Whatever your message is, you need an audience, without it, your message gets lost – who is going to read it? And the great thing is, today’s media allows you to create one, but you need to be doing something relevant before you can get one.
People may tell you that size does matter and in some things they are correct but doesn’t quality over quantity still stand for something? I believe it does. I know of an Advice business here in Melbourne who bought Facebook likes and then wondered why his Facebook business page wasn’t converting into business! He obviously thought that size mattered!
So what does matter with regards to your audience these days? I’d like to suggest three things:
If the content you create and share is relevant your audience will grow. Focus on who your ideal client is, give them relevant content and watch the size of your audience grow. Focus on size only and you’ve missed the point. If your audience isn’t growing chances are your posts, your content, your videos etc just aren’t seen as relevant. Create and watch what happens. It’s been documented several times by many people that if you don’t know what to do, check out your competition – don’t copy, that’s not nice (or legal!) but if you are really stuck you can see what other businesses and industries are doing to improve their relevance. Put aside one hour per week to research.
Social media of any nature is a two way street! What works well is to communicate with your audience on a regular basis because then you will be rewarded with an attentive and responsive audience. An audience that shares your relevant information, comments on your posts and spreads your message through their social networks. The adviser I mentioned before that bought the FB likes, this is what he didn’t have, he didn’t have any engagement with his audience because they didn’t actually know him (they weren’t his ideal client) and he wasn’t posting relevant content to them. The best way to get engagement with your audience is to plan your social media activity, something not many have been doing which is why they don’t think social media works! Enough has been written about the success of social media. The point here is to make sure when you post/upload etc, you actually get back to those who comment and share, don’t ignore them, that’s not nice! You wouldn’t ignore them if you were face to face with them.
If you don’t believe you are offering any value to your audience, chances are your not. Today’s client is:
1. Technically savvy
2. Wise to the ways of marketing
3. Is busy
4. Wants to be informed
5. Doesn’t want to be bored
6. Will share and recommend
7. Willing to look at alternatives
If you are delivering relevant content, both business focused and not, have an engaged audience that is happy to share, comment and call you with more business, your audience numbers will grow and you’ll definitely be offering value.
The worst thing you can do, is to start, stop, start and then stop again because your audience will go somewhere else pretty quickly without you even noticing. Value is in your client list, your current clients and your potential clients. Social media is a valuable tool to enable you to grow your client list, to communicate with them and deliver brilliant value. Don’t ignore the value in an audience or the power they have.
Never stop learning, it’s exciting!
I recently spent a week at Mount Hotham for what they call “Ladies ski week” a fabulous week of skiing just for the ladies! There were many observations I could share with you from that week but one of them that I believe is extremely relevant to your business is that every time we ever had a break from skiing, the first thing 80% of the women did was to pull out their iPhone (or similar) and jump onto Facebook! Why you may ask?
That list of 7 things above, today’s ideal client….technology allows us to achieve all of those. Every single one of those women was sharing, referring and recommending information! I wonder if they are part of your audience?
If you found this post relevant please, share it with others so they too can be inspired to take some action, thank you.