There’s a final cautionary note for you when you consider a social media campaign. Of the dozen or so clients I have set up with social media accounts and started their campaigns, maybe one or two kept engaging for a year or more.
Even when the others acquired a reasonable number of followers and could point to clients who found them on social media, most all lost focus and stopped posting. The participation on social media stopped being fun for the owners and the incremental benefits just weren’t worth it.
Of course, even coming and going on social media does have some benefit. Google and other search engines will continue to credit your business for what you did post. A few potential clients will stumble across your old posts online and contact you. And, for some businesses — especially those that typically make a significant amount of money from each like (like CPA’s, equipment sales people, etc.) — there is a more compelling reason to staying social.
Plus, the work you do to establish social media accounts is a one-time effort. Most social media platforms welcome you back whenever you decide you have more time to participate.
So, my bottom line suggestion is to take the plunge into social media. But, do it after you decide why you’re doing it and what resources you’re committing to the effort.