Stop Spamming, Start Connecting

If you’ve spent more than five minutes on social media platforms like LinkedIn lately, you’ve more than likely been on the receiving end of some unwanted and spammy messages.

You know the scenario… you accept someone’s connection request, and before you’ve even clicked on their profile to see who they are, there it is in your inbox: a long, generic sales pitch that has zero relevance to you.

Suddenly, you’re being told you need a new website, a VA, or some magical solution that’s going to “transform your business overnight.”

Sound familiar?

And the way I look at it is this: you wouldn’t walk into a networking event, stick out your hand to introduce yourself, and then immediately shove a brochure in someone’s face. (Well, you could, but you’d probably end up standing in the corner on your own.) Yet for some weird reason, people think this is acceptable online, but guess what: it’s not.

And while we’re on the subject, let’s talk about the other type of message that makes business owners roll their eyes. The “helpful” email…. C’mon, you know the ones!

“Your website has critical errors. I can fix it for you, so let’s talk.”

“Your agreements need tightening up. Let’s book a call and I’ll tell you how.”

All this from someone who has never done business with you, never been sent one of your agreements, and has no actual clue about your website. It’s not helpful at all, but rather, it's highly condescending, and it screams: “I’m desperate for a sale.”

Regardless of whether it’s LinkedIn, Facebook, or anywhere else for that matter, the whole point of being on these platforms is connection – nothing more, nothing less. People who understand the real point of social media will show up purely and simply to build relationships, share ideas, and create opportunities.

As a Virtual Assistant (or any small business owner) your job isn’t to hammer people with a sales pitch the second they say hello. To win at the social media game, your job is to create an environment where people want to know you. Your posts and your interactions have given them a taste of who you are, what you stand for, and whether you might be the right person to help them.

We call it the “Know, Like, and Trust” factor, and it’s worth getting your head around this concept because at the end of the day, regardless of what you believe (or what someone else has told you), clients won’t hire you because you dropped a templated message into their inbox. They hire you because they know who you are and what you do, they like the way you show up and engage, and they trust that you’ll deliver on what you promise.

Despite how desperate you are (yes, I get that you NEED clients yesterday), building your brand and showing up in a way that has people know, like and trust you doesn’t happen in one message. It happens because you consistently show up, share your expertise, provide value, and engage like a real human being.

So instead of sending people unsolicited critiques of their website, or spamming out generic DMs, here’s some tried and true suggestions that really work:

• Share your story. Talk about your journey, your skills, and why you do what you do.

• Offer genuine value. Post tips or insights that make someone’s day easier.

• Engage authentically. Comment thoughtfully on other people’s posts and start conversations.

It’s not rocket science. It’s relationship-building. And yes, it takes more time than firing off a “your website is broken” email, but the results are far more sustainable.

So… if you want to grow your VA business, forget about cold-pitching strangers or trying to “educate” people about their supposed mistakes. It doesn’t work, and it makes you memorable for all the wrong reasons (and truth be told, they’ll probably run away at a million miles in the opposite direction).

Instead, focus on building trust. Hand on heart, show up as someone people know, like, and trust because when it all boils down to it, clients don’t just want a VA. They want the one they feel comfortable handing their business over to.

And there’s absolutely no way that you will get there by shoving a brochure in their face.