The Quickest & Easiest Way to Become Relevant on Social Media
You’ve been lied to…
“All you need to do is post on social media!”
Online, we see many marketers and businesses of all sizes raving about using social media for marketing.
Social media is an ever expanding world, and a powerful world at that. But if used incorrectly, you will be quickly unfollowed and forgotten about. So how do you prevent that from happening?
First, you must ask yourself:
“Who am I marketing to?”
Go in depth on this question...Think about their:
- How much money they make,
- Their likes &
- If they have kids,
- Do they own a house, etc.
You can’t get too in depth on this step...
You can make personas for this. Your ideal client doesn’t have to be one person, it can be many. For example, you could have Sally the Soccer Mom, Smarty Steve who already knows everything, and the young kids trying to figure it all out.
Now, what kinds of problems do these people have?
Part of social media is being relevant.
If you are a roofer and you only post pictures of roofs being worked on, you aren’t necessarily being relevant to your client base.
As your future client, it’s nice to see your current work. But I don’t want all these pictures of roofs cluttering up my Facebook feed, distracting me from cute babies, so I’m not going to like your page.
For all intents and purposes of this blog post you are a roofer, your client owns a house. So there is the obvious option for posting, inform them about roofs!
You will often hear marketers saying that content is king, and they are right. What is the difference between Shingle A and Shingle B? Actually, what is a shingle and why is it on my roof? Genuine question, by the way.
Now that you have posted about shingles and what their function is, your client is already more inclined to like your page and even interact with your posts, because now you are giving them valuable information.
Valuable information is allowed to distract from pictures of cute babies.
What other problems come along with owning a house?
Think of things that are always going to be relevant to your client, it doesn’t have to be 100% about what you guys do.
Because how often do you need a new roof?
The goal of social media as a business is to build a genuine consumer relationship, and then use that relationship to make the sale.
If your client has a genuine relationship with you, you will be on their mind when their shingles have seen better days. Even if they don’t need a roof, they are more likely to recommend you to their friend.
The logic above works for every industry out there. From that chic boutique that sells furniture to the family law attorney.
If you are a roofer, you can still post about home maintenance tips because you are appealing to your clients’ needs. Reminding me to change my air filter will never be something I will complain about, because you are helping me.
Another key part to remember is that while content is king, you still need pictures of roofs being worked on and you still need reviews.
Content can take you far, but being a one-trick pony will never make you succeed.
Not every post needs to be a blog about addressing a frequently asked question. You can share a video showing how you can tell if your shingles are in bad shape. You should be professional, helpful and human on social media.