If you want more eyes on your business and more sales in your bank account, social media marketing is the way to go. In this guide, let’s talk about how to market your business on social media.
Here’s the thing: I want to let you in on a big secret. There are three main objectives to keep in mind when marketing your business on social media. If you don’t have these, then your strategy is broken. I’m also going to share three proven tactics for landing clients, growing your business, and getting clients that you love to work with and who love to pay you.
The Objectives of Social Media Marketing
What are the objectives of social media marketing? I’m so glad you asked; there are three of them. Are you ready for it? Lead generation, lead nurture, and lead conversion. If you don’t have these, then your business is broken, and you’re just creating content for the sake of content. You’re going to keep running on this hamster wheel, and you and your business deserve way more than that.
Every single piece of content you create to market your business on social media should be reaching and accomplishing one or all of these three: lead generation, lead nurture, and lead conversion. Every single piece of content should be reverse-engineering what you have to sell and how that piece of content is either generating, nurturing, or converting. Sometimes they can even be leading to all three.
Crafting Content with Purpose
For example, I might have a post where I’m telling a story about a strategy I use that changed my life, changed my business, and helped me make more money. I could say, “Click the link below to get access to this thing. I’m going to give it to you for free today.” That post, because it has a strong call to action, is going to generate a lead. They can click through that call to action and join my email list, where they will be nurtured.
Even if I back up to that post itself, where I’m telling a really engaging story that I created with strategy in mind, I want to give them this epiphany. They walk away thinking, “That’s the way I can now also get this result.” It’s nurturing them before I’ve even generated that lead, and then the conversion comes on the back end after they’ve opted into my email list. Maybe I have a nurturing email sequence that then brings them towards purchasing a consulting call with me or one of my courses. That’s the conversion.
Proven Tactics for Landing Clients
Let’s talk about three tactics that will help you land your dream clients on social media:
1. Strong Call to Action: Remember when I talked about lead generation? It’s crucial to end every video or post with a strong call to action. Tell them exactly what to do next, like “Click the link below for more details.” This clear direction helps guide your audience through the journey you have planned for them, making it easier for them to take the next step with your business.
2. Know, Like, Trust: Your audience needs to know you, like you, and trust you before they take any action. Think of it like dating; you don’t propose on the first date! You nurture this trust through valuable content. Share your expertise, be authentic, and engage with your audience. Respond to comments, ask questions, and be present. Building a relationship takes time, but it’s essential for converting followers into loyal clients.
3. **The 80/20 Rule**: This can be 80% value and 20% call to action, either within a single piece of content or across your entire content strategy. Lead with value and then make your ask. This approach builds trust without being pushy. Your audience will appreciate the value you provide and will be more inclined to respond positively when you do present a call to action.
Creating a Strong Brand Presence
First of all, is your branding strong enough so people can recognize you? If I said to you right now, “Just do it,” what does that make you think of? Nike, right? If I showed you golden arches, what would that make you think of? McDonald’s, right? They have images or slogans that are recognizable worldwide. Think about how you can create your branding to be memorable for your audience. What do you want your business to be about, and how can you make sure that everything you put out on social media is aligned with that branding?
The other piece of creating your branding is going to be the stories you tell. Your stories should reflect your brand’s core values and mission, creating a cohesive narrative that resonates with your audience.
Building a Story Inventory
I recommend that every client create a story inventory. Write that down: story inventory. What is your story? You have multiple stories—your origin story, the pivotal moments that taught you lessons or shaped you into who you are today. I recommend having a Google Doc or a huge notebook where you just brain dump all of your stories. This might be childhood lessons, experiences with family, or discovering your expertise.
Anytime you create a piece of content, you can go to your story inventory and share one of those stories in your content that people will resonate with. These stories humanize your brand, making it relatable and approachable. People connect with stories, and by sharing yours, you’re inviting your audience to connect with you on a deeper level.
Why Stories Matter
The reason I urge you to tell stories in your content is because stories stand the test of time. Stories have been brought through from generation to generation. They carry our culture and generations of wisdom. As you tell these stories, people resonate with them. They’re captivated; they move in closer; they want to hear them. Think about your favorite movies. You’re following a storyline and connecting with the protagonist.
You’re on the edge of your seat watching them go through trials and tribulations. By the end of the movie, you feel that adrenaline rush or emotional connection because you’ve watched their journey from start to finish. You resonate with them, and when you can share that through your content, it creates an undeniable connection with your audience. This connection fosters loyalty and trust, transforming your audience from passive viewers to active participants in your brand’s journey.
So, remember to lead with lead generation, lead nurture, and lead conversion. When you have that in mind with every piece of content you create, you’ll boost brand loyalty and sales. If you want to learn more about creating content that converts into cash flow and builds a raving audience,