In business, you have but one function—to find new customers and keep them. Today, let’s explore how social media can augment this essential process and help you build stronger connections with your audience.
The Power of Social Media in Relationship Building
At its core, social media accelerates relationships, moving people from strangers to engaged connections faster than traditional networking. However, it often bypasses the natural checks and balances we would normally apply when forming business relationships (but that’s a discussion for another time).
Before we dive into how social media can build your business, consider this: Are all contacts in your network created equal?
Instinctively, you know the answer is no. Some contacts are mere acquaintances, while others are deeply connected and offer real value to your business. The key to leveraging social media effectively is understanding how to move contacts through three critical stages: Awareness, Trust, and Action.
The Three Stages of Network Development
- Awareness: This is the starting point—your audience knows you exist. They’ve seen your posts, but they may not fully understand what you do or how you can help them.
- Trust: Awareness is valuable, but trust is essential. At this stage, your audience begins to see proof of your expertise. This can happen in two ways:
- Direct Trust: They’ve engaged with your content, seen your work, and recognize your credibility.
- Social Proof: Others are vouching for you through testimonials, reviews, and endorsements.
- Action: Once your audience knows and trusts you, they’re ready to take the next step—whether that means making a purchase, booking a consultation, or signing up for your services.
Matching Social Media to Each Stage
Not all social media platforms serve the same purpose. Here’s how different platforms align with each stage of the customer journey:
- Awareness: Public-facing platforms like X (formerly Twitter), LinkedIn, and TikTok are great for reaching new audiences and increasing visibility.
- Trust: Platforms that encourage engagement, such as Facebook Groups, LinkedIn connections, and Instagram Stories, help nurture relationships and deepen trust.
- Action: Your website, email list, and blog are your best tools for conversion. Long-form content, case studies, and detailed product information help persuade your audience to take the next step.
Where Should You Focus Your Efforts?
Studies indicate that 85% of your network is in the Awareness stage, 10% in the Trust stage, and only 5% are ready to take Action.
Most business owners spend too much time trying to increase visibility (Awareness) when they should focus on moving contacts from Awareness to Trust.
Consider this: If you already have an audience that knows you exist, wouldn’t it be more effective to strengthen their trust rather than constantly trying to find new prospects?
Your Next Steps
Take a moment to evaluate your current social media strategy:
- Are you spending too much time on visibility and not enough on nurturing trust?
- Do you have content that builds credibility and provides proof of your expertise?
- Are you making it easy for your audience to take action?
By strategically aligning your social media efforts with these stages, you can create a more effective and sustainable business growth strategy.
It’s certainly something to think about, isn’t it?
