Boulder, Colorado native and Founder of AMR Digital, Analiese Ross is a social media expert. She and her team at AMR Digital have helped hundreds of small businesses develop social strategies to build brand awareness, increase engagement, and drive conversions.
In 2016, Analiese had recently graduated from the University of Colorado with a marketing degree and landed her first job as an account manager at Yelp in San Francisco. She soon realized that the telemarketing world just wasn’t for her. Feeling discouraged, depressed, and a bit lost, she quit her corporate job and returned home to Boulder.
Determined to put her marketing skills to work, Analiese began offering social media services to a few local small businesses in her community. What started as a “favor” soon began producing incredible results. Within just a few months, she’d helped one business triple their online presence and client acquisition.
Word of their success spread, and she began to acquire new clients every month until she was unable to meet the demand for her services. She decided to legitimize what had previously been a freelance business, officially created AMR Digital and brought on her first employee. Her success only catapulted from there. As Analiese has grown her team and massively scaled her client list, she continues to prioritize working with small businesses and utilizing the same key principles that generated incredible success for her first clients.
Four years later, Analiese is privy to some of the most common mistakes small businesses make in their social media strategy. Today, Ross shares the top 6 mistakes that businesses are making that hinder social media growth and results.
They put their business before their customer. Many businesses make the mistake of utilizing the age-old “make it and people will come” strategy. Analiese warns that this doesn’t work on social media. Instead, businesses should take a “people first” approach, and reverse engineer their sales process. Look within the community. Find out their interest. Listen to their wants and needs and create a product or service that serves the community (not the other way around!)
Their content is being seen. No matter how great the content is, it’s useless unless the right people are seeing it. “If your social content is being seen by the same 90 people every day, half of which are your family and friends, it simply isn’t going to lead to sales,” Analiese explains. Hoping content is going to get in front of the right people isn’t a strategy. Take action! The way to grow a following and bring in customers is to find the right niche. Analiese outlines exactly how to go about doing so:
a. Identify who the ideal client is. Where do they live, what do they do, how do they behave online?
b. Make a list of 10 people who the ideal clients engage with on social media. Take note of the individuals that are the most engaged (i.e. liking, commenting, sharing, etc.)
c. Spend 15 minutes each day “nudging” the ideal clients with likes, comments, etc! People won’t realize they’re being nudged, but sooner or later, they’ll begin to take notice of the brand. Getting their attention is the first step to acquiring a follower, and eventually a customer!
The business lacks personality. “People do business with people they know, like, and trust. If you don’t have that, they’re never going to want to buy from you,” says Analiese. Although it is important to prioritize the customer’s story, it is equally important to bring personality and passion to the brand! There should be a story behind the brand or business and why they do what they do. Bring the customer into the story. Don’t be afraid to share imperfections and losses. That is what makes the brand real and relatable. It’s easy to build trust in-person, but can be harder on social media. Don’t be afraid to inject personality and values into the brand. This shows the business cares and will go a long way in building rapport with followers.
They give up too early. There isn’t a finish line at the end of a social media journey. People often make the mistake of thinking they just have to hit a certain follower number or amount of likes and then everything will change. “Your growth is a measurement of how long you’re consistent with it”, Analiese explains. This doesn’t mean you should do the same thing every day if it’s not working. But it’s important to be consistent. Many people simply give up way too soon, before they’ve even had a chance to see the impact of their efforts. Put in the time. Put in the effort. The results will follow.
They’re averse to trying something new. Some people loathe social media, wish it would simply disappear, and dread the newest platforms or features. This mindset will never see results! “New platforms have so much potential”, Analiese explains, “Embrace new platforms and new features for the gift they are!” Analiese advises that brands try out new features as soon as possible. At the end of the day, Instagram, Facebook, and TikTok are businesses that want to make money off their new features. For this reason, they reward people for using new features. Being amongst the first adaptors of a new platform or feature can be an opportunity for massive growth.
They’re not guiding their audience into a place they own. The frightening, but true reality is businesses don’t own their social platforms, although the chances are slim, they could disappear, they could be deleted or hacked and lose all their engaged followers. Analiese advises that brands use their socials as a tool to get people to build trust and generate interest. After that, businesses should nurture their leads into a place they own, i.e. a website, an email list, or another platform. 99% of the time, this is where the sale will happen.
Although social media marketing can seem difficult and overwhelming, according to Analiese, “Social media is a great equalizer. Even small brands can develop a social media strategy that drives results.” Despite the landscape appearing oversaturated and competitive, there is more than enough room for everyone. You don’t have to have a massive budget or a huge team to succeed. With the right strategy, tools, and consistency, anyone can win!
Company Name: AMR Digital Marketing
Contact Person: Analiese Ross
Email: Send Email
Phone: (310) 651-8732
Address:1023 Walnut St #100
Country: United States