You don’t have to be on all the Social Media channels. KNOCK OUT the ones that aren’t working for you!

As an Adjunct Professor, corporate trainer and strategist, I have to stay on top of the ever-changing landscape in Social Media.

It’s challenging. It’s overwhelming. It’s non-stop.

And, I do this ALL day – EVERY day (yes, even on evenings and weekends).

I love Social Media for many reasons. It’s non-linear, it’s about relationship-building, and there’s always something new to learn.

But guess what? I don’t use every single Social Media channel.

Do I dabble in many of the most popular sites, so I can authentically know how to use them properly? Yes.

Do I spend most of my time where my target audience is? You bet.

And because of that, I’ve given myself permission not to be everywhere all. the. time.

I don’t know much about Snapchat, but my students do. Is this where I’m going to convert most of my business? I doubt it. I probably won’t convert any business using Snapchat.

If you’re overwhelmed by Social Media. You don’t know what to do, or where to be here’s my advice: You need to focus where your target audience is, and ROCK that channel.

So, where do you start?  Fish where the fish are.

Where is your target audience “hanging out” and looking to receive information?

The answer to this depends on your demographics and psychographics. You may have to do some research. Poll your audience. Ask them: “How would you prefer to receive information from us?” You might be surprised to hear what they have to tell you.

Don’t go wide. Go DEEP.

Quality information always trumps quantity. You don’t want to make noise. You want to make sure when you speak, your audience listens.

Get laser focused on your niche. Know them inside and out. Know what their secret desires are. Know what scares them. Know what makes them laugh or cry. Speak to them in the language THEY speak. Mirror it back to them to develop deep rapport.

You may be saying to yourself……“But, I don’t want to EXCLUDE anyone. So don’t I want to cast a WIDE net to catch more fish?

Actually the reverse is true. If you’re talking to everyone, then you’re talking to no one in particular.

What does your target audience want to know about?
You want to be consistently giving useful, quality information that resonates. You want to be considered the “go-to” expert for information within your niche, so when your prospective client is ready to make contact, you’ve already generated trust and eased them through the sales funnel – without even trying.

(And, because 60% – I’ve even heard as high as 90% – of the sale is done before your prospect picks up the phone to call, you are missing out on opportunities if you’re not investing in your online presence)

Decide: What does success look like to you?

Do you have goals, benchmarks, key performance indicators? Have you included calls-to-action for what you want them to do next?

Whenever possible, OWN your relationship with your clients and prospective clients.

Get permission to capture email addresses by giving them fantastic content (webinar, whitepaper, checklist etc.). This way, if that Social Media channel should change their algorithm, you’re not depending on them to access your community (I’m looking at you Facebook).

What I’m saying is you want to be sharing the right information, to the right people using the right message on the right channel(s).

Spend your time, money and resources where you get the most return-on-investment.

Don’t feel like you need to be everywhere all the time.

It’s not practical. It’s not strategic.

Give yourself permission.

Leslie Hughes is a LinkedIn Optimization Specialist, Professor of Social Media, Corporate Trainer and Principal of PUNCH!media

Leslie was called a “Social Media Guru” by CBC Radio and has been working in digital marketing since 1997 and founded PUNCH!media in 2009. PUNCH!media clients include The Children’s Wish Foundation of Canada, Guardian Life Insurance Company of America and TVO.

PUNCH!media’s goal is to empower through education and help executives gain confidence in their online presence so you convert higher-paying clients.

www.punchmedia.ca
leslie {at} punchmedia.ca
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