Social Media Marketing Done Right
Having so many social media platforms available to use as a marketing tool can be confusing and (if you don’t know what you are doing) scary.
How do you decide which one to use for what?
How do you use it effectively?
What do you post or share?
How do you not offend or scare away potential customers?
Let’s explore a bit.
“…share the Right Information, to the Right Audience, at the Right Time”
The biggest issue with using social media as a useful marketing tool is not to load or share a post or to run an ad. That is the easy part. Your biggest challenge is to ensure (whether a post or ad): That you share the Right Information, to the Right Audience, at the Right Time. What do I mean when I say this?
You run a risk when you use social media just for sharing things, liking posts or randomly advertising a product or service. The danger is that if you do not approach this correctly, you can easily irritate people and scare of that one last sale for the week you were hoping for. Using the wrong platform, not having a clearly defined audience and not having consistent quality content can make the situation worse.
Here are a few key points to consider for your social media efforts:
1. DEFINE YOUR AUDIENCE
Who are you selling to? Remember we spoke previously about if you sell to everyone, you sell to no one? This is probably the biggest mistake you can make. Make an effort and take the time to determine your audience. Here’s how.
In the last 6 months, who was your top 20% of clients? Who has spent the most money in your business? Create a persona from that information. Who are they? Gender? Age group? Sex? Likes? Dislikes? Demographics? Etc.
Figure out who your ideal customer is that you would like to have more of.
Now use this information and create your audience that you will market to. Be specific.
2. WHAT PRODUCT OR SERVICE WILL YOU OFFER THEM?
What do you have of value to offer this ideal customer that you now identified? What can you offer them that will change their lives or will solve a problem they have?
The worst thing you can do is to put your entire product range in front of them. Determine what that 1 thing is that a prospect will spend money on and create a compelling offer that can not be refused. It must be worth it to get the product or service from you and not your competitors.
3. DECIDE ON A PLATFORM
The fact that you have access to a wide range of social media platforms does not mean that you have to use all of them. You identified your ideal customer. Take the time now to figure out what platform that person will be using the most every day? Is it a businessman looking for opportunities on LinkedIn? Is it a student wasting his time on Facebook? Is it a potential model going crazy on Instagram?
Determine what platform your prospect will be using and focus on that one. Don’t waste your money running ads on a variety of platforms just because you think you will reach more people. You won’t, you will only spend your money ineffectively.
4. HAVE A SOCIAL MEDIA PLAN
Posting the same type of content day in and day out will most definitely harm your reputation on social media. Have a clearly defined plan.
Create a social media calendar that you can use to plan your actions online. What will you post, share or advertise? When will you do this? To whom? Will it be meaningful to them or just drive them away?
Having a plan like this also makes it a lot easier for you to run your marketing campaigns. Think about the amount of time you will save if you have the rest of the years’ social media posts planned and you just need to load it.
“Plan your social media strategy and execute it with precision.”
So, in conclusion, I feel that it is essential for you to not just be random on social media. Don’t just do what you feel like. Plan your social media strategy and execute it with precision. It will be worth the time you spent on it as soon as you make that first sale.