In the vibrant and ever-changing world of social media, it helps to not only have your finger on the pulse but also be armed with powerful tools, tips, and tricks to take your business to new heights along the way. I’m Joe Sasto – a chef, creator, and entrepreneur. You might recognize me or this mustache from my countless viral cooking videos, pasta making, or my time on network television or national television.
Before jumping into the world of social media, I spent over a decade in one-, two-, and three-Michelin-Star kitchens in the Bay Area. It was during this time that I not only fell in love with food and cooking, but also the community that food was able to build. You see, food has power. It has the ability to evoke memories and to create new ones, to bring people together, and to drive revenue for your business. In this blog post, in partnership with the QuickBooks Ask The Expert Series, I will dive headfirst into the biggest mistake I see new creators and small businesses make.
One of the most important factors to consider when approaching this new revenue funnel is that social media is an ever-evolving and rapidly changing beast. What worked today may not work tomorrow, and that’s okay. After leaving the traditional restaurant model, I took to social media to build my own brand and start multiple small businesses. I used social media as my driving force for reach, engagement, awareness, and, most importantly, revenue. I spent countless hours researching, testing, tweaking, learning, and evolving – figuring out what works and what doesn’t.
It is no secret that social media is a large revenue-driving funnel for small businesses. And yes, it can be overwhelming and intimidating for new owners and new creators to tap into this stream. Especially when it seems at times that the stream is a raging river, rushing past you at 100 miles per hour. Well guess what: you just have to jump in, and trust me, you will swim – or at least float. The food space, like pretty much every other space out there, is already filled with so many established creators and businesses, but that’s okay – there is always room and space for more.
The biggest mistake I see new creators and businesses make is falling into what I call the Perfection Predicament – essentially, making the mistake of comparing yourself and the content you create to everything else out there. Because of this comparison, you end up not posting anything for fear of it not being good enough or not “ready to post” – and building an ever-growing collection of “drafts.” The best way for a small business to grow is to overcome this predicament. You have your own niche, your own voice, your own story, and your own point of view to bring to the conversation. Have the confidence to share it with your audience.
I am getting ready to launch my new business, Tantos – the original puffed pasta chip. Because we are going up against the likes of the chip legacy brands, social media is going to play a critical role in our success, not only in educating consumers about a new product category, “puffed pasta,” but also in driving growth and sales. Prior to launching, I am preparing an in-depth social strategy to use across each platform, comparing the strengths and weaknesses of each and tailoring the content and messaging accordingly. But most importantly, the content needs to bring value to the consumer and not just be another ad in their feed. Every post must offer something new and interesting in exchange for their attention, whether that be a behind-the-scenes of the production process, a point-of-view experience of a pop-up event, or coming along for a photoshoot as the viewer.
As your restaurant or food business starts to grow through these creative processes, you can use QuickBooks to begin tracking your expenses, send invoices to clients, and be diligent about separating your business finances from your personal income and expenses. Remember, everyone is on their own journey. Instead of falling prey to the Perfection Predicament, let social media be a driving force that helps you grow awareness, reach, and revenue for your business.
