Today we are talking about how to build a social media audience from zero. Scratch, nothing, nadda.
So you’ve moved into a brand-new industry and you’re trying to build a social presence. Stage 1 is you need to define your ideal customer and work backwards from there. It literally can be down to “it’s 45 -year-olds, female, cat lovers, living in the city of Los Angeles”. Then, where does that demographic hang out? Are they on Instagram? Are they on Facebook? Pinterest, LinkedIn, Snapchat? And then you can start to build out your strategy from there.
You know if you’re selling pet food you need to find people who have pets. Is there a social network that’s better for people who like cats? So after you define your strategy the next thing we want you to do is develop a messaging strategy for all the platforms that you’re going to be on.
If you’re going to be on Facebook you have to figure out how you’re going to actually target that demographic on Facebook. Same goes for Twitter or Pinterest or whatever platform you choose to use. They’re all a little bit different, but one thing that’s true across the board is that video and imagery work quite well on all of them. But there are specific platforms that do a bit better with different kinds of strategies. Yeah, if you’re selling jewelery, photos on Pinterest are going to be perfectfor you to show your work off.
Video anywhere is where we’re trending right now in 2017 and is continuing into 2018. You won’t lose if you can shoot video, you can shoot it on your phone, it doesn’t matter. Video and photos, material that you construct yourself. Basically anything that’s personalized. As soon as you get into the stock photos or automating stuff that’s when things fall apart. Pick the right channel, and then after that, the next move is becoming an influencer within your field. There are a lot of different ways that you can do that to become authoritative within the market that you choose.
One great route to do it is to identify other influencers and build relationships with them on those platforms. If you can get these people sharing your material, that’s going to tell their audience that you’re an important person within the field, it’s a great route to get people following you. As someone comes in through the door.
Becoming authoritative on whatever website you choose is crucial. It should be behind everything you do. And one of the great things about most industries is that it’s easy to get ahold of these influencers. Even if you’re in a small niche let’s say, these influencers can be people who have 3, 4, 5000 Facebook devotees, or Twitter followers.
And plenty of the time it’s just writing an email saying something like ‘ I adore what you’re doing ‘, citing something that they’ve done in the past, so a little homework is needed, and reply,’ Could you take a look at my stuff and give me feedback’?
Most people are pretty nice and will help you out. I think that is probably the turning point. Once you figure out how to use the platforms and define your target, then that’s where I would put a lot of my endeavour – building personal relationships with people who can bring you to the next level and help bring your business and brand to that next level.
It’s a lot of hard work, but the good news is there are shortcuts with tech and systems. We’re going to mention some tools you can employ. If you’re watching this on Facebook or YouTube you can go to cavesocial.com/ evidence, and we’ll have all the tools in the evidence mentions on the page. Three tools in particular that we adore:
- Buffer. It’s a social media scheduler that shapes your life a lot easier, so go ahead and use that to make sure all of your posts are coming out.
- We also adore CrowdFire, which is an app you can use to target people to follow on Instagram and Twitter. That’s a great way to build your following on those platforms.
- A newer one we’re actually discovering to be quite useful is Social Quant. It’s $50 but you do get a free 14 period trial with them to see if it works for you. Basically what it does is it helps identify people within your industry on Twitter, and then it goes and follows those people and unfollows them if they don’t follow you back.
It’s a great way to get your first 1,000 followers. And this will get you the base you need. We run into so many people that are running the marketing for a small business, but we look at their profiles and they have 17 people following them and they’ve been tweeting for three months.
Getting followers is important, and expanding that base audience for you to promote your message to, especially people within your industry. We like Social Quant as it stands, and all of those tools, so we highly recommend them.
And the last vital element is to commit and be consistent.
In social media this means being social. I’ve said it a million times I’ll say it thousands and thousands of more. You have to commit to this thing and devote time over the long term. Anyone who thinks they can go on Facebook and write posts for three weeks, and construct a million dollars has lost their mind.
It takes serious day, serious effort, but the beautiful thing is anybody can do it.
Go watch the video for more tips.
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