I have lost track of the number of times I have heard someone tell me that social media is a complete waste of time absent their clients’ presence on any of the established platforms: Twitter, Facebook, LinkedIn and YouTube.
“Why should I bother with this social media thing when none of our clients are in the space.”
In a sense there is not much I can do to argue against this. They are either on Twitter or not. No amount of Tweeting is going to make an ounce of difference if your clients can’t hear you!
After all Twitter only has 140 million or so users and who would blame your clients if they saw it as a total irrelevance to their business.
I could be wrong, but I believe that Twitter, Facebook and other social media platforms yet to be unleashed on the market are and will continue to bring about a profound change in the way we do business. It won’t necessarily be a case of out with the old and in with the new, but as more people decide to make an informed choice on line, it will be those firm’s that look for the edges, being remarkable and truly putting new media at the core of their business who will significantly benefit.
If you or your people have gone on to Twitter (or the other platforms) then, right now, what are you doing to make it super-easy for your clients to connect with you or your firm? And I don’t just mean those bland social plug-ins which say nothing about your persona, offering or how the end-user client can get maximum benefit in engaging with you or more likely your firm’s brand.
You may feel that mentioning your firm a few times on Twitter will eventually mean that clients check you out. I wouldn’t put money on it. Even if they were minded to go on to Twitter, why do they want to receive a stream of news that they get already from your newsletter? If you are going to go down the social media route it doesn’t have to be different but perhaps engender some excitement, and be memorable, funny, humourous and gives you a talking point amongst your followers.
The thing is with social media it doesn’t work very well with the old school blunderbuss approach. You can’t keep bugging people with your “Look at us” series of emails or Tweets – sooner or later you will discover that you have sent 5,000 + tweets and you have nothing to show for it.
If you are going to invite your clients to engage with your across the social media space and that includes blogs then why don’t you:
- Make sure the website is maximised for SEO purposes.
- Make sure that every touch point has at least a social media symbol or preferably some WOW, memorable and remarkable content. If you decide to include a plug in, then make sure you tell people across the entirety of the firm. You could decide on a small logo for your business cards, printed material and e-Newsletter but you have to accept the likelihood of someone finding you via an organic search.
- Stop talking about you, and starting talking about them. Find out where they hang out and start posting interesting and memorable content in their space. Some sectors will get this quick enough.
- Don’t forget to make sure that your profile describes aptly what you do and has a link back to the site. It would be as good as well to make sure that everyone knows in the firm so as to not lose a client for not being properly informed.
- Go to http://search.twitter.com and see who is talking about your location (if you are a high street firm dependant on work from your locality).
These are just a few tips to get you started but the point is if you look hard enough and open your mind to the demographics and psychographics of your clients then you will appreciate how much more you can be doing to bring them online.
~ JS ~