It’s so tempting to believe you should be all over social media. There are so many platforms to choose from. With the introduction of live social audio spaces such as Clubhouse and Twitter Spaces, it’s easy to feel inundated.
Being strategic about which platforms you choose will result in a more engaged following. Every platform has different features but here are some considerations which should help you to choose.
Where is your audience on social media?
Aim to be where your customers are. If you want to reach out to your audience and create a community, you need to discover which platforms they are hanging out. You need to be in the same place as them. Try to find out which social media party they are at. I have written here about the analogy of the social media party.
Don’t go to a party where all your friends and family are because they aren’t the ones who are going to buy from you. Look for the platforms where your potential customers are.
How do I know where my audience is?
Don’t make assumptions about where your audience spends their time on social media. It is worth considering that certain platforms may attract a certain age or gender demographic e.g., in 2020 33% of the global Instagram audience was aged between 25 and 34 years but there are now people aged 40+ using the platform regularly.
The most constructive way of finding out where your audience hangs out most is to ask them directly. You could do this in a survey, especially if you explain that you are looking for information to give your followers a better user experience. Ask in the survey which platforms they use most and on what days and times. Make the most of asking your present customers and potential ones about their social media habits.
You can also ask some of your present audience by messaging them directly. Ask 5 – 10 of your followers, however many you feel comfortable with.
Your findings will enable you to make these become your go-to platforms, where you can ensure there will be an audience who wants to hear from you.
Is it better to avoid being on too many platforms?
There are some marketers who are keen to suggest that you need to be on as many platforms as possible. Be very wary about that.
This is how a lot of business owners become overwhelmed by social media – the belief of needing to be on all platforms for maximum visibility. Being everywhere is not as straightforward as it sounds.
Every platform works differently with varying algorithmic demands. You will need to know how each platform works in terms of posting and engagement and there are ever growing lists of platform features to learn about.
The challenge is posting content that is going to be seen on the feed and will attract a growing reach. If you have got limited time, and let’s face it most of us have, the best thing to do is to focus on one or two platforms at the most.
Is there some content that works better on some platforms than others?
You may choose to be on a specific platform because there is certain content that works more effectively on there. Make the most of the platform by using the features that work best for you.
Here are two examples:
- I use Twitter mainly for Twitter chats and joining the new live audio feature Twitter Spaces. If you think you could commit an hour week to being on Twitter, you could focus on joining a Twitter chat related to your industry or your locality or a Twitter space. (You’ll find Spaces that are running at the top of your feed on your phone.)
- If you prefer going Live using Facebook or Instagram, using this feature will give you a presence on these platforms. This is a great way to create video which is spontaneous and gets your message out there.
Whichever platforms you are on, make sure that your bio explains exactly what you offer and who you serve on each platform. You may choose to say ‘come and find me on Instagram, that’s where I live, or that’s my home’ in your Twitter bio, that’s a good way to have a presence on each platform. At least then anybody who’s randomly popped onto your Twitter account will know that this is not the platform to see your best content.
You may feel it’s more appropriate to not be on a platform which just has your bio on it, than having minimum content on your account.
The benefits of cross posting
Again this is a practice which divides the opinion of social media marketers. Some believe you should try to make the content for each platform as distinctive as possible. In my view it is fine to adapt the same post to match the features of different platforms.
Here’s some ways to cross post:
- Post content from Instagram onto your Facebook page
- Share your Instagram Reels and Stories onto Facebook. It is easy as your are prompted to do this through the Meta Business Suite.
- Repost your posts from Instagram and Facebook onto LinkedIn.
- Create a summary of a post on one of your other platforms into a 280 character tweet.
If you are overwhelmed by social media, stick with one or two platforms, and really get your teeth into them. Don’t fall into the trap of shiny object syndrome.
Don’t be distracted by thinking you’ve got to be here, there and everywhere on social media. Spreading yourself so thinly will not benefit your business. It is bound to drag you down. It’s likely to be hard to get momentum to pick yourself up again.
Getting consistency across your platforms
Try to link everything up if you are going to be on different platforms. Make sure that your headshot or logo is the same across all your platforms. Make sure that it’s consistent across the board if you’re going to be on different platforms.
Choose the platform that best suits your content
Remember that there are different types of content, which work better for you, depending on which platform you’re on. For products which are visually interesting, Instagram and TikTok are going to be your go to places.
Make the most of visibility that you get through social media marketing
This is a perfect medium to build a community on. By focusing on this, you find out what your customers problems and pain points are. Address those problems and people will start to see you as somebody that they want to buy from. This is what makes social media so powerful. It’s a noisy world out there, but this is a fantastic way to stand up and stand out from your competitors. If you use it well, you use it strategically, it will lead to sales.
