How to Engage and Attract Your Ideal Clients through Social Media Marketing
Social media marketing is a great way for you to engage and attract their ideal clients, as a business owner. Chances are that your ideal clients are already interacting with other businesses through social media. So, you will be doing yourself and your business a disservice if you do not strategically engage your ideal clients on social media. Social media platforms such as Facebook, LinkedIn, Twitter, Instagram, YouTube, and Pinterest, provide a great opportunity for you to target and reach your ideal clients. With a great social media marketing strategy, your business can achieve remarkable success in lead generation and sales.
The importance of social media marketing in your business cannot be undermined. Take a look at some of these statistics.
- According to Smart Insights, 63% of customers expect companies to offer customer service via their social media channels. Also, 90% of social media users have already used social media as a way to communicate with a brand or business.
- A report from Ambassador has it that 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others.
Social media marketing is very rewarding for businesses. However, running an effective social media marketing campaign can be a daunting task – especially if your business is targeted to a specific set of customers. This is because everyone on social media can’t be your ideal client. So, you have to know who your ideal client is, where they hang out, and how you can reach them. It is possible to waste tons of money on social media marketing with little or no results if you don’t have all the needed data.
The whole essence of marketing is to get leads that will be converted to paying customers. But to get these leads, you need to know how to engage them. Here are some effective ways to engage and attract your ideal clients through social media marketing.
1. Define Your Campaign Goals
Before getting started with your social media campaign, you need to define your goals and objectives for the campaign. You should make sure the goals align with your marketing and overall business goals. It’s not just about getting so many likes (that should be a secondary goal), it’s about getting ideal clients through the door.
Depending on the kind of business you do, most social media campaign goals revolve around the following:
- Driving more website traffic.
- Generating fresh and warm leads.
- Converting leads into paying customers.
- Selling of particular products or services.
- Communication with prospects and clients.
- Establishing credibility and building authority in a particular niche market.
Whatever you hope to achieve with your social media strategy should be clearly spelt out and outlined. This helps in tracking results and effectiveness.
We can’t talk about setting goals without making reference to the SMART strategy. This means that any goal or set of goals you set for your social media marketing must be specific, measurable, achievable, relevant, and timely. That’s what SMART is about.
For instance, “increase in business revenue” is not a SMART goal to set for your social media marketing. It’s important you know exactly the amount of revenue increase you want to see. This could be a fixed amount or a percentage of current revenue. You should also have a success measurement parameter in place and make sure it’s a goal you can achieve.
The goal you set for your campaign determines the strategy to employ. It also determines the type of content you use. For instance, if you want to just drive traffic to your website, your approach differs from the person that just wants to spark up conversation among his audience. A clear objective is a given if you’re going to succeed with your social media marketing campaign.
2. Identify Your Ideal Client
Just as it is important to set your campaign goals, you also need to identify and profile your ideal clients. These are preliminary actions you need to take before launching your social media marketing campaign. Identifying your ideals clients means you know who you serve and the things that interest them.
The reason many social media strategies fail is that proper research is not done to identify who is interested in what a business is selling. They waste time and money projecting their products or services to people who don’t need them. They focus on the benefits of their products and services and neglect the specific needs of their ideal clients.
Take the time to know who your ideal client is and what they care about. Create a profile that looks at both their demographic and psychographic data. The demographic data gives you a picture of your ideal client in terms of age, location, financial status, etc. With that, you get to know who your ideal client is.
On the other hand, the psychographic data gives you the details of their interests, challenges, and emotional triggers. With this, you know how to effectively engage them.
Once you know your ideal client and the challenge they go through, you can engage them more effectively through your social media marketing campaign. It also helps you know what kind of marketing content that appeal to your ideal clients. In the end, you begin your social media marketing campaign on the right footing.
3. Choose the Right Social Media Channel
After developing your ideal client profile, the next thing is to figure out where they hang out. Today, there are many social media channels that business owners use to reach their ideal clients. There’s Facebook, LinkedIn, Instagram, Twitter, Pinterest, Reddit, YouTube, Qzone, Weibo, and so on. The list is a long one. However, while some have the potential to help you achieve your social media marketing goals, others are a waste of time and money. The deciding factor here is where your ideal clients are.
That a particular social media platform is getting results for certain businesses is not a given that it will get results for yours. For instance, a photographer can have great success marketing on Instagram than he would on LinkedIn. On the flip side, a recruitment company is more assured of successful marketing on LinkedIn than on Reddit.
Here are two things to consider before choosing the social media platform(s) that serves your marketing objectives:
- Audience – The right social media channel should be able to get you in front of your ideal clients. Additionally, there should be a pool of them there. If your ideal clients are not much on a particular social media platform, it will affect your conversion rate.
- Features – There are social media platforms that don’t allow you to market your business the way you want. You need to choose one that helps you reach your ideal clients the way you desire to reach them.
Remember, it’s not a rule that you must stick to one. If you have a couple channels that gets you great results, use them. For our business, we use Facebook (for the most part) and LinkedIn.
