Are you on social media, promoting your company and trying to take yourself out of the equation?
What I mean is, I’m seeing a lot of business owners who are promoting their companies on social media, but you don’t see them.
You don’t see their faces, you don’t see them talking, you don’t see them in videos, or photos, or anything like that.
Maybe they have a blog, or a company logo, a flashy website, consistent colours and branding – the works.
But you don’t get any sense of the person behind the curtain.
There’s going to be a variety of reasons for this. Some entrepreneurs are simply just shy or introverted and don’t want to go in front of a camera. Trust me, I get that.
Some of them just honestly don’t have the time, or desire, or want to make an investment.
Sometimes, the issue goes a little deeper, on a psychological level. Maybe the business owner has Imposter Syndrome and they don’t think they have anything worthwhile to say. Maybe they don’t want to come across as arrogant, or self-important.
All of these are valid reasons to stay hidden behind your company brand.
You can stay invisible when you’re promoting your brand on social media if that’s what you want to do, BUT first you should consider what kind of negative effect this might have on your ability to close sales.
Keep in mind that your target audience, the people that you want to reach out to you with their problems that you can solve, are often coming to you from a place of humility and vulnerability.
And if they can’t see you, or hear you, or have any sense of a human being on the receiving end of that first call or email, think about how difficult that would make it for them to want to connect with you.
For example, let’s say you’re a psychotherapist, or nutritionist, or someone who helps people lose weight. At some point, those people that you are hoping will come to you, had a moment when they looked in the mirror and said, “I have a real problem.” And maybe they tried to help themselves for a while and they failed. Maybe they went to other professionals and they failed AGAIN. And so, by the time they get to you, they’re feeling pretty bashed up.
It takes a lot of guts and humility to say to a professional, “Can you help me?”
And while this is especially true for the health industries, it also goes for other industries – to some degree, maybe most or all industries. If you’re in business to help someone fix any kind of problem, this applies to you.
If you’re a lawyer, for instance, the people that are coming to you can’t defend themselves for whatever reason. They need you to help them, and working with you is bound to be emotionally triggering on some level for them.
For them to come to you and trust you is a HUGE deal.
If you’re a career counsellor or a business advisor, the people seeking you out are flat-out having trouble finding jobs, or getting their businesses off the ground, or their work is out of alignment with their personal values somehow.
So, it takes a lot for them to say, “Can you help me? I’m not able to do this by myself.”
Don’t take this for granted. Don’t think that it’s easy for people to reach out to you just because your company is visible, or just because you have all the right credentials.
In fact, even if you’re exactly the right person that they should hire, even if you’re a perfect match and can provide the product or service that will absolutely, 100% help them, they will STILL be hesitant reaching out to you from this place of vulnerability, or weakness, or humility.
Because it’s hard.
And it will be EXTRA HARD if they can’t see or hear you, or relate to you as a human.
Just think about all the times you’ve reached out to your Internet provider, for instance, and it’s a robot on the other end. Pretty terrible experience, right?
Who wants to talk to a robot? Or a website, or a logo for that matter?
But, when there’s a live person on the other end, taking care of you and listening to your problems, you feel better about the experience. You build trust and rapport.
Now, with an Internet provider, we’re likely to stay on the line because… let’s face it, there are not a lot of options out there.
BUT with a small or medium-sized business, they’re less likely to stay on the line, so to speak.
So, encourage people to reach out to you, by letting them know that there’s a person behind the company.
Don’t hide behind your brand. You ARE the brand.
People want to do business with a person at the end of the day, so don’t take the social out of social media.
Do you need help with your social media strategy and management? Get in touch!
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