First, a quick question: Who would like to consistently be in front of the right kind of client, your ideal client?

I’m here today to give you some quick wins to help you better engage with potential clients, your ideal clients, on social media.

So what stops us from using social media? Perhaps you find it too complicated, or maybe you are a complete technophobe. Or it could be that you have no idea which social media platform to use or, importantly, which is right for your business. So why should you use social media?

Well, apart from the time you commit to it, it’s such an inexpensive way of marketing yourself — there’s no printing or postage costs and no event hire.

Your reach can be huge if you engage on the right platforms. Nine out of 10 internet users are now on social media, and most will spend a whopping 144 minutes a day on it. So we need to be where our potential clients are.

People will refer to people they know, like and trust. Social media can be a powerful tool to connect with your audience, to build trust and to increase your credibility.

How do we do this? I’ve got five quick wins for you:

Optimize your profiles. Your social media profiles should be complete and up to date. Make sure you include a professional profile picture, a clear and concise bio and a link to your website. This will help potential clients find you and understand who you are and what you do. Make sure you sign up to Google My Business — claim your business and get reviews to improve your reach and credibility.
Create engaging content. Aim your post at your audience. Who are your ideal clients? Have them in mind when you create the content. People use social media to be entertained, informed and inspired, so use a mix of text, images and videos to make your content more engaging. And mix it up so that all your posts don’t look the same. Put out content that is aligned with your purpose, your values and your interests. Remember, people buy people, not products. Use stories and share good news — tell your clients how what you can do for them is going to make a difference in their lives.
Engage with your audience. Remember, social media is a two-way conversation. You need to be actively engaging with your audience by responding to comments, answering and asking questions, and sharing relevant content.
Be real. Come across as human — show your passion and your why. You can use social media to get your why across to people. The best way to do this is to let your personality shine through in the tone of voice and language that you use in your posts. So, if you want to be serious and professional, that’s the language you use. If you want to be approachable and fun, this is how you need to phrase it. Approach different platforms differently. For example, on LinkedIn, use blogs, Polls; share informative content. Have fun but avoid emojis. On Facebook you can be a bit more lighthearted. Engage with your community — use pets, share posts, engage with noncompeting local businesses. Build your brand. With Instagram use Reels to improve your reach. Use Instagram trending music and keep it simple.
Measure your results. Track your social media metrics to see what’s working and what’s not. Tools like Google Analytics will measure your reach, engagement and conversion rates. This will help you refine your strategy and improve your results over time.

Think about social media within the bigger marketing ecosystem. How does it link to blog posts, podcasts, networking, newsletters and websites? It’s a small cog in a big wheel, but it is important.

Social media can be a game changer for us, but, remember, it’s not a sales pitch. It’s a way to build relationships and to connect.

Transcript

Quick wins to get referrals from social media

Author(s):

Carla Brown, FPFS, CFP