Biz Tips: The One Thing That is Hurting Your Business

Biz Tips: The One Thing That is Hurting Your Business


The One Thing That is Hurting Your Business

Ari He on Unsplash

Digital presence is necessary for the success of any business. If you can’t be found online, then you essentially don’t exist.

When starting a new business, one of the first things that happens is securing your online space. This includes purchasing a domain, setting up a website, and setting up social media accounts.

Most people will set up accounts on the biggest platforms — Facebook, Instagram, and Twitter. They may decide to go beyond that and set up accounts on Pinterest, Snapchat, YouTube, and others.

Setting up your digital presence across social media platforms may seem like a good idea to expose your business to potential markets, but there is one thing in this process that can actually do more harm than good.

Inactive social media accounts hurt your business

The only thing worse than not being found online is finding an account that’s not being used.

Let’s say you’ve set up four accounts — Facebook, Instagram, Twitter, and Pinterest.

You use Instagram the most, taking photos of your products and fun behind-the-scenes shots. These posts are automatically posted to your Facebook, which you also use to post updates and announcements on your products, driving clicks to your website and, hopefully, purchases. On Pinterest, you have boards related to your products that give an insight to your inspiration, which gets people interested in what you have to offer and they follow you. On Twitter, you have no idea what to say. You have a couple of tweets that you post initially and then you get too busy focusing on your other digital accounts that it just sits there.

Then someone Googles you or keywords that are associated to your business. They’re a fan of Twitter, so they click on the link to your Twitter account. They see two posts from several months ago and nothing more. Instead of exploring further, they assume that your business is no longer active and they leave. If they had landed on any of your other accounts, they would have seen an active and thriving business and could have followed the journey to purchase a product.

While digital presence is integral to a business’ success, it is not necessary to be present on every digital platform.

Pick the platforms that best represent your business

When picking the platforms to use, think about:

  1. What type of content will be the easiest to produce for your business (e.g. photos of products, vlogs, editorials, etc.)?
    Genuine content is much easier to produce and connects with your audience.
  2. What type of content do you enjoy producing?
    This is especially important if you alone will be producing content and running your social media.
  3. What social media platforms do you use the most?
    If you’re already using Facebook and Instagram daily, it makes sense that using them for your business will come naturally to you.
  4. Where is your audience?
    Wherever they are is where you should be.
  5. How much time do you have each week?
    This will determine how many platforms you have time to manage and which type(s) of content you will be able to produce regularly.

Allow time to grow

When starting a business, it’s easy to want to be everywhere all at once. Trying to be on every platform and create content for all of them will actually dilute your digital presence.

It’s also tempting to create accounts that you don’t intend to use right away to claim the account name before anyone else can register it. This still creates empty accounts that people can find and give the impression of an inactive business.

The best thing you can do for your business is find where you need to be initially, build your following and presence there, and then decide where you need to go next to grow.

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