WHERE TO CONNECT WITH YOUR IDEAL CLIENTS ONLINE
Imagine going to the post office in hopes of attracting a cup of coffee, or being frustrated with the hair salon when they don’t have any mail for you or feeling inadequate because no one at the coffee shop wants a haircut with their pastries.
Promoting your services or products on social media can feel a lot like that. And if you genuinely don’t recognize what makes a post office the place to go for mail, then it will feel like the cards are stacked against you and you just don’t understand why other people seem to get their mail so effortlessly while you struggle to find yours.
Each social media platform is different. Each has its own conversation style, language and audience. Facebook is the IDEAL place to attract certain clients, but not others. Some clients buy often from businesses they find on Pinterest but never buy from Facebook links. Some people wouldn’t even think to look anywhere but Instagram for certain types of businesses.
And just because you see people showing up in a certain way on a certain platform, doesn’t mean it’s successful. Some of the most popular “formulas” are in fact useless, but people keep doing them because they see other people do them. We’re going to nip that in the bud right now and set you up with a strategy that makes sense and is based on experience and results.
Let’s start with WHERE your ideal clients will find you, based on where they already hang out online. Watch the Client Attraction Masterclass to find out more about where your clients are truly hanging out:
Did you know that Facebook is the hardest place to attract new clients AND the average money spent per order is lower than Pinterest or Instagram? (Facebook has the highest lifetime income per lead, but the lowest income per sale than Pinterest or Instagram. So a savvy social media marketer would focus on Pinterest or Instagram to get people in the door with a product or service that costs less than $100, then turn them into a repeat customer by offering bigger ticket items after they’ve gotten a taste of your stuff.)
My point is, everyone thinks they need to be on Facebook and that Facebook is the ticket to sales. But it’s simply not true. The best social media platform for you to be on is the one that works best for YOU. They’re all profitable. But spinning your wheels on the wrong platform – which is any platform where your clients aren’t ready for a solution and don’t want to hear from you – is a waste of time, energy and money. My number one goal is to help you work smarter, not harder. You know my motto – Work fiercely, not frantically! But in addition to that, every day you’re on the wrong platform is a day that your competition sweeps up new clients on the right platform.
So don’t be afraid to wean off of Facebook if that’s what this information is suggesting. We’ll make sure you get awesome results no matter which platform is best for you and your business. And we are going to wean onto the right platforms, so don’t think of this as another thing on your plate and stay on the wrong platform because staying is easier than moving. We’re going to take this one step at a time. Now let’s choose the 2 best platforms for your business:
Step 1 – Platform #1
Start researching where your ideal clients really go for solutions like yours online.
While we practice standing out and shining our brightest from where we are today, let’s get some hard data about whether we’re really in the right place or not. MOST new business owners use Facebook to find clients because everyone thinks FB is the ticket to client attraction. That WAS true at one time!! But FB users have gotten “sophisticated” over the past 2 years. What that means is that the majority of FB users recognize all the marketing tactics that used to be effective which makes them much less effective now.
For example, you probably recognize those sponsored posts in your newsfeed and you scroll right past them without reading them. Webinars don’t attract as many leads as they used to and even the leads they do attract don’t convert as well. Most people know what a sales funnel is now and people being protective of their email info, which means less people are opting-in to free offers! Of those who do share their email to get a free resource, some never open the emails they receive in the following weeks or months. All of this is called “market sophistication.” It’s like the market has built up an immune system to all the existing tactics.
So how do we break through this immune system and reach potential clients? Let alone WOW them and stand out as the one and ONLY person they want to work with?
The first step is to find a less saturated place to connect with them. Facebook is known as a “red ocean” – an area that’s full of businesses all competing for the same fresh meat. (Like shark-infested waters, the water turns red when you throw in some chum…)
What you want is a “blue ocean” – a place where you can stand out because the market is less “shark-infested” but it’s also the place where your potential clients naturally go when they’re looking for solutions.
For example, how often do you go to Facebook to search for anything? Ever?
I don’t know about you, but I have literally NEVER searched for a solution to anything on FB. I use Google, Amazon, YouTube and Pinterest to search for answers in the form of blog posts, books, how-to videos and recipes.
Chances are, most of the market is doing the same thing – using tools that deliver high-quality results for fast action. If I’m feeling pain in my neck, I don’t go looking for a fitness coach or massage therapist on FB. That’s a loooong term solution and I want relief now! So I go to youTube and search for stretches or exercises that will alleviate the pain. If I happen to find a yoga expert or fitness coach I really like, I’ll hit subscribe or click over to their website. Maybe even click over to their FB page. But the only way that’s going to happen is if I find them on youTube first. Because that’s where I go for help when I want to learn something movement based.
If I have a question for how to use some tech tool (like Mailchimp, ActiveCampaign, WordPress, etc.) I’ll search Google or youTube depending on what kind of question I have. If I’m using a tool for the first time, I’ll use youTube to find a walkthrough video that will show me how to use the tool. If it’s a coding question, I’ll search Google so I can find the snippet of code I’m looking for.
