How to strengthen your social media presenceThis isn’t the first time we’ve looked at the juxtaposition between your coaching website and social media. But there’s more to social media marketing than just having a Facebook business page. If you want to get the most out of all that social media has to offer, do the following:
1. Choose the right platforms for youNotice how I didn’t say, “Choose the right platforms for coaches.” That’s because there’s no one perfect formula for everyone. For instance, Dominique Ara includes social follow links for Facebook, Twitter and LinkedIn on her Contact page: Really, what matters is that you find a platform (or platforms):
- Where your audience hangs out.
- That you feel comfortable using.
- That makes sense for the kind of business you run.
2. Only include social follow icons on the Contact pageWhile it’s important to attract and grow an audience on social media, you never want to do so at the expense of your website. That’s why it’s never ideal to place social media “follow” icons on every page of your website. When you give website visitors the option of exploring your social media pages, you’re giving them an excuse to leave your website. Your goal is to get them to stay until they schedule a call, right? So, do as Insley Consulting does and place your social media links on the Contact page (where they belong): There is another spot where social media links can appear on your website and that’s in your blog. However, social “share” icons typically don’t push your visitors away from your site. They simply give them a way to share your content on their own feeds before returning them to what they were doing on your website.
3. Be consistent with brandingOne of the great things about building a social presence across multiple platforms is you can deliver a custom experience on each. For example:
- Your Facebook page to promote your services and provide an extra point of contact through Messenger.
- Your Instagram page to share inspirational memes as well as photos that give a behind-the-scenes glimpse of your company.
- Your YouTube page to publish free tutorials that anyone can use and get a taste for what it’s like to work with you.
4. Align your storiesEach social media platform gives you a chance to tell your “story”. In some cases, you’re given a couple dozen words or so to do it. In other cases, entire pages. Just keep in mind that you want the messaging to be consistent with the story you tell on your website, but you want it written for the social media platform you’re on. Let me show you an example from Claire Bradshaw. This is the story Claire shares on the About page on her website: As you can see, the story isn’t really about her. It’s about the “you” she works for. Then, turn to her Facebook page: This is where she actually talks about herself and her strengths as a life coach and yoga instructor. This makes sense because it’s her personal page. People expect to connect one-on-one with someone here. Her Instagram page gives us another view of her story: This one is written in short, social media “speak” with emoji galore. Since Instagram is all about the visual story we share with others, this is the perfect way to get one’s message across. Just don’t forget to provide a link back to your site!
5. Put a lot of care into your profile imagesImages are a critical part of your website. They tell stories, evoke emotion and strengthen the memorability of your brand. The same is true for images you put on your social media pages. What’s nice about social media is that you don’t have to worry about the size or quantity of images slowing down your page speeds. Which is why you should capitalise on this opportunity and share as many relevant and eye-catching images as you can:
- Include a well-framed headshot or logo at the top of your pages.
- Create a banner that matches the strong design elements from your website.
- Include images and videos in all of your posts to quickly grab attention and ensure your content stands out from the endless feed of content pouring in.
6. Write in social speak, but stay on brandIt’s okay to adopt a more conversational and abbreviated way of speaking on social media — especially when most platforms only give you about 100 words to get your message across. So, don’t be afraid to let GIFs, emoji and hashtags speak on your behalf. Here’s a good example of someone who’s embraced social media speak while staying true to her brand: Suzanne Bowen includes a great mix of personal photos, professional tutorials and inspirational memes on this page. She’s still on brand with her messaging, but she’s adopted social media speak to more succinctly and effectively connect with her audience here. Another point of inspiration you can take from this page is the branded hashtag in the bio: #shaketochange. This is something she says in her classes and it’s a phrase she’s become synonymous with. If your business has a unique catchphrase, don’t be afraid to include it. It’s great for strengthening your brand name while also giving your community an easy way to find one another.
Wrap-UpKeep in mind that your social media pages shouldn’t exist in a bubble. You’ve created them to serve as an offshoot of your website, so they should help you drive traffic back to your website where social leads can engage further with your brand and, eventually, convert. Creating a strong social presence and visual identity will help you grab social media users’ attention and get them thinking and talking about your brand. But you need to give them something worth their time. If you need help setting the wheels in motion on your content marketing strategy, reach out to The Good Alliance and start making the most of all that social media has to offer your business.
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WRITER AND DIGITAL MARKETING SPECIALIST
Suzanne Scacca is a freelance writer, specialising in web design, marketing, and technology. She also teaches classes at Skillshare and is a sucker for movies, food, and dogs.