When I started my first business, 5 years ago, as a Group Fitness Instructor and Nutrition Specialist, I wanted to be visible, but I didn't really want to be visible.
I will having a ping pong match in my head between I want to grow massively in business, the way that I packed my group fitness classes at a gym, And growth is scary (or was scary at the time.)
So I played small in my business. I took out some print ads. Spent a few hundred bucks placing a small ad in the local "Coffee News."Offered my classes at a stupidly discounted rate on a platform called Wag Jag, because when I started out, I had serious money mindset issues.
And you guessed it, the results I got were... mediocre.
The truth was posting about fitness was boring. 30 minute classes, they've been done. Online program? Literally 3 months after I opened my business Beachbody on Demand came out.
In order to succeed and some days survive, I had to be DIFFERENT.
And that meant showing up and revealing parts about myself.
We don't do business with the business. We do business with the person we trust or the person who takes care of us.
Social media is the quickest, cheapest way to start engaging and it doesn't take a degree to master it. Just make sure whatever platform you pick, you're building a buying audience through consistency.
Everyone wants posts to go "viral", but I'll take consistency over being a one hit wonder any day.
But if you're not sure where to start content wise, here are the four most common emotions that make posts go viral.
1. Awe (25%) otherwise known as curiosity marketing.
Is something new and exciting coming in your business? A book about to be published, a collaboration or launch of a new product, or simply something that made you think differently about the world. Is there a wonderment, a revelation, a reverence to someone or something in your life. Tell us about that. It peaks your potential clients interest AND tells them about things that matter to you.
2. Laughter (17%)
We love social media because it allows us to be SOCIAL. We can connect with people all over the world, and when we tell a good story that makes people laugh, it's like being the life of a party. It's like sitting around the campfire or the crazy Uncle at the wedding. We remember them because we LAUGHED. But here's the thing. Don't TRY to be funny. If something funny happened in your day, just tell the story play by play, and the reader/listener will make the connection themselves.
3. Amusement (15%) otherwise defined as "pleasurable diversion."
There is a reason You Tube is blocked on almost every server I know at any workplace I've ever been at. Your potential audience is dying to have something captivate their minds, whether it's a place you're traveling to, a client you're working with, a change up of your home office, maybe even a book you're reading. But don't just spoon feed them and give it all away. Post a clever before and after and make them tell you the difference. Post something that's not part of the highlight reel, something gone terrible wrong. There is a reason why we loved "America's Funniest Home Videos." Laughter and Amusement.
4. Joy (14%)
This one is my favourite. There is nothing more inspiring than seeing someone in pure joy with their experiences, relationships, maybe even how you've found joy in the mundane like filing your taxes. I don't believe there is a human on the planet that doesn't want to feel joy. So post away about the things in your life that truly make you happy, and how your business is a result of it. Joy, success, happiness it's so individualized, and that's what I love about it.
Anger, empathy, sadness, and surprise make up the last small bits, but content can be overwhelming. So use these four above as your roadmap.
And if you're stuck, reach out. CONTENT is WHAT I DO!