If I want a new recipe for dinner, I’ll search Pinterest because I know I’ll get photos of what the dish will look like as well as a link to a step-by-step recipe, usually by a food blogger.
And so on.
I personally use FB to connect with new clients because I KNOW my ideal clients are showing up everyday on FB, trying to attract clients and wondering why it’s so hard. It’s a red ocean, but that’s exactly where my clients are struggling and READY for help. And let’s face it, I’m not afraid of a red ocean because I’m THAT confident in my brand, marketing skills and message. I’m OK with a red ocean because I know I stand out. But, I ALSO have my blue ocean strategies that help me get in front of a completely different audience. And that’s where I suggest you start, because blue oceans are where you’ll stand out while building a rock-solid, unmistakable brand and message over the next 6 months.
So how do you figure out where your blue ocean is?
First, think about what you would do if you needed to find this answer? Where would you look for solutions? Where did you used to look for solutions before you became the expert in this field? Go to those places and see what kind of solutions are offered. Is anyone using your BEST engagement style in those places?
Second, look at what people are saying in the comments of different places. Go to Amazon and read the reviews. Go to youTube/FB/Instagram and read the comments. Go to Pinterest and look at what’s popular in your industry.
Third, think about the questions you hear all the time in your field. Type those questions in Google and see what comes up. Again, is anyone using YOUR BEST engagement style to answer those questions? If not, how could you start to fill that gap? If yes, how could you do it differently?
Step 2 – Platform #2
Maybe someday you’ll have a team supporting you and you can afford to show up on every single platform. But until then, you want to show up on 2 different platforms.
The most important one is the one where your ideal clients already go for solutions like the ones you offer.
The second one should be the platform that best demonstrates how unique and awesome your business is. This means, if you’re a photographer, use Instagram, if you’re a blogger, use Pinterest, if you’re an author, use Twitter, if you’re a fitness coach, use Facebook, if you’re a public speaker, use youTube and/or FB Live video, etc. Use the platform that’s best suited to the kind of work you do.
Step 3 – Bring ’em home
But here’s the key – no matter what platforms you choose, the main goal is to entice your followers back to your website. Think of social media as a party or networking event and your website as your HQ. You want to meet people at the party, but you want them to visit your office/HQ on a regular basis so you can give them bigger value than what you can do at a party.
At the party/event, people are distracted. They’re multitasking. They’re meeting more than just you. And let’s face it – they’re there to have fun. To let their hair down and enjoy a couple drinks. To laugh and show off and meet interesting people.
When you get them back to your HQ, they’re ready to focus. They’re in problem-solving mode. They’re not distracted. That’s when you can really shine and show them how amazing your work is and how amazing their results will be when they work with you. That’s where you can help them get a win before they ever spend a dime.
So let’s find the best party for you to frequent, knowing that this isn’t meant to be your whole business. This is just where people first find you. Not where they get serious about you.
The flip side of this is – using social media develops valuable skills that you’ll be able to use anywhere. What you’re going to learn about using social media correctly will translate to any platform, online or offline. If FB shut down tomorrow, you’d be fine. If they started charging $100/month to have a business page (and enforced their rules of no business on your personal page), you could choose to close your account and you’d be fine.
Because you’re not dependent on any one party. You’re a networking, socializing, marketing pro who can astonish and delight clients everywhere you go!
~ Conclusion ~
This is a BIG topic and a big decision for you. The reason we’re tackling this so early in the program is so you can focus your efforts and get the best results without trying to spread yourself too thin. Some of you will get to the end of this lesson and have all the confirmation you needed that you’re already showing up in the right places. Some of you will reach this point and feel like you have to start over. You don’t have to start over. Everything you’ve done in your business has brought you here AND it’s been building up trust, recognition and credibility. There’s NOTHING wrong with that!
Once you know better, you do better. Think of this as an upleveling. Sure, you might have to do extra work at the beginning, but it will lead to more ease and freedom later. Sure, you may have to stretch out of your comfort zone, but you’ll be stronger and fiercer as a result.
Nothing you’ve done up until this point has been wrong. What you just learned about where to find your clients is FREEING. Not overwhelming. Once you recognize that, this should feel incredibly exciting!!! You’re on a more focused path now and that means bigger and better results from here on out!
Don’t worry too much about how to use the social media platforms you chose – that’s actually the topic of our next lesson. For now, just think about and research which 2 platforms you think are best for you. There’s still room to change your mind next week when we look closely at the language of each platform and how to join the conversation in a way that attracts clients instead of scaring them off.
If you have ANY questions at all, hit me up in the Mastermind FB group! Tell me what 2 platforms you picked and I’ll help you triple-check that these are indeed the best intersections for you to meet your soulmate clients. :)