I got invited to talk about social media to a group of psychotherapists. Guess what the majority of therapists think about Facebook, Twitter, LinkedIn and Social Media in general- that's right: Time Suck!
And I will be honest- for many business owners I see using social media- it is a time suck and a distraction from running their business. While for others, it makes them hundreds of thousands of dollars. Are some business owners just lucky?
No. While they may have stumbled on to how to do socially media effectively- it isn't luck. So what is it?
I have the secret that turns social media from a time suck to business building. And it isn't rocket science. Any business owner can do it! How cool is that?
#1. Know Your Client
#2. Be Intentional
Let's tackle "know your client" first. I know on the surface this sounds simple. However, I talk to business owners everyday that are stumped. Why is all this time I'm putting in not doing anything?
Again and again, I find passionate, inspired business owners being bland online. They want to be as inviting and inclusive to everyone- so they speak to no one.
Do you really know why your clients choose you when you get them on the phone or in person? Do you understand what makes them call YOU in the first place? If you don't, it is hard to be authentic and "you" when using social media. And bringing that authentic, professional out to the community is what people need to see.
Second thing that gets missed? Be intentional. It is really important for you to understand your potential client's experience and make the process as easy as possible for them. In other words, you need to understand deeply the "conversion" process. What takes someone from "looking" to "buying" or from "maybe" to "scheduling?"
I have done trainings for years. I have a great reputation as a speaker. People remember me. Sometimes years later those people purchase my services. Years. Later.
At the close of a session with 38 people registered this last Saturday- I had about 33 people sign-up for my newsletter- over 25 signed up an upcoming free training. Twenty asked for information about a free consultation.
As people came forward to hand me their "sign-up" sheets an attendee came up and said "so this is what you mean by conversion?" Yes. Yes it is.
While my training style has probably improved over the years- the most striking difference is that Kelly and I have been more intentional about understanding the conversion process and making it easier for us to get to know potential clients.
Getting potential clients calling us and wanting to work with us is really fun. And, it means we get to pick the best and brightest clients to work with. We don't feel like we are desperate or chasing- and that means we only work with people we absolutely adore!
Do you know what that translates to? Clients who are passionate, ready for change, and who get intentional with getting their vision out there fast.
We just started one of our 8 week marketing bootcamps- and 4 days in we have clients signing up full fee clients and one selling an amazing program at the pricetag of $3,000-something this person hadn't even dreamed of being possible. How cool is that? We are so proud of the way our clients dig in and are ready to rock- and that isn't an accident! More than half of the people in our current program found us through our social media strategy! What would it mean for you if you could have twice as many clients? Or, if all of your clients were awesome and passionate?
It is in these moments that the vision of my life becomes more and more clear. Who are you passionate about helping? And no, "anybody who will give me money" isn't a good answer. Or at least, it isn't an answer that is going to make social media worth your investment of time, energy, or money. ONLY use social media if you are truly passionate, have a clear audience, and you are ready to be intentional.
Social media is as powerful and effective as the person who is using it. Tap into your power! Share below who you are truly passionate about helping. Share the most important thing you can teach these individuals.