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Effective marketing is all about sending the right message to the right people, not trying to reach everyone. It all begins with finding your target audience (or ideal customer)! To identify who you should be trying to reach with your marketing efforts, there are three steps you can take.
3 - Analyze Your Offering Take a good look at your product or service and identify exactly what problem it solves. What is the formula for success you follow, and how is it different from what's on the market? Once you've identified your audience (or ideal customer), now it's time to organize your audience so you can target those who fit the bill! There are a TON of different ways to keep your audience organized, including old-fashioned spreadsheets of leads, scrolling through your followers and creating a close friends list, or using CRM software to store, tag, and sort your audience. Having a HUGE following or massive email list is great - but if your goal is to increase revenue, make sales, or grow your business - that list is only as good as the number of buyers on it! No one wants to receive irrelevant content. By organizing your audience you can target specific individuals or groups and ensure that your message goes to the right people! Understanding and organizing your audience is an ongoing process that requires continual maintenance. Schedule time every few months to go through your audience and collect data, analyze metrics and organize.
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You don't own your social media content (gasp). At any moment, whether by accident or not, all of your social media content could be deleted or lost, and there's not a damn thing you could do about it. Scary AF. There are tons of horror stories about how established businesses and brands lots ALL of their social media content. Having a blog is not only an amazing (and safe) way to keep your content backed up and accessible, it also: 🙌 Increases your searchability (optimized SEO if your content uses keywords clients search); 🙌 Looks incredibly professional on a website; and 🙌 Allows those who don't use social media to get access to your knowledge! If you don't have a blog yet, now's the time! ✨Start by simply copying your best social media posts and adding them first. ✨Choose the posts that have the words your readers are most likely to search online. ✨Always add the SEO description and keywords to each blog post. If you don't have a blog, what's holding you back from starting? Mickey AndersonWellness Industry Communications & Marketing Expert "You can do it all - but not all at once." That’s been my mantra for the past few years, and it’s served me well, especially in my writing.
Over time, in life and business, and with some wisdom, we all eventually learn that you can’t expect anyone or anything to do it all. Social media is no exception. Yes, social media is powerful - but it can’t do it ALL. You can sure as heck try to make it your one-stop-shop to build an audience, drive sales, get referrals, and grow your business. It might even work for a while too! The challenge with using social media for EVERYTHING is that you end up setting many different goals all at once and all in the same space. If your social media goals and strategy include sales, growth, connection, retention, referrals, and everything in between - you’re going to exhaust yourself. In social media, you have zero control over when new followers join, what they see (if they see you at all), and in what order. How can you strategically bring your readers through a customized buyer’s journey of connection and content? EMAIL. Now, before you hit me back with the “I don’t have time to add emails to my marketing - social media already takes up so much time,” STOP. Email marketing does not have to be a time thief. Email marketing does not have to be complicated. Email marketing does not have to reinvent the wheel. You have tons and tons of content that you’ve created and shared on social media. You can reuse it - with a few minor tweaks - and create an incredible email series that strategically brings your readers through your buyer’s journey! Think about it this way - if you could control exactly what posts a new follower should see, and in what order, what would those be? That is where you start. Next step - why the heck should they give you their email address in the first place? Inboxes are sacred, and no one wants to join another newsletter. Offer something of incredible value in exchange for your reader’s precious email, and then take them on a journey (strategically) without the noise or distractions of social media. Before you jump ship and sign-up for an email marketing platform, stop for a second and set some goals.
You can have a different goal for each email series - and you can create an infinite number of other email series’. Take the pressure off your social media content and take control of your reader’s journey through your content with email! Do you use email for your marketing? Let me know below in the comments! |
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