Over-Analyzing the social media strategy can cost you a lot

Do you talk about your business on any of the social networks?

The reason for me asking this question is an interesting talk that happened between me and one of my friends who last year started a business and trying to find efficient ways to promote it.

We connected through LinkedIn and he asked me for a discussion on his product, so we scheduled a google meet for the same.

The call started with him showing me his website which was below average and then I asked him Are you talking about your business on any of the social networks?

What he said after that is exactly what is going on in most of the business owners & entrepreneurs. So see if all of this can relate to you or not.

He started with little hesitation and said that he is thinking to go on Instagram and will show photos of the product. He said that he is analyzing the right hashtags, the right time to post, the perfect content, the lighting, the camera, his attire and how to find time to do all this.

I had to stop him to let him know that he is overanalyzing & overthinking the whole strategy. I think this is a common problem among all of us, we overthink and this overthinking paralyse us and fills us with anxiety.

So, I suggested that he should start his social media journey step by step. The first step is developing a habit of posting content consistently on one of the social networks.

Now, two question arises:

  1. Which social network to choose?
  2. How to generate content?

So, Let me give you a simple method to select a social network and strategy to generate content. The reason for selecting a social network is because every social network is different and if you starting then just start with one. Social media is a long term game, go step by step.

You are selecting a social network so that you can showcase your product and talk about it so that you can get more leads and customers. It is very important for you to understand your customer first, find out your customer segment, find out for whom this product is, narrow down, don’t be generalised and say my product is for everyone.

Let me give you an example of a Dental Clinic that wants to get more clients for the high price Invisalign braces. So as a first step we asked them to look at the records of their existing customer base and find out the age, so they did and we got to know that most of the patients are of age 16 to 30.

Once you get this number then you can find out which social network has this kind of public. In the case of this Dental Clinic, the answer is Instagram. That’s how you can figure out the social network you want to be. If you are into the B2B segment then you will find your customers on LinkedIn.

The second question is how to generate content?

See, you don’t have to generate content, surprised?

I was too when I heard it for the first time from Gary Vaynerchuk. (Gary Vaynerchuk is the chairman of VaynerX, a modern-day media and communications holding company, and the active CEO of VaynerMedia, a full-service advertising agency servicing Fortune 100 clients across the company’s 5 locations.)

His idea is to not create but document.

But what does it mean?

Suppose you are having a video meeting with me or anyone related to your product then you can take a selfie of yours and the laptop screen and post on the network writing what we are discussing. This is a piece of content and this is powerful.

This way you don’t have to create but just keep on documenting your work and keep on showing it to the audience. Simple Yet Powerful Strategy.

Here is the video of Documenting your journey that I highly recommend:

So, don’t overthink, post content for your audience, post only what you’re confident discussing, be humble and figure out as you go. be consistent.

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