Are you struggling to grow your brand online? Maybe you’ve been posting regularly on social media, but you’re just not seeing the traction you want.
The problem isn’t you. You’re likely making some of the most common social media mistakes I see so many firms make.
And here’s the great news: Often, it’s just a few small tweaks that need to be made to start seeing the results you want.
The first mistake is trying to niche but picking multiple niches.
You’ve probably heard that having a niche is important. It allows you to have a direct focus on who you want to target and create content that speaks to your target audience.
You want the person on the other side of the screen to say, “Hey, that’s for me,” when they see your content.
Picking a niche comes with so many benefits:
And with these things in mind, you may be thinking, “Hey, if I had multiple niches, I could create content for multiple people. I can have conversations with multiple people.”
But in reality, having multiple niches creates a big problem that most people are unaware of: It creates confusion.
Let’s say I want to niche in law firms and dentists. I create content for law firms and I start adding law firm owners, and they’re like, “Hey, this is great content. I’m engaging with it.”
But then, you start posting dental content. Those law firm owners that you just connected with are going to think, “Hey, this isn’t for me. This is confusing. I’m just going to scroll by it.”
When this happens, it trains the algorithm. It tells the platform that people who fit the criteria of your content aren’t actually interested in your posts because they keep scrolling past.
Ultimately, you’re confusing your target audience and the algorithm. The end result? Your content will be seen by no one.
If you really want to target multiple industries, pick a platform to focus on for each industry. Maybe you choose one industry for Instagram and another for LinkedIn.
Just make sure that you don’t target multiple niches on the same platform.
It’s easy to get hung up on vanity metrics. Seeing likes, comments and shares on your posts can be exciting. Engagement like this can also be a sign that things are working.
But here’s the problem: vanity metrics don’t tell the whole story.
So, what can you do instead?
Which metrics should you focus on?
Here’s what I recommend: When you’re talking to people on discovery calls, ask them how they heard about you.
When you meet people in person and they say, “Hey, I’ve seen you before,” ask them where.
A lot of times, people will say, “Oh, I heard about you on this podcast and then I was following you on this social media platform for a while.”
Situations like this, they can’t be tracked in a traditional way (not like vanity metrics).
That’s why you can’t just let a number decide whether your strategy is working or not.
There’s so much going on behind the scenes, which is why metrics alone won’t paint the full picture.
Yes, you should still track them, but you should also be asking questions outside of them, such as, “Hey, how did you hear about us?”
When looking at how well your posts perform, ask yourself:
Questions like these give you more insight into whether your overall strategy is driving the results you want.
People connect with people. If you’re just trying to be a firm online, that’s not going to cut it.
Think about it: When was the last time you engaged with a company online?
Likely never, or very seldom.
Your ideal clients are the same way. They crave human connection.
Now, being personal on social media doesn’t mean that you have to post the ins and outs of your life or about your kids.
You decide what’s “personal.”
The ultimate goal is to connect with people on a human level. That means sharing stories, experiences and other things that only you can share.
With that in mind, if you’re using AI, I recommend that you watch what you’re posting.
AI can be a great helper with creating content and can save you a lot of time, but don’t just copy and paste the posts it creates.
Add your own stories, nuance and personal touch.
Make sure the post is written to sound like you.
Now, here’s another really common mistake that is so easy to make: Not sharing your point of view.
Think about why you follow certain people. For many of us, it’s because we like their:
That’s what people want from you, too. You have a unique point of view. Start thinking about what that might be.
Think about where you want to say, “Hey, this is my arena. This is what I think, and this is why I’m different.” And go out and share that.
I get it. No one wants to be the used car salesman, and you don’t need to be. But you do need to go out and be social.
Just posting content isn’t enough for 99.9% of people.
You need to be engaging with people.
Ask people questions about themselves. How did they get into their line of work? What events are they attending?
Get to know people.
Then, when you do attend industry events, you’ll already have had some sort of conversation.
I’m the first person to say that social media is amazing, but there’s nothing that replaces that in-person connection.
Having online and offline conversations? That’s the chef’s kiss.
So, get out there and start conversations. You’ll be amazed by the results.
Speaking of conversations, how many are you missing out on because you’re not reaching out when people engage with your posts?
Whenever you share a piece of content and people comment on it, use that as a way to start a conversation.
Comment back. Send them a message. Thank them, and ask a question.
When you ask people questions, that keeps the conversation going.
So, don’t just ignore all those comments on your posts. Treat them as conversation-starters.
Social media can be a growth engine for accounting firms, but you need the right strategy to really get the results you want.
The first step? Avoiding these common mistakes (so many people make them).
Most firms find that just a few small tweaks are all they need to grow their brands and gain more clients through social platforms.
Targeting multiple niches can confuse your audience and the algorithm, leading to lower engagement and visibility for your content. It’s better to focus on one niche per platform.
Instead of just looking at likes and shares, ask clients how they heard about you and evaluate if your content is building your brand and generating opportunities.
Share stories and experiences that reflect your unique perspective. Avoid generic posts and instead add your personal touch to engage your audience.
People follow accounts for unique insights and perspectives. Sharing your thoughts helps differentiate your firm and fosters connections with your audience.
Engage with others by commenting on their posts, sending messages, and starting conversations. Building relationships online can enhance your networking opportunities.
Use comments as conversation starters. Reply to comments, thank users, and ask questions to keep the dialogue going and strengthen connections.