018 - How to Expand Your Reach on Social Media

In this episode, Suzanne answers one of the most common questions she gets from authors: “how can I expand my reach on social media?” Listen in for her four top recommendations!

Authors often want to know how they can expand their reach on social media. In fact, it is probably one of the questions I am asked the most.

In this episode, I’m going to cover some of the tried-and-true recommendations I believe support everyone, regardless of the platform you use. I’m not going to dig into any ONE platform, but I’ll give some overview guidance I hope you’ll find helpful.

My first recommendation is that unless you have a team to help you spread your wings, stick with just one platform until you have nailed the art of connection there.

Each one is different, and when you are attempting to create content that will work on all of them at the same time, you’ll run yourself ragged if you don’t REALLY know what you are doing.

For example, Instagram doesn’t allow clickable links in posts. Facebook allows them, but your reach will be less if there is a link in your post, and on LinkedIn posts with links typically achieve reach more easily.

Another example is that LinkedIn is far more information based; the visual isn’t as important. Conversely, Instagram and Pinterest are driven by imagery. And of course, you can’t do anything but vertical video on Tik Tok.

Just from these couple of examples, I hope you can see that trying to master all platforms at once will be a challenge.

I found for myself – and I find for clients that increasing visibility and creating consistency on one FIRST, then expanding with the help of a team is best.

And I know the question in your head right now as you listen to me is: yeah Suzanne, but which platform should I start on?

I wish I had a simple answer for you, but I don’t! The answer really depends on two things:

First, which one is most likely to have a lot of the people who are trying to reach? Where are your readers likely hanging out?

Second, which platform lends itself to your personality. If you like making short, quirky videos – by all means, hop onto Tik Tok or Instagram, but if you tend to be more serious and like to express yourself in writing…you should probably lean toward LinkedIn.

Feel that out, and by all means, reach out to me for a consultation if you feel as though you need some help deciding.

Once you’ve decided on your platform, I encourage you to be as present and consistent as you can be.

Ideally, you will post every day and have a clear set of topics and a variety of different styles of posts to choose from.

In reality, we all have down days, drop the ball, or simply don’t feel like posting. Use the 80/20 rule for this, or have a selection of quotes, inspirations, or other items that can be used at any time to fill in the gaps.

This said, be as present to your audience as you can be. Use video of yourself. Get headshots and use them regularly with your posts. The more you show yourself, the more people see you, the more they will feel connected.

I recently connected with a coach who recommends going live every day for 90 days before a major launch. I don’t mind telling you that the thought of doing that makes my head spin. But as a marketer, I see that it would have a huge positive impact!

Remember that when you are working to build your social media audiences, if you are only pushing out information at them, you won’t build a relationship. Relationships are a two-way street.

It’s really important for you to also be answering questions, connecting back to those who interact with what you are sharing, and checking in on those people who most closely align with you.

The last thing I want to share in this episode is the importance of following people who are leaders in your area of expertise, interest, or focus.

It may seem counter-intuitive to do so. You may be thinking – if I’m following someone who others might think knows more than me, why would they bother following me?

But think of it this way instead: when you meet someone who aligns with your values, the typical response is to want to hang out with that person more. Guess who you will meet when you start following someone you look up to…more than likely, a bunch of other people who align with your values.

And of course, in social media terms, hanging out means following, friending, and deepening the connection. This is exactly what you want to be doing with others who admire those you admire.

Gradually, you will learn which ones are simply going to be friends, and which ones might be your ideal reader. Or a potential client.

The other side of this, is that if you are able to build a relationship with the individual who is influencing or leading you and others, they may encourage the others to check you out.

If they are truly good at what they do and have a wide array of followers, they might be encouraging of you and your message.

Engaging in a leader’s community is a great way to begin to build a relationship.

So, to summarize this episode:

·         Select one platform that feel best to you and where you know you’ll find your tribe.

·         Be present by letting followers see and hear you there and be as consistent as possible.

·         Remember that social media is supposed to be a conversation, not a lecture, and

·         Connect with leaders in your space because their followers might become yours too.