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How Social Media Can Drive Your Business

Understanding the relationship between social media and your business or personal brand is the key to supercharging your business. In many ways, social media and email has become the primary way many online businesses, young professionals, and creatives are discovered and bring in new potential clients. It is on these platforms young businesses can even thrive or die.

What Social Media Is

I like to think of social media and email essentially like an on-ramp to your website (i.e. your digital store, professional portfolio, creative expression). These platforms provide a digital means of connecting potential clients with whatever you intend to offer them. If done correctly, like a bunch of small streams feeding into a larger one social media and email can facilitate a steady flowing of quality clients over a long period of time. I have tried to illustrate this point with the following coggle illustration:

If done correctly, like a bunch of small streams feeding into a larger one social media and email can facilitate a steady flowing of quality clients over a long period of time.

What Social Media Is Not

A common mistake made by many young entrepreneurs is assuming that most of the “selling” and “deal making” is done directly on the social media platforms themselves rather than their website. People have become accustom to simply tuning out a seemingly never-ending stream of half-baked poorly made ads. It is for this reason, social media and email have to be more like the beginning of a long time relationship with a potential client. A place where people are getting to know you for the first time and deciding whether they like you or not. While it may feel counterintuitive, social media should not be the main place we are selling our services but rather, we should aggressively use them to meet and build relationships with all our future clients.

What Social Media Could Be

Social media can be a lot of things, but if done properly it can the thing that brings in a steady flow of high quality clients over a sustained period of time. On the one hand, social media platforms can be the place where you bring in brand new potential clients that have never met you before. On the other hand, if relationships with potential and former clients are properly tended to social media can become a powerful feedback loop where valuable insights are learned and priceless referrals are gained for future clients. To show this again, I have included another illustration showing the idea of a virtues cycle that can take hold of things are done properly:

While it may feel counterintuitive, social media should not be the main place we are selling our services but rather, we should aggressively use them to meet and build relationships with all our future clients.

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