Would you like to know more about how to be more strategic with your social media marketing? I’d like to help you. I’m keen to see many more small business owners use social media effectively to attract their ideal clients. Drop me a line here and let’s have a chat.
2020 was certainly a year like no other and one many of us would prefer to write off.
I’m still pretty much a newbie in running my own business – just about three years. 2020 gave me learning opportunities which made me more confident and focused in achieving my business goals.
If you’re someone who is finding it hard to find your groove with digital marketing, take a look at my five top learnings.
- Be bold about getting to know people online and put an effort into fostering those relationships. I have made some great connections by attending conferences and courses and by joining in events like Twitter chats. Showing up online means I have given myself the best opportunity to be seen. I also value engagement so I set time aside for commenting on social media posts. I believe it’s just as important as posting your own content.
TIP: If you take time to join in conversations and engage on social threads, you’ll soon start making new acquaintances. Set aside time to be active on social media for short periods each day or at least 3 – 4 times a week.
- Broaden your connections. This is in no way a reflection on other social media managers but, once I realised I needed to go further than just connecting with them, my audience became more diverse and interesting. I was no longer just chatting with a whole load of people like me.
TIP: By spreading your social media wings and starting to engage in conversations with people who are outside of your industry, you’ll start to become involved in other networks. The great thing is that you will start being looked to as the expert in these new circles.
- Keep an open mind about everything and be prepared to explore. I have found reading, listening to podcasts and attending events this year has given me a broader perspective about social media marketing and marketing in general. For sure this is impacting on the offers I put out and how I want to run my business.
TIP: If you feel your business needs a freshen up or an injection of something, be prepared to do some research and explore the possibilities. It may be that you would like to have some training, or you are looking for an app or tech to help you. You may even consider hiring an expert to come in and give you some support.
- Networking is key. I have found this beneficial in so many ways. Having to explain what my business is about to groups of strangers is good practice as an elevator pitch. I have more confidence to talk about my business and share my expertise.
TIP: If you can commit to a regular networking meeting each week for an hour, you’ll soon find that you start to establish the all-important ‘know, like and trust’ factor in your group. Get to know different people at networking sessions. Then engage on their content on social media and vice versa, to establish more conversation.
- Speak your own words and be yourself. Being honest and real has helped me to stay authentic (yes, I know we hate that word!) It has also meant that I can say what I’m thinking without fear of repercussions or worrying that someone doesn’t like me. I know I’m not going to be everyone’s cup of tea but I know I want to work with people who are my ideal clients. If someone doesn’t like what I’m talking about or how I’m saying it then, to be honest, that’s their gripe not mine.
TIP: You can’t be all things to all people so show up as the real you with your own thoughts and opinions. People will want to do business with you if they see you as an honest and genuine person.
What’s your focus word for 2021?
There’s of course so much more I could I mention. I’m well aware that giving a limited number of bits of information is a greater help in terms of processing. That’s the ex-teacher in me coming out!
I intend to continue learning in 2021. In fact ‘Exploration’ is my focus word for this new year. Gaining knowledge and finding new opportunities is an exciting prospect.
Have you given any thought to a word to help you in your business throughout 2021?
Would you like to know more about how to be seen online and attracting your target audience? I’d like to help you. I’m keen to see many more small business owners embracing personal branding and getting seen through effective digital marketing. Drop me a line here and let’s have a chat.
Answer your customers’ pain points through your social media posts and your marketing is more likely to convert to sales.
However, there are many business owners who understandably would rather hire someone to write their copy for them.
How do you appear as authentic as possible if someone else is writing for you?
The essence of using social media effectively is that it is personal, and it invites engagement and conversation. If you want your social media copy to sound as if you have written it, then how can someone else recreate your voice?
Some businesses will use automated bots to generate social media posts but this is about creating content that informs, educates and entertains – not just content for promoting and selling.
You need something that is intrinsic to your brand. It’s your tone of voice.
What is tone of voice?
If the business is clear about the kind of language it uses, the style of communication and the use of particular words and phrases, then its tone of voice will be very apparent. We can call this verbal identity.
- Is your tone of voice formal, informal or even colloquial?
- Are there particular phrases your business uses regularly?
- Is your style friendly and familiar or practical and matter of fact?
Then on a deeper level:
- Do you talk to your customers in the way they talk about you?
- Have you asked them what they think about you through feedback and reviews?
- What kinds of phrases do they use to show what it is they like and value about you?
Yes, finding your tone of voice will mean having a conversation with your audience. If you put the time in with them finding out what they like about you, this information will help you to develop your tone of voice.