4. Work Out a Campaign Strategy for Each Channel
Every social media channel has particular best practices that you need to consider before using them as your campaign platform. There are rules and processes involved in using these social media channels as a marketing platform. You need to identify these processes and device a strategy that helps you get the best out of your marketing efforts.
Some social media channels have special features that allow you to publish a variety of contents that effectively engage your ideal clients. For instance, live video streaming is a unique feature on Facebook, Instagram, and YouTube. This is a powerful way of engaging with your ideal clients in the moment.
Of all the marketing strategies at your disposal, paid advertising delivers the best marketing results. It’s the fastest way to compete with your biggest competitors and see results immediately. While organic content helps you build stronger bonds with your customers, paid ads bring you directly in front of them. Paid advertising on platforms like Facebook and LinkedIn helps you expand your reach to connect with prospects who are a fit for your business.
5. Develop Engaging Visual and Written Content for Your Campaign
This is where you need a team of content developers. However, if you’re a small business and you prefer outsourcing to an agency or freelancer, make sure they understand the specific goals you want to achieve with the content. This is because the content you give out says a lot about your business. It is what creates an impression in the heart of your ideal clients.
If you are going to make content for social media marketing, you should focus more on visual content (graphics and video). According to HubSpot, visual content is over 40 times more likely to get shared on social media than other types of content. Also, Social Media Examiner says that 80% of marketers use visual content in their social media marketing.
Whether it is a written or visual content, to get the best results, you must have the following at the back of your mind:
- The content should align with what your business represents. It then means you should specify guidelines that should be followed in content development. Every member of your team must center their content on the identity of your business.
- Always use a CTA. As you know, your social media marketing campaign isn’t just about getting likes and views. The end game is for your ideal clients to take action that moves them closer to becoming paying customers. This is why you need to always use a Call-To-Action that is strong enough to get your ideal clients through the door.
- Spice things up by sharing helpful posts. Sharing relevant content from other sources with your ideal clients shows that you care more about them. It makes them see you as one that put their interest above your desire to convert them. It takes someone who cares to share relevant content to their audience from other people. This doesn’t mean you promote your competition. It’s about feeding your ideal clients with relevant stuff that helps them.
For your written content, make it very engaging. This is the only reason it will be read. Avoid fluff and grammatical errors. Also, break your content down with headings and sub-headings for easy readability. Alternatively, you can use short paragraphs to make the flow seamless.
For Visual content, use professional graphics or videos. Let it be so self-explanatory for your audience. On their own, your images and videos should speak and provide value to your ideal clients.
6. Schedule Your Posts Strategically
One of the things that hamper results for social media marketing is wrong scheduling of posts. There are ideal times that your posts will get more engagement, depending on the platform you use.
Based on research results, here are the best times to schedule your post on some social media channels:
- Facebook – The best times to post on this channel are Wednesday at 12 and 2 p.m. and Thursday at 1 and 2 p.m. However, you can post on any weekday from 10 a.m. to 3 p.m. Evenings, early mornings, and weekends have the least amount of engagement.
- LinkedIn – The best time to post on LinkedIn is on Wednesday from 3 to 5 p.m. Though engagement varies each day, Tuesday through Thursday tend to be the best days with the highest amount of engagement.
- Twitter – The best day and time to post on Twitter is Friday from 9 to 10 a.m. However, any day from 10 a.m. to noon also gets engagement. Sunday mornings provide the least amount of engagement.
- Instagram – The best days and times to post on Instagram are: Wednesday at 3 p.m.; Thursday at 5 a.m., 11 a.m., and 3 to 4 p.m.; and Friday at 5 a.m. You can also post Tuesday through Friday from 9 a.m. to 6 p.m. Sunday has the lowest engagement.
It’s important to mention that these are ideal situations. However, test things to find out what works for your business. Every business and their target clients are different.
7. Monitor and Follow Up Campaigns
You don’t want to set up your campaign and go to sleep. You have to monitor the performance of your campaigns closely. Scale the best performers and shut down the rest. You can’t afford to waste money on a campaign that isn’t getting results.
To monitor your campaigns effectively, you need a social media management software. This software helps you manage multiple social media campaigns in one place. You can schedule posts in advance, run contests, track analytics across platforms, and so on. You can use a software like Adespresso to easily do this.
Start Engaging Your Ideal Clients NOW!
The success of your business depends on your ability to reach and attract ideal clients. One of the effective ways of doing this is through social media marketing. The social media marketplace is growing and you should take advantage of it to grow your business.
Remember, to run an effective social media marketing campaign, you need to do the following:
- Set your goals and objectives. This will help you track your progress
- Identify your clients. It saves you time and resources.
- Choose the right social media channel.
- Never get in without a strategy.
- Content is important. Use it in both written and visual format.
- Strategically schedule your post for effective engagement.
- Monitor and track the results of your campaigns. Scale the top performers and shut down the rest.
If you need help implementing these strategies in your business, then click here or use the button below to schedule a breakthrough session. We have a business strategist waiting to talk to you and see how you can implement these strategies in your business.