How To Know If You Are Talking to the Right People?
Everyone wants to know “the secret” of social media marketing and finding the right people to talk to.
You might be surprised to know that there is a secret — a factor that you need to understand to make social media marketing work for you, so you are talking to the right people.
The secret is WHO you need to ignore….so you can find the right people that you need to talk to.
In fact first, there’s something you need to understand about content marketing, especially when you use social media to get the word out…..
- Content marketing has two customers:
- The first customer is the one you already know and love…..the person who buys your stuff.
- The second customer is the person who shares your content……the person who gets lots of other people to read your content.…And that makes him more valuable than any one individual buyer can ever be.
If you have a blog or participate in any kind of community online, you’ve probably noticed that not every reader falls into one of those two categories:
- You’ve got the perennial devil’s advocate, who makes a point of painstakingly pointing out every way your content might not be correct in every single circumstance for all people everywhere.
- The professional crank who just hates everything.
- The outright troll who likes to stir up trouble and make everyone crazy.
- And then you’ve got a bunch of nice people who just aren’t that into what you have to offer.
- They have a lot of advice for you about what you should do differently.
So, how do you HANDLE these kinds of readers?
Simply to just Ignore them.
You don’t have to engage every human being who crosses your path. You don’t have to respond to every critic who complains about you on their site, or on Twitter, or Facebook. And as soon as your content starts to find some readers, you won’t be able to.
Save your energy for your two customers: those who buy, and those who spread the word.
If you’re creating content that’s intended to persuade, you need to focus on the person you’ve chosen to be your customer. That means the person who wants what you have to offer, who benefits from your solution, who enjoys your approach, and who has the means (money, time, etc.) to take advantage of your offer.
You can’t really make a connection with those two customers, (who are the right people) if you don’t know who they are, right?
- So sometime today, take about 10 minutes to brainstorm everything you know about your perfect customer — the one who buys your stuff.
- Do some freewriting to uncover who she is, what she values, why she loves you, what problems you solve for her.
- Then do another 10 minutes of freewriting to brainstorm your perfect “second customer,” the one who shares your content.
- What kind of platform does he have?
- What’s his topic?
- What’s his approach to that topic?
- What’s his relationship with your perfect customer?
You also need to think about where these two customers hang out:
How does your current content look? Does all of your content marketing speak to one of your two customers?
Keep in mind that when you start out, you focus a bit more on your second customer, so you can get the links and recommendations that build a wider audience. As your content starts to find more readers, you’ll shift, providing more for those all-important first customers — the ones who buy.
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