media, but everything to do with giving things the right attention. (I’ll share my goof-up shortly. Just know that hundreds of glass bottles – some broken – were involved.)
Social media marketing “Don’ts” for a health and wellness business
Don’t think you have to learn it all before getting involved. Feeling frustrated you don’t know everything about social media? I pretty much study it for a living and sometimes struggle, too. But it’s not stopping me from using social media, and it shouldn’t stop you. For example: I don’t know much about Google Plus, but I hear people raving about it. So I’ve posted a few things on G+ just to get my feet wet (even though I’m not using it very effectively) and giving myself points for trying. If you’re hanging back for fear of doing something “wrong,” don’t go there. Trust your gut and do a little experimentation with social media for your wellness business.
Don’t try to be on every social network. It’s the quickest way to social media burn-out. Unless you have multiple employees, a virtual assistant or an intern, you can’t be effective sharing content on three, for or more sites. While you can use automation tools, you have to be careful or you could come across as a wellness pro robot. You might have to turn your back on the shiny-object social sites like Instagram (Ooooh, what pretty pictures you have!) or the frustrate-you-to-no-end ones like Facebook (Curse you and your algorithm, too!). Pick one or two to learn and master and give them your all for the foreseeable future or until you have more help. And don’t forget that your blog counts as a site, too, and it will take a lot of your time.
Don’t expect to get clients right away. Would you keep using social media even if it wasn’t bringing you business? This is something I asked myself recently. Cold, hard fact: We have to be in this for the long haul. Consider your time spent on social media as an investment, just like your other business-building efforts. While many wellness pros can connect a tweet, Facebook share or blog post to a specific new client, others haven’t been able to yet. Social media takes time and patience, so don’t get frustrated when you’re not seeing the pay-off. Just stay in the game.
Don’t overlook other parts of your business. Social media can be a welcome distraction from the important and often nagging things on your to-do list. But it may not be The ONE Thing you really need to focus on. Like getting clients. Like getting your website up. Like making a follow-up call to a wellness pro you planned to partner with on a workshop. (Speaking of The ONE Thing, I recommend the book by Gary Keller and Jay Papasan. I also enjoyed Jay’s How To Achieve Your Goals ONE THING At A Time podcast.)
Don’t let social media take over your business. Try a focused 30 minutes each day and see what you accomplish.
Melanie Deardorff is a veteran marketer whose focus has been digital and social media marketing since 2009. Based in the U.S. Midwest but transitioning to more of a digital nomad (work from wherever) lifestyle, Melanie partners with companies of all sizes and industries, including nonprofits. A special passion of hers is helping small companies, including health and wellness-focused businesses, stand out and be authentic online.