Yes, you’ve been posting articles on LinkedIn. You’ve said YES to every invite on Facebook and Twitter. You have done your job so how come social media isn’t doing its job and bringing you new clients? I think I might know the answer to that one. If you follow my work you can probably guess what I’m going to say: Your social media isn’t working because you might not have the right business strategy.
A business strategy is just a fancy way of saying WHO you help and WHAT you help them with. A communication strategy is figuring out where to intercept these ideal clients and telling them HOW you help them over and over and over again. For example, if your market research tells you that you have to target CEO’s of multinational corporations, research shows that 53% don’t even participate in social media. In that case, your communication strategy shouldn’t be heavy on social media presence.
- So the first order of action is to figure out what we in marketing call your niche (your ideal client target and your specialty).
- Then you ask your niche what social media platform and groups they are consuming either as an observer or active participant.
- Then you ask them what their number one pain point with respect to your specialty they are suffering from.
- Then you post videos and blogs and quotes and articles from other trusted sources in the groups and streams your target clients are involved in, always about solutions to their pain point.
And voila, all of a sudden, your ideal clients think you’re an expert, a celebrity and a go-to guru for their problems in the area of your specialty. Then when they see you speaking at a conference, meet you at a trade show or run into you while networking, they will know, like and trust you already. The rest, as they say will be history and you’ll watch your sales grow and grow.
What has been your experience in how social media has gotten you clients?