It will be more real and speak to them in a way that resonates and grabs their attention. Don’t forget, if you don’t hold onto their attention, they will start to drift elsewhere.
What does your tone of voice add to your marketing strategy?
If your marketing strategy is built on what your business stands for (your vision, your mission, your values) then your tone of voice will be easy to identify and it will be authentic.
Be sure to always keep your target audience and ideal customers at the forefront whenever you are speaking. Your style and tone should resonate with them as you need to be able to communicate with them clearly. Building that marketing focus of know. like and trust in a way they can relate to is key.
Once you have added your tone of voice or verbal identity to your marketing strategy, it will make creating content so much easier.
It will make it so much more straightforward when you want to outsource it too.
If you’d like to talk to me about developing an authentic tone of voice for your business or how to identify your ideal client, drop me a message on the Contact form.
Are you a little sceptical about using social media to promote your business?
Can it really make a difference the way potential customers see you?
Yes it can, because people don’t buy things in the way they used to 20 or 30 years ago.
Nowadays, your potential customers are searching online, using social media sites, reading reviews, doing comparisons and looking to see if you are going to solve their problem for them.
Think of social media marketing as if it is a big party. You and your ideal clients are at the party – but then, like all good parties, so is everyone else.
The idea is that you want your ideal clients to find you at this party and then decide that they like you long enough to want to hang out with you. Once they’ve made that decision to spend time with you, then you can start to embark on building a relationship with them.
They get to know you, like you and hopefully trust you. If they trust you enough then eventually, when they are in need, they will buy from you.
It sounds like it might take some time and energy, but if you want your business to stand out from the crowd at the social media party, then you need to win people’s trust.
It’s not about broadcasting what you’re selling.
Marketing using social media is not about a broadcast. That’s advertising.
Marketing is something much more subtle. With social media marketing you use what you know about your target audience to get into ‘conversations’ with those people who are interested. With planning, attention to detail, consistency and patience, it will lead to sales and the creation of a loyal customer base.
So why does social media leave some businesses feeling that it doesn’t work?
When I say that I help businesses with social media marketing, I’m often told by businesses that are not finding their customers and clients through their social accounts.
Then I hear the scepticism.
‘I’m on it but I don’t get the reach I’d like with my posts.’
‘I don’t see all my efforts converting into sales’
‘It’s a bit of a waste of my time.’
‘I don’t see really understand how it works.’
Have you considered that your target audience is attending the social media party i.e. on Facebook, Instagram, Twitter but then going home disappointed because they haven’t met anyone they really like? They haven’t met you because they haven’t managed to find your business, due to all the traffic that passes through the feed.
How do you change that so that they do find you, follow you and grow to trust you?
Avoid the disappointment
Unfortunately, the low barrier of entry into social media marketing means that many businesses embark on using it without any real plan.
Setting up a social media business account is relatively easy and, with 67% of the UK population using social media, people believe it should be easy to use it to promote their business.
For many though, their efforts are leaving them feeling disappointed and deflated. It’s not everything they thought it would be and, what’s more, their posts aren’t converting into sales.
What’s the true picture?
The reality is that you’ll need to put a plan in place. Clear planning and messaging as well as patience and consistency are some of the important factors which will contribute to building your success on social media.
Ask yourself these questions:
What’s my message to the huge audience on social media?
How am I showing that I can solve their problems or match what they are looking for?
Do I know the kind of questions they are asking? Am I offering the answers they are seeking?
Are my posts attracting my ideal client?
Do I know who my ideal client is?
What platforms are they mostly on?
Do I create content which is interesting, engaging and keeps them coming back for more?
Do I focus too much on posts which are promotional?
Show your target audience that you care
The answers to all these questions matter because these will show how much you care and want to help your target audience. Enabling them to get to know you and your brand will help them to decide if they like you enough to stick with you.
Hopefully that will lead to that all important trust element which will eventually translate into a sale.
- Showing up when our audience expect us to and with a consistent message will also build the trust.
- Posting at the times your audience is most likely to be online gives them more chance of seeing your content in the feed.
- Using a consistent language and tone of voice in your posts will help to emphasise this.
How does all this make a difference to finding your ideal clients?
Your marketing is more targeted by being based on the needs and behaviours of people who are searching for products and services like yours i.e. a target audience of potential customers.
Your audience is kept informed of the latest offers, new stock and other updates easily if you are regularly posting and engaging on your platforms.
You can show your target audience you care by the way you connect and engage with them. Social media marketing most definitely can help your business if you are prepared to plan and use it strategically.
Are you ready to take the next step to getting a plan in place to boost your presence at the social media party?
I can help you to create a content plan and develop content which resonates with your target audience.
Drop me a message if you would like me to help you to be more visible.