Now that digital is a part of all our lives communication should be easy shouldn't it? After all we don't have to have to pick up a phone or go and visit anyone anymore, we can do it all instantly online via email or social media.
With an increasing amount of data being thrown at us every day, the noise is getting louder and it's increasingly hard to make yourself heard.
It all comes down to knowing your customers, and knowing how they like to be communicated to. If you use the channels that they use and communicate at a volume they can hear you've nailed it.
Below I've detailed five social media marketing steps which will help you to discover which social channels you should be using to reach out to potential customers, how to make yourself standout on these channels and how you can engage and build an audience of potential customers.
The first thing is to listen to your existing customers and learn from them. Which social channels are they using? Where do they go to find information and solutions to their problems? If a particular social network works for them, it's likely to be a favourite among their competitors who are your potential customers.
Research your competitors, what channels are they using and are they working for them? Some of the channels they use will also be appropriate for your business, some less so. Look for channels that have a high user engagement in your field. Try to identify an influencer in your industry that uses social media well. Analyse and learn from their approach. How often do they post? At what time and what do they post about?
Use the intelligence gained from steps 1 and 2 to draw up a list of potential social channels. Put the list in priority order and commit to the creation of two accounts to start with. Don't try to create them all otherwise you will overstretch yourself in the first few weeks and likely fail. Pace yourself. If you already have these channels in place spend time getting them set up properly. Make sure your branding looks stunning, your profile is up to date and contact details are current.
Jump into your new accounts and start engaging with your new audience. It's going to be slow at first, but be patient. Start following your potential and existing customers. Use the intelligence gathered in steps 1 and 2 and start forming a plan of what you're going to say. Having a plan makes it much easier than creating posts from scratch every time, but also be spontaneous and respond and engage with your audience as it grows. Always remember that no one likes to be overtly sold to, so for every sales message you send out, post at least two other non-sales related posts.
The key to engaging and growing your audience is to entertain and delight them. Share useful content that enriches their lives and help them in their day to day roles. I don't mean try your hand at stand up, but amusing posts that bring a smile to your audience will endure much more than an overt sales message You know what problems your customers face, and you know that you're the best person to solve those problems, but your potential customers don't. Communicate in a helpful authoritative way and become a go to resource for help and advice in your field.
With more and more businesses communicating online you need to make your content stand out and be heard. Think about what makes you different from your competitors and communicate that in an entertaining way. Researching your competitors really helps with this. Look at what works and what doesn't and let this guide you in your style.
The steps I've outlined here will get you well on the way to making your business heard online. Social media is the life blood to any successful business and a key source of website traffic. If you need any help or advice based on what I've outlined here or your wider digital strategy, please feel free to contact me or comment below.