Short Story: Practice practicality not romanticism.
Long Story: Lately there is sooooooooo much talk about jumping on Snapchat and I get it. I really do. It’s fun and shiny and new (read: 4.5 years old) and Gary Vee is the chief evangelist.
But there is a problem.
Everybody is becoming way too attached to it as the be all and end all.
I understand that it will be the next big thing but you know what? Right now, it’s actually not the biggest thing you should be concerned about.
Too many people have FOMO about it and not in a Brian Fanzo @iSocialFanz kind of way but rather a “what-am-I-missing-out-on?-Is-my-business-going-to-fail-because-I’m-not-on-there” kind of way.
And you know what?
Your business WON’T fail because you’re not on there right this second.
But here’s my ‘actual’ beef… and it’s not with you.
It’s with marketers.
The ones that make you feel like you ARE missing out because you’re not somewhere (some of my fav ones do this *sigh*).
The real problem is that while they understand how to navigate social media — ie they know when to embrace and when to let go — sometimes you, a business owner, who has much higher priorities (like earning cash) don’t know when to embrace and let go.
It takes you SOOOO long to adopt a platform and because you put in SOOOOOO much mental and emotional buy-in to make the decision happen, you then struggle to let go. (No offence).
Put simply — You get romantic.
You give the platform your heart instead of some money for a short-lived fling.
Yep. A social media platform is not a long term relationship. The people are. The platform is not. A good marketer and really, a good business owner will NEVER get romantic about the platform. Never.
A good marketer and a good business owner is only interested in results. Bottom line stuff.
I feel the need to interrupt myself here and clarify that I don’t mean you should never be interested in relationships or people or serving others — not at all. But you should never get romantic about the platform.
If you got into business to find your next BFF then you’re not going to last long — but if you got into it to achieve a bigger dream that, let’s face it, relies on cash — you need to get practical not romantic.
What do I mean by practical?
I mean, you need to concern yourself with turning a profit, increasing revenue and repeating that behaviour. Every. Day.
Stop stressing about missing out. If you are like MOST small businesses and don’t have a marketing department — focus your efforts where your audience is NOW aka the platform that is driving traffic, sales and email list growth.
Use one of the (many) platforms with an ad revenue model — Facebook, Instagram, Twitter, Pinterest etc. Your time will be WAY better spent investing in understanding how to use ads and targeting your audience than worrying about a new platform.
…Or you can pay someone to do it *Ahem*
So, back to Snapchat.
Where do you go from here? Because I know you’re probably still not entirely 100% fully convinced.
I highly recommend at this stage of the game for ALL small business — unless you are a solopreneur who has a personal brand or you’re a big corporate giant, Snapchat is not your playground.
Not yet anyway.
Sure, get on it, secure your handle and play around with it but DO NOT feel obligated to spend all day on it trying to apply some high level strategy.
Snapchat lends itself to influencer marketing and big spender brands so if you don’t have $10k+ to drop on some marketing (and that’s entry level kind of cash) then it’s not your place.
Personally I have had leads from Snapchat that has turned into paid work BUT in the spirit of transparency — those people saw me elsewhere first and Snapchat just supported what they already knew of me.
In saying that, I LOVE Snapchat. It’s awesome for deepening relationships and getting to know, like and trust someone based on ‘them’ and not metrics that conciously and subconciously sway your opinion of them.
But in the meantime, stop being so romantic and get busy being practical.