By now, social media has captured the attention of business owners around the world. The latest and greatest in marketing is focusing on leveraging social, and new “gurus” arise out of the woodwork every other hour. This has created quite a “me too” mentality that is resulting in a lot of frustrated website and business owners.

Rather than following the heard, why not do something different? While everyone seems so intently focused on getting “Likes” and followers, why not aim for appointments and dollars? Social is meant to be about people. The problem with many of the tactics that are circulating is that they’re focusing away from people, on automation and gaming the system… which inevitably fails when used in marketing. Technology has allowed the speed at which we fail, since there are so many marketing touches in a day that tactics die much quicker than in the past.

Facebook Targeting Customers

How To Do It Differently

So what should you do, you ask, to be so different? First off, consider your audience, but consider the context of why someone would purchase your product or service, as well. Not all B2B has to be confined to LinkedIn, since that’s the “professional network.” In the end, people buy things… not companies. Since that’s the case, salesmanship will always prevail.

Know, Lke, Trust


Building rapport and developing relationships should be the name of the game on social. Forget about Facebook Pages. They serve their purpose, but for the small business owner, consider how many people do business with you. If that’s the case, then you should be a featured element of your social presence. Maybe it makes more sense to scale your personal Facebook profile, than build a sterile business page.

Instead of shouting louder than the next guy, how about shutting up for a moment and listening. Social media feeds the ego, and if we’re really courting our prospects, we’ll take advantage of that. So why work so hard to be ignored? Why not focus on your prospects and customers and comment, like, share and retweet the things they’re talking about. You’re certain to be noticed if you talk about them, engage with their content. Once you shift to be a bit more towards being “friend” than “vendor” you’re up in the social game.

Given your business model and positioning, social is a very personal thing. No one tactic will work the same for everyone. You must be congruent in your messaging and true to whom you, your business and your brand is about. But if you can be a little more human, a little more interested, and a little more engaging, then you have a great chance of rising above the noise.