With approximately 2.5 billion people using social media worldwide, many businesses today understand that being present on these types of platforms can take their companies to higher levels. However, the one area where some struggle is how to build their following in a way that builds their business.
That said, Russell Ruffino is probably one of the most successful people in this area. As founder and CEO of Clients on Demand, Ruffino has used social media to help take his own company to earnings of more than $20 million per year, with a goal to increase this number to $100 million in annual earnings.
Now he helps his clients achieve top-dollar results using social media as well. How?
It All Starts with Empathy
In an interview published by Entrepreneur, Ruffino shares his social media insight which, first and foremost, is that many business owners don’t have the time necessary to learn how to use these platforms effectively.
Yet, Ruffino says that when you can do this one thing, you’ll find that you’re able to “attract the right clients, at the right price, whenever you want.” And this is a process that begins with being empathetic.
When you have empathy, your social media followers feel like you truly understand the challenges they face. This sets you apart from your competitors who are more into just making a sale.
Being empathetic also gets your followers to see that, because you do know where they are coming from, you are also the best company who can help you overcome these hurdles. This gives you another advantage against other businesses in your field.
Share Your Story
Because Ruffino started with no outside funding, he also stresses that you don’t have to break the bank in order to take your business to the next level. In fact, the opposite is actually true in that you need to really keep your expenses down until you can afford to increase them via a growth in clientele.
To do this on social media specifically, The Business Journals shares that one way to stay lean and still grow your business is to simply be willing to tell your story.
People love stories because they make you more relatable, transforming you from just another business on the virtual corner into a lifelong and trusted friend. So, share why it is you do what you do and let your passion shine through.
Make It About Your Clients
Ruffino adds that, in the end, your clients are coming to you because they want an outcome. They want you to ease their pain, make their life easier, or solve whatever problem it is you solve. That’s why your social media posts should be more about them than they are about you.
While it may seem like you should use your social media to convince others why you are the right business for them, people get sold to repeatedly. About 5,000 times a day to be exact.
Be different by focusing on your clients versus just talking about yourself and why you’re so good. Once you start to grow your client base, they’ll sing your praises for you, enticing others to choose you as well, mainly because you’re so customer-focused and not stuck on yourself.
Even if you’re a business owner who doesn’t have a lot of time to learn everything you need to know about marketing on social media, as long as you follow these three guidelines—being empathetic, sharing your story, and making your posts about your clients—you’ll know all you need to create a stronger social media following. And a stronger business.