M is for Marketing – What to say on Social Media

M is for Marketing

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 and where your potential client/customer hangs out.

One of the things I am now passionate about is bringing Marketing back into Social Media. I come across many business owners, particularly service businesses, 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, may even have spent time setting up their profiles and then….have no idea what to do next, what they should write, post, tweet, blog or pin!

Part of the issue is that, in 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 sales person 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:

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What’s happened is that they’ve done what I admit I’ve been guilty of on too many occasions! Starting at the wrong end and choosing which Media to use before I’ve worked out my target customer profile and what I want to tell them, my Message!

Identify your customer

It’s really important to identify your target customers as it makes much easier to focus your marketing efforts if you have a clear picture of your ideal customer in place. You should include as much detail as possible in defining this ideal customer, including age, sex, married, single, household description, type of transport they prefer, hobbies and any other details that will paint a clear picture of who they are (often known as a customer avatar).

The more you know about your customer the easier it is to know what you want to tell to them about the services your business offers. 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. This is, after all, what your marketing and social media efforts should be all about.

So if social media marketing is currently frustrating you I would recommend identifying your target customer really well, creating 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, come along and join your local monthly Entrepreneur’s Circle meeting.

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