Which social media platforms should I be on?
This is probably one of the most frequently asked questions I hear from other small brands, potential clients, and networkers.
And the answer is not rocket science really, is it?
Go where your customers are!
Before I go any further, let’s imagine a real life scenario… well real life for me anyway.
I’m single, and I’m fully aware that sitting on my own sofa is not the way that I’m going to meet a potential and, most importantly, suitable date… much as I like it on my sofa with my cats!
But maybe if I joined the local sailing club, or had a Friday after work drink with a friend in my local cocktail or wine bar, I might find myself in conversation, and who knows, it could lead to a date or an introduction.
Well that’s how it works on social media too.
You need to be on the platform, or platforms, that best suits your customer profile, and you need to strike up conversations. They might not be the ‘one’, but they might know someone who is!
I was prompted to share this after I saw a recent post by a lovely lady, run ragged by family commitments as well as developing her small business. The post was on Facebook.
I paraphrase, but it went along the lines of:
“Sorry it’s been ages since I came here and saw your posts, but ever since I was introduced to Instagram, I’ve been spending all my time there. I’m hooked.”
Is it just me, or did that business owner just tell her loyal customers that she hasn’t got time to talk to them where they hang out anymore, but they have to find her somewhere else she now prefers?
What will happen, will the loyalty fall away, or will they set up new accounts on Instagram and add to their own time commitments in order to keep up to date with someone they want to buy from?
I’d like to hope that they will stick with her, but if there was someone else offering the same service and regularly posting on those customers’ own favourite platform, which they check into every evening after the kids are in bed, then she might just lose their loyalty.
Just a thought.
So before I start working with any new client, we go back to basics in marketing terms, getting really clear on their own brand values and succinctly articulating what they are selling. We work on getting to know their ideal customer, their personal characteristics, their buying habits for example, and most importantly their pain. What keeps them awake at night?
How can we find those customers and take away that pain?
Only when we understand our ideal customers can we understand where to find them and how to reach them. That’s when we decide which social media platforms to spend precious time and effort on.
Only when the conversations have started can you illustrate how you are the answer to their problems, how you can take away their pain.
With limited time, you need to be in the right place, and the right time, to maximise your efforts and build the loyalty and sales.
If you want to know more about any of the topics raised in this blog please leave me a comment or send me a message.