Lesson 3 is THE most crucial part your social media strategy, because it alone determines whether your efforts will pay off. I’ll be saving you literally dozens of hours of research time with the tactics I’m sharing with you today. I used to spend weeks finding this information for my clients, and I’ve developed a strategy that does the same thing in about 5 minutes. And I’m sharing it with you today.
I hear this from my clients often: “I’ve overwhelmed with it all and don’t know where to start!”
That stems from the feeling that you need to be everywhere.
You don’t. The only place you need to be are where your customers are.
Watch the video below to see the mini-consulting session I offered in the Forum that left this member saying “Wow! Thanks Maria! I’m going to do this right away!”
How can you identify quickly which social networks holds the best potential for your business? Do you need to join each network, create a profile, then search for your potential audience?
You could, but it would take forever!
Instead, you’re going to identify your best clients and what social networks they use, without ever having to join a single social network.
One of the first tactics I use when developing a social media strategy for my clients is to ask for a list of their top 20 clients. I then look to see what social networks those clients use. Because if you’re audience isn’t on Twitter, why use it?
My clients are often surprised at the result. I recently did an in-depth consultation for a golf operations management consultancy, and they were convinced they needed to be on Facebook. But few of their clients were there, so it didn’t make sense for them. Instead, I found the majority of their audience was on Twitter and LinkedIn, and I suggested they focus their primary efforts there.
Here’s a spreadsheet I developed listing their largest clients and where they had accounts on major social media networks:
I’m about to share with you how you can do the same research in about 5 minutes. Here’s how:
site:facebook.com “my industry name”
That search phrase is extremely powerful, as it allows you to see which of your clients, colleagues, vendors, and what parts of your industry are using that social network. Here’s a very specific example of a search that I did for a colleague who owns a spray foam insulation business:
site:facebook.com “spray foam”
The results showed that yes, a few of his target clients were using Facebook, but their fan count was so low they were not active in Facebook. You can see a Facebook business page’s fan count directly in any major search engine (except Google), as shown below:
We did another search for roofing companies active on Pinterest. I didn’t expect a lot of results here, as Pinterest is mostly women, and men tend to take care of a home’s exterior, but here’s what we found:
I did this search and then clicked on Images, since Pinterest is a social network made up of only photos and videos. I was shocked by the huge number of roofing companies on Pinterest:
We continued doing these searches until we determined that LinkedIn was one of the best places for his marketing efforts, as there were over 5,000 results for spray foam companies who would be his potential clients.
Now it’s your turn:
Whew! This was a BIG lesson, and you should be proud of completing it! You’ve identified which social networks you need to concentrate your efforts on. This focus will help you laser-target your tactics and get better results.