It’s normal to care about the impact of your work.
And nowhere is that metric more visible than on social media as you wade through the content process with the intention of creating posts that mean something to both you and your followers.
The algorithm needs your posts to build meaningful relationships
And when you take the time to create, craft content and learn the benefits of consistency you want your work to matter.
You want it to impact people. To make a difference. To “change the world,” if you will. And yes, make sales. ***(Am I in the right small business room) ***
But can I be honest with you, like brutally honest to the core?
When you’re starting out or reengineering how you show up online, you can’t be focused immediately on impact.
Hear me out.
Your impact and influence will build over time, I promise.
Sometimes your impact will be something radically different from what you expected. Perhaps it comes sooner than you expected but for most small biz owners, it’s a slow bake,
(Despite what marketers will have you think.)
Control Your Commitment to the Content Process
You cant always control the outcome at the start of building a memorable presence online.
What you can control though is your discipline and how you approach your content process.
For me, that means creating content in a certain rhythm, pattern and style
So I write consistently and publish. I do this process again and again, and again and over again.
That’s my formulae. It’s no secret.
It’s how I’m able to communicate my points of view, how I restate repeatedly the things I believe in, and more importantly, it is how I determine what matters the most to my followers and how I can serve them
When I first started out building a digital business and creating content for a living I used to obsess about what happened AFTER I hit publish.
I’d check on metrics every hour and be disappointed if I didn’t get LIKES. I’d feel discouraged and stop posting.
Years later, social media maturity has brought its own wisdom.
I just commit to the process and the results have been significant but I never want you to get stuck, where I used to be, in what I term The Judgement Gap.
Here’s how I define it.
Quitting or showing up inconsistently is the last thing you want to do but once you’re in the Judgment Gap it becomes such a force.
You end up second-guessing yourself a lot and repeatedly listening to all the voices in your head.
You recognise them, don’t you? The ones that tell you “you’re not talented enough,” “no one cares what you have to say,” and “your idea is stupid. It won’t work.”
As an entrepreneur carving your brand voice on social media, The Judgement Gap is a very scary place to be.
Defining Your Voice Is A Critical Part of the Content Process
I want to share an example with you.
Last week I posted this REEL on my Instagram and Facebook feeds. I was about to do a coaching session with JMMBTT and the programme coordinator told me that 170 people signed up for the course. I was thrilled by the news and celebrated by shooting a REEL.
One of my followers, Clarence Jack, obviously did not get it. He wrote: “Never do that again, eh!”
Now I have no idea who Clarence Jack is.
I’d like to assume he is a long-time follower who enjoys the more serious blog posts and material that I typically create.
But on the two platforms that I just mentioned, Reels are being prioritized which means that the algorithm is going to give them more high-value eyeballs.
Also because Mr. Jack doesn’t really know me, he wouldn’t understand that dancing is one form of how I genuinely express my authentic self. I was being Me in the moment.
Oh and that the REEL he was telling me not to do was the most popular piece of content I had shared for the week, reaching over 250,000 people with an engagement conversion of over 10% (30,000) on Facebook.
So of course I’m going to publish more dancing Reels no matter what Mr.Jack thinks of them or me.
Expressing Your Voice Over and Over Again Is What Makes You Heard And Seen
Look, I know when you’e building a successful online business, it’s easy to get caught up with trying to please everyone.
However as you grow into your own brand of content entrepreneurship you’ll recognise that no matter how many likes and how many follows you get, if you cannot express your unique self and personality within the general tone of your posts then your content will be meaningless, most of all to you.
Again, the way I get around it is to commit to my process, work outside any Judgement Zone, and find the tribe for whom I’m building a business.
I want the same for you
When I coach clients in Simplify about finding their brand voice. I use a specific framework for accessing and using their voice as a way to establish and grow your brand.
It cant happen when you take content from here and there and stitch together an uneven tapestry.
It’s easy to see through that.
That’s why before you begin to think about using content profitably I’ll ask two things:
- Do you know who you’re speaking to and what their needs are?
- What’s your brand voice?
Now do you see why I preach worrying less about metrics at the start?
Discovering your voice begins with three stages, I call it my DRB model Disengage, Refine and Beat.
LET’S DIVE IN!
- Who is your audience and how is it different or the same as your community
- What your community wants and what you provide
- What you’re doing with your platform and what you WANT to do with your platform
- How do you make money as opposed how you’d like to create impact. What’s that intrrsection?
- Impact and Influence
- What you’re selling
- How do you make money
- Your freedom number
- What makes you happy
- Your ideal outcomes
- The Judgement Zone
- Wanting things to remain the same
- Writer’s block
- Your cultural conditioning
- The comparison trap
Defining your voice and using it repeatedly during your content process is perhaps the most powerful and radical tool you have to build a successful online business.
You can use it to find your people.
Hold it like a beacon to attract your audience and community.
Finally, you can grow your audience, stand out online, and become the recognizable AUTHENTIC personal brand you hope to be.
Now I’d love to hear from you.
What’s been the toughest part of defining your voice at the start of your content process?
Let’s talk in the comment box below.