Social media has become a part of many people’s daily routines. We use it to see what’s happening around the world, to share snippets of our personal lives and to build up our businesses. If you have a bricks and mortar or digital business then a cohesive and well-thought out social media strategy is likely a key part of how you’re sharing what you’re doing with the world.
*In order for me to support my blogging activities, I may receive monetary compensation or other types of remuneration for my endorsement, recommendation, testimonial and/or link to any products or services from this blog. Please read my disclosure and privacy policy here.*
Listen to the Episode
For the past 5 years or so, I’ve noticed that I’ve slowly begun to pivot away from using social media as the primary way to grow my brand. Instead, I’m leaning into other ways to market my work. There are a number of reasons why. First, I don’t want to show up everywhere-even with the help of digital tools and AI. It’s an energetic lift that I just don’t feel like embracing. Like many people, I’ve been burned by platforms before. It’s often felt like the moment that I decide to go “all in” on Pinterest, Twitter or Facebook-something happens. The owner of the platform turns out to be problematic and their actions change the platform into an unrecognizable facsimile of its original self. The in-house tech teams endlessly tinker with the app’s algorithm or you just get tired of being given the advice to post 30 times a day. No one has time for that.
So, what happens when you watch one of your favorite social media platforms-the platform that you’ve built your business and brand on because of something different? I’m talking about TikTok, but I’ve noticed that specific to people building a brand on the platform (or any platform) are focused on the wrong thing. In the following podcast episode I’m going to share the reality of building on a platform that you don’t own and actionable steps to protect our work that all of us should be taking regardless of which platform is your favorite. Listen on.
The Mint Collective
Are you looking for a place where you can collaborate and share what you’re building online? Are you looking to be in community with other Women of Color designing amazing experiences and spaces for the communities that they would like to serve? Would you like to collaborate, connect and learn how to scale your communities, strategize on how to build financially sustainable brands and get in front of other groups that allow you to share your expertise? Then The Mint may be the space for you.
The Mint Collective is a hybrid mastermind and group coaching experience purposely designed to be accessible for its members. If you’re looking for a great collaborative coaching experience without the high end cost-The Mint Collective may be for you. What is The Mint Collective referring to? A mint is literally a place that prints money. Mint is also an herb that is hardy and thrives regardless of where it’s planted. Like many of us. Get on the waitlist today. Doors open in mid-August: Go to: creatorsgettingpaid.com/mint and receive the following video “How to Build a List That Pays” today.
What’s Happening with TikTok
If you’re silently or loudly freaking out about the situation with TikTok-I totally understand. Spending endless days, months and even years building an audience and in some cases a brand that’s getting you paid to watch it potentially go away has to be so. damn. frustrating.
Your frustration is seen and acknowledged.
Now, however, it’s time for some tough talk. Building on a platform that you don’t own, without taking some steps to protect the beautiful spaces and communities you’re nurturing is a recipe for disaster. These billionaires don’t care about your bottomline, they care about theirs. The US Congress has its own agenda. The stockholder of a social media platform needs will also rank above yours.
It’s time for you to be focused. If you’re on TikTok you still have time to protect what you’re building but you’re going to have to do the following and some of this advice you may have been given before.
Action #1 Evaluate Your Brand
You could actually call this a brand audit. Spend some time crunching the numbers associated with the successes in your business.
Ask yourself the following:
- Where are you attracting your community members?
- What actions are driving people to the work that you’re doing?
- Are your podcasts converting listeners to fans then to community members and finally paying customers?
- Have you been working a specific marketing strategy that has been yielding positive results?
- Who is actually buying what you’re selling and where did they connect with you?
- Send out a 3-5 Question survey to get feedback from your audience.
- Set up a couple of meet and greets where you’re helping your community while at the same time learning more about how people view what you’re build (what they like and dislike or are confused by)
- If you have a website look at your Google Analytics-where is your traffic coming from?
- Are you hosting a video or audio podcast? Who is listening and how are they finding your episodes?
- What is the second platform that you show up on that shows promise? For example: you’re on TikTok but also have an Instagram and LinkedIn account. Maybe you discover that you’re getting a surprising amount of traffic from LinkedIn too. Look at the content that is performing well on LinkedIn and the ramp up your efforts to grow your reach on that platform.
Action #2 Clarity is Everything
How honest are you about your current goals as they relate to the brand that you’re building? Are you working on multiple goals and muddying your strategy and results. Focus on one thing specific to your goal. Right now I’m list building. This makes it easy for me to understand what I need to do from a strategy and content perspective. What are you REALLY trying to do? You can work on several goals at the same time. Ideally one goal is the “lead goal” here are some examples.
- Grow your community-If you’re not necessarily sell actively to your community than growing and nurturing a group of wonderful people that you serve requires a different skillset such as:
- Active listening
- Community connection
- Sharing resources
- Responsiveness when people reach out to you.
- Grow your email list-The action here is to understand what you’re audience is needing specific to a a certain conversation or resource you’ve decided to share with your community members. List building should be a organic mix of content creation, service and strategy. I build my list in a number of ways.
- Directing people to my Creators Getting Paid resource that I currently host on Substack
- Hosting free online or in-person events that require an email address in order to access these events.
- Make Money-This is pretty straightforward. You may have grown your community or your lists and are looking to attract paying customers to your work. Monetization can happen in a number of different ways.
- Affiliate marketing
- Digital product sales
- Collaborating with an organization or brand
- Creating a subscription product
Focusing on clarity may shift how you feel about TikTok or other social media platforms that you’re currently focusing on.
Action Tip #3 Get Help
Sometimes we forget to ask for help. This could include free or paid requests for assistance. What this looks like:
- Booking a 1-on-1 Strategy session with a coach-I offer these on a limited basis each month.
- Get an outsider’s perspective on opportunities, distractions, wins and problems with what you’re building.
- A coach or strategist may be able to help you take actionable steps pivoting away from a dependency on a particular platform.
- Get feedback from a free or paid mastermind group about what you’re dealing with or working on. Perhaps there are other creators working their way through the same situation with TikTok or a different platform.
Need More Tips and Perspective?
Creators Getting Paid
Head over to this week’s edition of the Creators Getting Paid newsletter where I share additional perspective tips and insight on how to navigate your way to building a stronger brand that survives whether or not your favorite social platform still exists.
