In the era of digital everything, small business owners often feel overwhelmed, and not just by their business. The demands in simply running a successful business are many, and now businesses are expected to develop and maintain a digital presence.
What to do?
- Simplify your digital world so you can manage it yourself. Instead of trying to post everywhere, choose one social network and post consistently.
- Use a scheduling program like Hootsuite or Buffer to schedule a week’s worth of posts.
- Hire someone or give the responsibility to an existing staff member.
Understand why you are active in the digital world first and the answer will become clear.
If your business is one that changes regularly, like a restaurant or food truck with daily specials, it is important to post each day, every day. Your social presence is an integral part of your business and your customers will come to rely on your posts for their dining decisions.
If you offer a more static group of products and services, like a home care or construction service, then you can take a longer view with your social networks. Potential customers will use social networks for a variety of reasons, building trust, finding more information about your company, or viewing a portfolio of your work. It is still important to post consistently, but you can set aside time each week and use a scheduling program for your social media posts and alleviate the pressure.
Above all, don’t make it too complicated. Start small, perhaps with Facebook and a monthly email newsletter, and build from there.
Marketing can and should be fun. Likewise social media (it’s called social for a reason…) so don’t let this add to your stress.