You built your website, LinkedIn profile, Facebook page or Twitter account and were expecting that following the advice of the “gurus” people would find you and come in droves. They didn’t. Now you are wondering what you should do.

Do you throw in the towel or do you need to find a new strategy?  I am in favor of finding a new strategy, or make that, create the strategy that you neglected to develop in the first place.  All too often social platforms (and websites) are built without an underlying strategy having been created.  It is not too late.  You can go back to the beginning – don’t take down your profiles, just take a step back, craft the strategy and begin at step one.

Here are the steps that you need to take:
  • Make a list of who your target audience is
  • What are their pain points
  • How do you solve those issues
  • What is your special branding message

Now look at those answers in relation to your profile (review one profile at a time).  If the two don’t match, fix the profile to match your answers.  Be sure you have verified that your answers created a product/service that people really do want in the manner that you have positioned yourself. Sometimes people do want your product/service, they just view it as filling a different need than how you have yourself positioned.

Once you have fixed those details, if needed, it is time to get down to creating a strategy to use those profiles to grow your business.

Included in the strategy should be the following:
  • Connecting – with whom and why
  • What type of content will you share and how – updates and/or direct messages
  • Keeping in touch – what steps are you going to take to stay top of mind
  • How else are you going to reach out to those connections

Once you have all of this in place and working, bringing in business, you can expand your strategy to finding ways that will drive traffic to you.  Even when that new traffic comes, if you want to see results, you will still need to reach out and follow up, sometimes even Picking Up The Phone.

One other important fact – not every audience can be found on every social media platform.  Make sure that your audience is where you plan to spend time.

Follow the same procedure with your website, just start with the following question: Why do you have a website?  Is it for e-commerce, or a brochure?  The answer to that question will help you get your site producing the results that you want and remember, quantity of visitors does not necessarily equal money in the bank. Aim to grow your traffic with engaged prospects and you will be able to achieve the results that you want.