M is for Marketing – What to Say on Social Media
Marketing your business through social media can be a simple, low-cost and effective way to find and win new customers. The key to using social media effectively is that you need to know:
- who you are trying to attract,
- what you want to say
- where your potential client/customer hangs out.
One of the things I am now passionate about is bringing Marketing back into Social Media. I find many business owners, particularly service businesses, are struggling to get going with social media. They’ve done the Social Media for Dummies course They’ve been told by ‘everyone’ they should be using social media. They want to do it. They may even have spent time setting up their profiles but then….they have no idea what to do next, what to write, post, tweet, blog or pin!
Part of the issue is their haste to catch the latest wave or have a go at the newest social media app. They’ve either forgotten or never really identified who their customers are. They yielded to the same pressure we all used to feel when the Yellow Pages, Thompson Directory, local newspaper or charity advertising salesperson called us. That we should advertise there because that’s what everyone else is doing.
Back to Basics
It’s time to get back to basics and take a look at Marketing 101:
What’s happened is that most businesses do what I admit I’ve been guilty of on too many occasions! Starting at the wrong end! I choose which Media to use before I’ve worked out my target customer profile, my Market, and what I want to tell them, my Message!
Identify your customer
It’s really important to identify exactly who your target customers are. It makes it much easier to focus your marketing efforts if you have a clear picture of your ideal customer in your head (and written down is even better!). You should include as much detail as possible in defining this ideal customer. Include age, sex, married, single, household description, type of transport they prefer, and hobbies. Any other details that will paint a clear picture of who they are. This is often known as a customer avatar.
The more you know about your customer the easier it is to know what they need to know about your business services. You’ll be able to give them useful information that they’ll find helpful and be able to have a conversation. This will also help you identify whether they are likely to be a Twitter user or spend their time on Facebook or LinkedIn. You can then build a relationship with them so they trust you and want to do business with you.
If social media marketing is currently frustrating you, I would recommend identifying your target customer really well. Create a customer avatar to help you work out what to say and discover where they hang out!
If you want to find out more about marketing your business, give me a call or follow me on social media.