Once you have identified your target market the next key element is, of course, to get their attention. The implication of knowing your ideal client is that you then know what they read, watch, and listen to. Where they shop, dine out and what their preferences are. How are you doing in this space?
How well do you really know your customer?
Turns out there is plenty of data available. Like all data though, it is only as good as the action that you take as a result of having it. In-house consulting with clients often highlights how well data is captured and how little it is used. Have you ever looked at the stats on your posts and wondered why some get lots of views, likes and comments and others, despite the great content (and all the noise about how vital awesome content is) get hardly any attention?
Our Top 9 Lessons
Title matters - Just like the subject line in an email, the title you put on your blogs and LinkedIn posts will have a huge impact on open rates. We have found personal and intriguing/different titles work best. While articles on ‘hot’ topics like taking action get read, we found “A hard lesson well learnt” got almost double views.
Picture matters - having people that others recognise works. The first time we featured my photo was because Kiri liked the photo and it fitted. We got almost double number of hits. We experimented with pictures of people and consistently see posts with pictures of people receiving more views.
Time of posting matters - no surprise here. Posting at midnight is not as good as mid afternoon Friday. Weekends can be good as people have time to read and often scroll through postings on their phone.
Others commenting and forwarding is awesome. This sales blog was shared and commented on by a number of people both on LinkedIn and Facebook (with the link back to the linkedIn article) and was the first time we got more than 250 views and 25 likes. Top hint: If you work in a sales team get others in the company to comment and share!
Replying to comments and commenting back makes a difference. Not only does this keep the article popping up in the timeline but more importantly it is engaging. I have been putting a lot more attention towards this after taking too long to get back to a prospective client and missing an opportunity.
Social media only works when you work social media
Being consistent matters. This applies both in terms of writing great content and doing it regularly. It took 6 months to get consistent views. One of the best compliments I received was from a client asking if I wrote all my own articles and upon my affirmative reply he said, “I thought so as it is consistent style with good advice.” I like to use acroynms (like this one on PLAY) as it gives a structure and is easy to remember.
Be personal - when people link to you, reply with personal message. Reply promptly. Comment when people comment. Tag people in things that add value and/or are relevant. Always look to add value wherever you can. There is so much content out there that having articles recommended is often welcomed.
LinkedIn is for professionals - stay professional. It is also a social media site - be social. You can get just as many “likes” (attention) making relevant comments on other people's posts as you can posting your own content.
Be a “go-giver” as opposed to a ‘go-getter’ - when we are generous, we attract and get the attention of people who share our values and ethos and who are great to do business with. We had our highest views and engagement with this sales article on sales call cycles where we gave away an ebook before listing it on Amazon for sale.
If you need more ideas or suggestions on getting your ideal client's attention - get in touch - we would love to help!