Lesson 3 is THE most crucial part your social media strategy, because it alone determines whether your efforts will pay off.
You'll save literally dozens of hours of research time with the tactics you learn in this lesson. I used to spend weeks researching 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 social media marketing and I 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 did for a local financial services client. Their response? “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.
You're going to research your best clients & what social networks they use, without ever having to join a single social network.
Yes, really! Let's get started . . .
One of the first tactics I use when developing a social media strategy for my members is to ask for a list of their top 20 clients. I then research what social networks those clients use.
Because if you're audience isn't on Twitter, why use it?
SMOC members are often surprised at their results. I recently did an in-depth consultation for a golf operations management consultancy, and they were convinced they needed to be on Facebook.
But very 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. Select the WHERE IS YOUR INDUSTRY tab above to get the step-by-step tutorial.
Ready to find your best clients and where they hang out?
You can also use this tactic to find the best social network for your industry.
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 a specific B2B firm: an ad agency specializing in spray foam insulation clients:
site:facebook.com "spray foam"
The results showed that yes, his clients are on Facebook, and they're active, as are their fans.
So Facebook would be a resounding YES for this client.
You can see a Facebook business page's fan count directly in any major search engine, 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 was shocked by the huge number of roofing companies on Pinterest:
You can select Images from your Google search results, since Pinterest is a social network made up of only photos and videos.
We continued doing these searches until we determined that both Facebook & Pinterest would be excellent social networks for reaching 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.