“Be personable,” they say. “Relate to your clients,” say the experts.
If your business offers professional services, you may have a difficult time trying to connect to your audience on social media. You wouldn’t want your clients to think you’re anything less than professional, after all.
We hear this a lot when we create content calendars for doctors, attorneys, dentists, realtors, any professional service, really. You don’t want to come across as the class clown or make potential customers view you as lazy or unavailable (“He’s out fishing, again?”). But being personable does not equal to being unprofessional.
The key rule of Social Media is to post content, both video and pictures, that will be interesting to your audience. If every post reminds them that you are the best darn cleaning service to have ever graced the area with the best customer service and top-notch ingredients, your clients are going to get bored real fast. Even if it’s true.
Your competitors could post the exact same thing and people will get tired of your singing your own praises.
A great way to relate to your audience by staying professional is to SHOW don’t TELL. Let’s see some pictures of your beautifully decorated office, let’s wish happy birthday to one of your employees, let’s celebrate a work anniversary for your team. Let’s share reviews of course but be sure to shout out the clients who are loyal and use your services time and time again.
You can easily turn fun, goofy, “social media days” into talking points for your company.
October 29th is National Cat Day. Regardless of your industry, if you or an employee have a cat as a pet (or even better, an office cat!), post a picture and tell everyone about the pet. You’ll have tons of engagement for this.
If it’s not October 29th, you can research “Social Media Holidays” and find a post idea for almost any day of the year.
There are also many observances for October. You may be able to find a cause your business can relate to, like Adopt a Shelter Dog Month, Caffeine Addiction Recovery Month, Country Music Month and so many more! You could make a donation to a cause, volunteer with them or even just educate your followers on the reasons it’s near and dear to your heart. It’s a great way to SHOW your audience what is meaningful to you and your business.
The other way to relate to your clients is through fun events. This time of year is filled with Fall and Halloween festivities. Show off an apple pie you baked for the office using apples you purchased locally, have employees share pictures of their fall décor in their office or have a costume contest and have your clients vote for their favorite.
No matter your profession, your audience will enjoy seeing your human-side. And they may even share your posts!
Remember, Social Media success stories always have campaigns in which their clients could relate to the business. They felt appreciated, heard or even un-intimidated to call and ask for help. So don’t be afraid to use some of these less “professional” days to talk about your professional business. Your clients will thank you (and so will the algorithms).
Have you downloaded our current content calendar yet? If not, click here and get 3 months of ideas to work into your social strategy!