Social Media Strategies That Actually Work: Going Beyond the Likes

Let’s be real: social media can feel like a never-ending race for likes, shares, and comments. But here’s the truth—those likes? They don’t always translate into customers. If you're using social media for your business, it’s easy to fall into the trap of thinking that more engagement equals more success. In reality, what you need is a strategy that goes beyond the surface and delivers real results.

That’s where the magic of a well-planned social media strategy comes in. It's not just about throwing up a post and hoping for the best. It’s about knowing when to engage, when to give value, and when to make your move.

The Balance Between Value and Selling

One of the biggest mistakes small businesses make on social media is either giving too much or asking too soon. You’ll see businesses that do nothing but post about their products, hitting you with "Buy now!" every chance they get. On the flip side, others are so focused on giving value (like tips, how-tos, and freebies) that they forget to ask for the sale when the time is right.

Enter the “jab, jab, jab, right hook” strategy—a concept made famous by Gary Vaynerchuk. Think of it like this: the "jabs" are your pieces of content that offer value to your audience. These could be helpful tips, engaging stories, or behind-the-scenes looks that provide insights or entertainment. The "right hook" is when you ask for the sale—when you tell your audience about your product or service and ask them to take action, whether it's making a purchase, signing up for a service, or joining a webinar.

This method works because it respects the audience’s needs. You’re not bombarding them with sales pitches. Instead, you’re offering them something useful first, and once you’ve established trust and value, you can confidently ask for the sale.

Crafting a Strategy That Works

So, how do you actually implement this strategy for your business? Let’s break it down step by step.

1. Understand Your Audience: First things first—who are you talking to? Knowing your audience is the foundation of any effective social media strategy. What are their pain points? What are they interested in? What motivates them to engage with your content? The more you understand them, the better you’ll be at crafting content that resonates.
   

2. Give Value First (The Jabs): This is where you offer content that benefits your audience without asking for anything in return. Think about what you can share that educates, inspires, or entertains. If you're a fitness coach, you might post quick workout tips, motivational stories, or nutrition hacks. If you're a graphic designer (Like me), share some design tips, case studies, or even show behind-the-scenes processes. The key here is to build trust by proving that you care about helping your audience, not just selling to them.
   

3. Create the Right Hook (The Sale): Once you've given enough value, it's time to go in for the sale. This is your call to action—whether it’s encouraging your followers to buy a product, sign up for a service, or download an eBook. Make sure your call to action is clear, direct, and tied to the value you’ve been providing all along. For example, after posting a series of tips on fitness, you could offer a discounted rate for personal training sessions or promote a new workout guide.
   

4. Engage Consistently: Social media is a two-way street. It’s not just about posting and leaving. Respond to comments, engage with your followers, and be part of the conversation. When people feel heard and valued, they’re much more likely to stick around and eventually convert into customers.
   

5. Measure What Matters: It’s easy to get caught up in vanity metrics like likes and shares. But to grow your business, you need to focus on what really matters—clicks, conversions, and the number of people who are actually taking action. Use social media analytics to track which posts are driving traffic, generating leads, or resulting in sales. This data will help you fine-tune your strategy and focus on what works.
   

Tips for Making Your Strategy Work

Here are a few practical tips to make sure your social media strategy is hitting the mark:

• Be Consistent: Consistency builds trust. Your audience should know they can count on you for regular, valuable content. Whether it’s daily, weekly, or bi-weekly posts, find a rhythm that works for your business and stick to it.
  

• Use Visuals: Social media is a visual medium. High-quality images, videos, and graphics can grab attention and help tell your story more effectively. Platforms like Instagram and Facebook love visuals, and so do your potential customers.
  

• Test and Learn: Don’t be afraid to experiment with different types of content—videos, polls, stories, or even memes. Pay attention to how your audience responds and refine your strategy accordingly. Social media is always evolving, so keep testing new ideas and approaches.
  

• Collaborate: Partnering with influencers or other brands can give you access to a wider audience. Find people in your industry who align with your values and collaborate on content that benefits both parties.
  

Wrapping It Up

Social media success doesn’t happen by accident. It takes a well-thought-out strategy, a commitment to providing value, and knowing when to ask for the sale. By following the “jab, jab, jab, right hook” approach, you’ll be able to balance engaging content with a strong call to action, growing your audience while driving meaningful results.

So, the next time you’re planning your social media posts, remember: it’s not just about the likes. It’s about building relationships, giving value, and making the right moves at the right time. When done well, social media can be more than just a marketing tool—it can be a powerful engine for your business growth.

#socialmedia #marketingtips #digitalstrategy #contentcreation #branding #garyvee