Why you are wasting your time on social media

If you’re a consultant, trainer or speaker you’ve probably been told over and over again that to be successful you need to be very active on social media.

On the surface it sounds like good advice and social media can be an important part of your marketing strategy. It can certainly help you reach more people and get your message out to audiences who may never have heard of you. But let me be perfectly clear – you can build a business without constantly feeding an Instagram account with selfies.

Social media marketing is not a one-size fits all panacea for business success. But that’s the way it’s pitched to a lot of business owners.

Here’s what generally happens. A small business owner attends a conference or a seminar on social media and the speaker runs through a list of all the top sites and all the billions of people who are using them.

So you leave either inspired or frightened. Inspired about what social media can do to help you grow your brand or frightened by the amount of work it’s going to take to get you a million followers.

I’m here to confirm what your gut is already telling you. That’s a load of crap.

A lot of business owners are wasting their time on social media. Instead of concentrating on creating great content for the platforms where they’re most likely to connect with clients, they end up filling a Hootsuite queue with quotes and inane pictures that have nothing to do with their business and will never resonate with their prospects.

With great content and a sellable message you should be booking conferences, not posting pictures. Click To Tweet

I recently had a client who was signed up for everything by her social media consultant; Pinterest, Instagram, Tumbler, Facebook, Twitter, LinkedIn etc. So instead of working on growing her speaking business, she was spending all her time trying to grow her social media followers.

If you have great content and a sellable message you should be booking conferences, not posting pictures.

That’s not to say social media in itself is a waste. But you do have to focus on the channels that are most likely to get you in front of the folks who are likely to write you checks for $10,000 or more.

And those folks are probably not on Instagram.

What about Facebook?

Yes, Facebook is huge and your clients are probably on it. But are the on it to be sold on your services or are they on it to keep connected to friends and family? I use Facebook as a hub for some content marketing. I have my blog and my social recycling plugins tied to it to distribute content automatically. I don’t pay too much attention to it. But it at least looks very active if a prospective client drops by when researching my credentials. I also use it for targeted advertising.

There was once a time when a Facebook business page could drive a lot of organic traffic back to your website – as all your followers would be likely to see your posts in their feed. But that changed with an algorithm update that deprecated business content distribution.

Now, if you want to get a piece of content noticed, you need to boost the post with an ad targeting your ideal client profile. That is the trend as social media companies increasingly monetize their data. It’s a pay to play world. So just get used to it.

What I tell my clients – who are primarily consultants, speakers, and sales trainers – is that they should play in the same social media sandbox  their clients are playing in. And for the most part that means LinkedIn and Twitter.

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I’m not saying that all the other social media are a waste of time. But it’s very easy to make your time on them very unproductive. Tackle social media with  a strategy geared toward results and the time you save – not posting quotes – can be spent following up on real leads for proper jobs.


A professional email address is your most important branding element


[Announcement] A unique branding service for senior executives


Toronto firm offers unique branding service to executives

Toronto, ON. Nov. 21 – Toronto based marketing firm Short Circuit Media launches new service for high level executives who want to use marketing tools to build a higher profile and increase their chances of landing the top jobs at large organizations.

Today CEOs not only have to be ready to lead, they must also be ready to be seen. So it takes more than a great resume and a successful track record to persuade a Board of Directors.

“I did a search on LinkedIn and found that there were over 6000 individuals in Toronto alone who were at the VP level or higher at companies with over 1000 employees,” says Short Circuit Media President Aidan Crawford.

“That got me thinking, what can these professionals do to make themselves stand out from the crowd when they apply for a job as CEO or other top positions? And the answer was marketing.”

Short Circuit Media has helped consultants, trainers and professional speakers market themselves better since 2010. However executives need more than a shiny website and some social media.

“In addition to creating a superior online presence, we partnered with an executive coach, a top LinkedIn trainer as well as a vocal and presentation coach to provide a program that not only raises a client’s profile, but also gives them the skills to succeed once they get shortlisted for a top job.”

To learn more about this unique new service please visit https://ShortCircuitMedia.com/ExecSuccess

About Short Circuit Media

Short Circuit Media is a Toronto-based marketing company that takes an integrated approach to building our clients profiles online and off. https://ShortCircuitMedia.com

Media Contact
Aidan Crawford
(416) 371-2680


What event advertising teaches us about marketing

Do you ever struggle to decide if you should spring for a few hundreds bucks of Google ads? If so try to imagine a bigger expenditure. Way bigger.  At this year’s Super Bowl a 30-second commercial cost as much as $5 million. That’s a lot of lattes.

But when you see those kinds of numbers it’s wise to take some notes on what works and what doesn’t. 

That’s because a significant amount of time and effort goes into creating these commercials to ensure they are representing the company’s product or service in a way that gets maximum bang for the buck.

Here are four lessons from this year’s Super Bowl ads that can teach speakers, trainers and other business professionals just like you how to market yourself better this year.

Attach your product or service to a timely message

One of the quickest ways to get your product, service or business noticed is by joining in on a conversation that is already happening, instead of trying to create a new one. This not only shows your current audience that you are up-to-speed on what is going on in the world, but it can attract a brand new audience who was also part of the conversation.

Regardless of where you stand on the political scale, the topics of diversity, equality and togetherness are hotter than ever. In an opinion piece by Alex Holder for The Guardian, he argues that sex doesn’t sell anymore, but activism does. Several companies saw this as a marketing opportunity and jumped at the chance to join the conversation and creating Super Bowl commercials that tackled the topics, including AirBnB’s commercial “We Accept and Coca-Cola’s commercial “It’s Beautiful

While these two commercials had nothing to do with the service or product that the companies provide, they were able to catch the consumer’s interest by focusing on things that they care about.

Use storytelling and personal anecdotes to your advantage

Everyone loves a good story, so much so that storytelling is actually an incredible marketing technique. Even though it is a subtler approach to advertising, it invites consumers to buy into an idea instead of a product or service.

Budweiser had the right idea with its Super Bowel commercial Born the Hard Way, which tells the story of how the company’s founder, Anheuser Busch, immigrated from Germany to the United States to eventually develop the Budweiser beer. The commercial doesn’t mention anything about the beer itself, but instead captivates its audience by selling a story instead.

Focus less on you and more on your audience

In Nintendo’s Super Bowl commercial, consumers do not learn much about the new product Nintendo Switch. Instead they are shown various scenarios of how easily and seamlessly the product could fit into their lives, regardless of their age or gender.

When businesses focus more on their consumers’ wants, needs and desires, they are more likely to develop a positive connection with them. And by giving the consumer an opportunity to focus more on themselves and their own lives, the more likely they are going to want to learn about the product or service a company is offering.

By showing consumers just how easy it could be to regularly use the Nintendo Switch — instead of bombarding them with all the interesting and innovative features the new product has to offer — Nintendo effectively created intrigue and left consumers wanting more.

Don’t be afraid to have fun with your content

Adding personality to marketing is more important than ever to ensure that you have a warm and inviting presence. Adding a bit of humour to your approach can pay off in a really positive way, if it’s done tastefully.

The 2017 Kia Niro commercial “Hero’s Journey”, which stars actress Melissa McCarthy, is funny and relatable yet stays on point and gets the marketing message across. You don’t need a celebrity and a millions of dollars to do the same. People remember things that make them feel good, so if your marketing approach can put a smile on their face you are more likely to make that sale, connection, etc.