Many of us were taught, when starting out or taking our businesses to the next level, that we needed a ‘social media presence’ and we responded by getting our logos, setting up websites and starting pages in our business name on each platform.
Years ago, this worked for some new ventures, but today we need a more strategic approach to get the best results from our time.
Here are 7 things to consider when deciding how you will use Social Media in your business…
Getting to know your target market
Facebook and LinkedIn especially, are great places to get to know your ideal customer or client and to experiment with your marketing messages. Defining your target market and getting to know ‘your people’ will help you speak in their language and build relationships with them- whether you decide to do that on-line or with face to face networking.
Seeking new people
If you have been developing your business ideas for some time, you may have built up enough clients to launch and, although it’s great to serve existing customers well, you need to keep introducing new people to your business so they are ready to become buyers whenever you need clients.
What is a convenient way for you to keep meeting people in your target market and develop relationships with them? Doing this with Social Media means you can work from home, schedule in advance and work at times that suit you.
One message to one platform
In our desire to grow our businesses rapidly, we might keep our target market wide and think we need to be ‘everywhere’ but, as a ‘one person business’, focusing on one target market and one platform at a time is really important.
There’s so much to learn and the distraction and stress of trying to be everywhere is a big distraction.
It’s sometimes said you need to be in all the places your customers/clients are, and eventually you might be. For now, you need to meet them in a place that serves you as well as them.
What do your potential clients/customers need to know and understand before buying from you? The timing depends on the value of your product and the intimacy of the service you provide, but your customer will need to move from know to like and from like to trust.
Even once they have reached a point of trust, they might not be ready to buy and social media gives you a way of keeping in touch, continuing to build relationships, showcasing your reputation and providing social proof.
Once you know your audience, and have a process the works for bringing them on-board as clients/customers, you are in a position to scale up. Facebook ads work well for this but they are less costly and more effective if you already have a thriving business page.
Other opportunities also come from having an engaged community as it is a valuable and highly visible asset.
Do you want to keep your personal profile separate so you can continue to interact with friends without sending them all your business info?
This means having a separate business page (necessary to comply with Facebook’s rules anyway) or doing business via a different platform to the one you’re established on personally.
A big part of social media growth is via collaboration. You can associate yourself with larger businesses and even competitors serving the same target market and ultimately work together in service of the market.
It is therefore good if other businesses in your market have a presence on the platform you choose.
To explore further, Rachel Miller has an inspiring video series 'Strangers to Fans' out this week which shows you how you can build your social media strategy...
If you miss this, you can join her free Facebook Group at....
And check out her full programme at...
I have researched this area thoroughly and Rachel's approach really makes sense and gets results. I also recommend Helen Pritchard for Linked in.
Armed with all real understanding rather than patchwork tips and rumours, it's much easier to choose the right social media strategy and quickly get it working for you.
Do let me know how you get on!
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