As exclusively featured in the Dec 2017 / Jan 2018 Wiltshire Business Magazine.
Identify your audience:
- Who are they?
- How old are they?
- What do they like?
- What are their interests?
- When are they most likely online (all day, mornings before work, after work, weekends)?
When you identify who your target audience / customers are you can begin to work out how you’re going to get their attention.
Where do I find my audience?
Invite your friends to like your social media pages, and connect with past colleagues, acquaintances on LinkedIn. You never know who these people might know or when they might need your product or service themselves.
First or third person? Us or me?
Personally, I prefer honesty. Why say ‘us’ if it’s only ‘you’ in the business? It makes me rather suspicious when people talk about ‘us’ when it’s just them in their spare room office. I know it was the norm once, but currently, it’s rather on trend to be a one-man band.
Consider this; do you only make purchases based on how many people run the company or is buying from someone you can trust more important?
Tone of voice
These days it’s all very casual and natural. You can drop the ‘yourself’ and ‘myself’ and be much more conversational with people. Everyone’s time is so limited, they just want you to get to the point. Write as you would speak, so you also attract people who will get you, you’ll more likely enjoy working with each other then as well.
Much like an excellent radio presenter does, word your post to one person or a small audience, that way it feels personal for the reader and makes it easier for them to respond.
Which platforms shall I use?
That’s up to you. You may want to start with all of them, but be realistic. If you’re a service provider you’ll possibly struggle to think of engaging regular content for Pinterest or Instagram, so maybe leave those for a later date. Facebook is my go to platform and where I have ‘met’ almost all of my clients. It’s certainly very active.
How many followers do I need to be successful?
One! If that ‘one’ is your ideal customer and they’re willing to pay you double what you need to survive every month for the next 20 years then you really did only need one follower. However, that’s unlikely. But my point is; you don’t need X amount of followers to be noticed or successful, you just need to engage your audience with quality content.
How often shall I post?
I think you should only post when you have something to say, otherwise it starts getting saturated. You can break the silence by posting useful content from other people, or from media sources, but don’t worry about saying something every day. Start off once or twice a week, but be consistent.
When you’re busy make sure you’re still as active on your social channels as you always were by scheduling content or outsource. Whatever you choose you need to stay in people’s minds or your competitors will!
When will I make my millions?
Patience. As above, be consistent and let your audience know you’re there for the long haul. Not everyone likes or comments on posts, many people will be watching, learning and remembering you / your business and will be in touch in their own time. Just keep at it. Don’t underestimate the power of social media.
After 3-6 months reflect on what you’ve done. Take advantage of the free insights available on your chosen platforms and analyse:
- What content was received well?
- What times of day were posts better received?
- What didn’t work so well? Why?
- What can you do differently?
- Maybe you can scrap one of the platforms?
Everything may be going well, or you may want to re-consider how you’re ‘doing social media’. Don’t give up, it’s a fabulous free way to market you and your business.
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