Social media marketing advice typically comes with a lot of “Do’s” – things you must do or attempt to be successful. But this morning I woke up thinking about the “Don’ts” … and maybe that’s because Sunday night I was reminded of a Don’t that had nothing to do with social media, but everything to do with giving things the right attention. (I’ll share my goof-up shortly. Just know that hundreds of glass bottles – some broken – were involved.)
Social media marketing “Don’ts” for a health and wellness business
Don’t think you have to learn it all before getting involved. Feeling frustrated you don’t know everything about social media? I pretty much study it for a living and sometimes struggle, too. But it’s not stopping me from using social media, and it shouldn’t stop you. For example: I don’t know much about Google Plus, but I hear people raving about it. So I’ve posted a few things on G+ just to get my feet wet (even though I’m not using it very effectively) and giving myself points for trying. If you’re hanging back for fear of doing something “wrong,” don’t go there. Trust your gut and do a little experimentation with social media for your wellness business.
Don’t try to be on every social network. It’s the quickest way to social media burn-out. Unless you have multiple employees, a virtual assistant or an intern, you can’t be effective sharing content on three, for or more sites. While you can use automation tools, you have to be careful or you could come across as a wellness pro robot. You might have to turn your back on the shiny-object social sites like Instagram (Ooooh, what pretty pictures you have!) or the frustrate-you-to-no-end ones like Facebook (Curse you and your algorithm, too!). Pick one or two to learn and master and give them your all for the foreseeable future or until you have more help. And don’t forget that your blog counts as a site, too, and it will take a lot of your time.
Don’t expect to get clients right away. Would you keep using social media even if it wasn’t bringing you business? This is something I asked myself recently. Cold, hard fact: We have to be in this for the long haul. This is what successful wellness pros are doing, including two health coaches I recently interviewed (see Patience is a virtue: Social media and your wellness business). Consider your time spent on social media as an investment, just like your other business-building efforts. While many wellness pros can connect a tweet, Facebook share or blog post to a specific new client, others haven’t been able to yet. Social media takes time and patience, so don’t get frustrated when you’re not seeing the pay-off. Just stay in the game.
Don’t overlook other parts of your business. Social media can be a welcome distraction from the important and often nagging things on your to-do list. But it may not be The ONE Thing you really need to focus on. Like getting clients. Like getting your website up. Like making a follow-up call to a wellness pro you planned to partner with on a workshop. (Speaking of The ONE Thing, I recommend the book by Gary Keller of Keller Williams Realty fame and Jay Papasan. I also enjoyed Jay’s How To Achieve Your Goals ONE THING At A Time podcast.) Several people I interviewed for my Pinterest for wellness pros ebook said they spend just 15-30 minutes on social media each day and are finding success. Don’t let social media take over your business. Try a focused 30 minutes each day and see what you accomplish.
Now I’ll tell you the inspiration for this post.
I’m a fan of CVS and love doing everything I can to save money there – using coupons, ExtraCare Rewards and shopping sale items. I also love recycling and have been into it since elementary school (trust me … that’s way back in the day). On my way to CVS Sunday night to use a $10 ExtraBucks coupon that was set to expire that day, I decided to recycle some glass jars. As I was dropping them into the giant bin, I felt some paper on one of the glasses and I thought it was the product label. So I tossed the glass in, heard the loud (and satisfying) crash of glass breaking and then made my way to CVS. In the parking lot, I searched high and low for my coupon. And that’s when I realized the paper label was probably my $10 coupon. I headed back to the recycle bin and got out of my car to see if I could find my coupon. I hoisted myself up the bin wall and peered inside. There several feet below me and on top of hundreds of glass bottles, many broken, was my coupon staring up at me.
I love a good challenge, so I headed home and asked my husband to come help me retrieve it. (He loves an “only Melanie would do this” story, and I told him he’d have another for his stash.) We grabbed a rake and a long pincher-like tool from the garage and headed up the street. My husband’s taller than me, so he was the one to lean into the bin. After about five minutes of trying, he was able to grab my coupon. And don’t you know I headed to CVS to spend it!
The moral of my recycling story: DO pay attention to your surroundings and be in the moment. If something feels wrong (like the paper label I thought I touched), it probably is. And DON’T crawl in a glass bin (get your husband to – ha!). And the moral of this post: DO use social media marketing for your health and wellness business. Just DON’T wait until you think you know it all … or try to be on every social network … or give up when you’re not seeing a pay-off … or let it distract you from growing your business. (See you at CVS!)