Using Social Media comes with one caveat – you need to have a plan. And one way to have a plan is to target everything you do towards an Ideal Client or Ideal Client Avatar.
When you can work out who this person is, what their business is, what they like, what their challenges are, what they are motivated by and how you can help them, you get some VALUABLE information….
Your content, your posts, the platforms you use and the areas on which you focus on social will be easier to plan, and will get you better results.
Without having a goal, or without identifying a person that you are “speaking to”, you might find yourself broadcasting to the masses. When you aim for everything you hit nothing, so they say.
The first step to working out who your ideal client is, is often to do some sort of “ideal client avatar” process, where you spend time writing down everything you know about that person. You might even interview someone that you know IS your ideal client to find out more about them and what they love about your business or where you could help them in other ways.
We are going to look at 3 different ways that you can easily get more information about your ideal client – by using simple checks on Social Media. These simple checks are right at your fingertips – you probably just didn't realise it:
#1 Check what Images Your Ideal Client is Sharing FROM Your Website
This is one of the simplest checks, yet it provides some powerful information. Most often you will hear marketers talk about the importance of traffic to your site and driving traffic to your site. And YES this is super important, don't get me wrong. But while all this is happening there is a secret stream of traffic that is often coming away FROM your site. And most people don't know it.
It is a stream of images. Being shared FROM your site. And it doesn't need you to have a Pinterest account, a Facebook Page or an Instagram account for it to happen!
You see, since Pinterest came into being, millions of people have taken to “pinning” or sharing images about what they love from all over the web. And although there is a lot of focus on what is being shared and re-pinned on Pinterest, the truth is that consumers are pinning content straight from websites. Your website! And sometimes this content gets shared without the website owner even knowing what is being shared!
This is called Organic Traffic and you should be aware of what that traffic is and what it means for your business. Because it can reveal what consumers really like about you – and not just what you think they like about you!
Here is how it works:
All you need to do is type in the following URL (adding your website details in place of mine and remember to leave off the www from your website address):
ie for your website it would be: www.pinterest.com/source/yourwebsite.com
That's it! Simple, right? Ok, so let's take a look at what happens when I enter my website into the Source URL:
A friend of mine, Leonie, has a successful Australian fashion label, Verily. Just last week I was with her and we checked her “source” images to see what was being organically shared from her website. She was amazed!
Leonie is a Pinterest user, but had not known about this check. It revealed some interesting information to her about the types of dresses and styles that were being loved and shared from her site. It only took a few seconds to check. Here is a snapshot of the organic traffic being shared from her site (and her dresses are awesome, just sayin'):
From this information, Leonie can work out what is resonating with her website visitors. Perhaps there is an item she did not realise was popular, or maybe she can also look at the types of boards people are pinning these images to – giving her yet another insight into her potential ideal customers.
#2 Check Twitter Lists You Have Been Added to
This is just a simple check, but it can be revealing.
If you use Twitter, you may see from time to time that you have been added to lists. If you have followed my blog, you would know that I am a huge fan of creating lists and adding people to them routinely – for both a “tracking” and sorting purpose, and also to give compliments to your followers by adding them to lists with really cool names! Check out a previous blog post here (and also this one here) for more info on lists.
What I am suggesting now is that YOU check what lists YOU have been added to by others on Twitter. It takes a few seconds and will give you a quick overview of:
- how your readers/followers/fans perceive you, judged by the type of lists you are added to. Think of this as a way of them saying “this is how this person can help me”. Take note of it.
- what types of “categories” your followers perceive you to be an expert in
- a guide for topics for what you should be writing about – Let's say you are a health coach and someone has you in a list called “fitness experts” you might look into focusing on fitness more. If someone has you down as a “green juice guru” and you occasionally post on green juices, it might spark the idea of writing an ebook.
- it will give you immediate access to the types of people that your ideal clients follow – check through lists you have been added to and look at who else is there. Look at their profiles, their pages and what type of content they produce – this is where your ideal client is hanging out. It's valuable information!
To find Twitter Lists, go to the home screen of your profile on Twitter and click Lists > Member Of. Here are some of the lists that I am currently a “member” of.
And here is another page by my friend and amazing health blogger, Jessica Ainscough, the Wellness Warrior. As you can see she is a member of lists from many different areas of health. It gives a quick snapshot about how her readers perceive she can help them… and what content they are loving:
Try it out – get to know how people “categorise” you – it can provide insight into how you can help your “ideal client” a whole lot better!
#3 Ask Them!
Hands down this is one of the simplest strategies I have for finding out who my ideal reader/subscriber/client is. All I do, is send out a welcome email to every new subscriber to say hi and welcome them, and to ask them 3 simple questions:
- What business are they in?
- What is their biggest social media challenge?
- How do they hope I can help them?
It's simple, and yes it does take a little extra time to read and respond but it is sooooooo worth it! I get more information out of this one action than from anywhere else. Trust me, it's worth it.
And you know what? I also get some great testimonials and really nice feedback in many of these emails. They are like my own private “focus group” with the added benefit of the occasional warm fuzzy feeling. These conversations have also helped me to meet other bloggers, thought leaders and people who are valuable for me to connect with.
Try it – even if you get just a few responses, you might gather some really important information about you can help others, or make some amazing connections. And at the very least, you will work out what is working, not working and/or blowing it out of the park!
Over to you! What strategies do you use to find out about your ideal customers and clients? Will you use some of my suggestions?
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