When it comes to your marketing, don’t spread yourself too thin
Everyone has a type of client that they work best with. Sometimes we’re afraid to talk to them because we’re worried about scaring other people off.
But the world is a noisy place. To get noticed you need to focus.
If you were in a crowded car park and someone was yelling “hey” you might look round then move on. If they shouted “you in the green jacket” you might pay a bit more attention. But if they shout “Baz!” you’re going to think they’re talking to you (assuming you’re called Baz).
So don’t try to target “small business owners”. The US Small Business Association has companies up to $25m/year. In the U.K. a company with 249 employees is a small business.
That manufacturing firm with a factory and 150 employees is a very different place to the woman who works from her kitchen table who is very different to that family business with 45 subcontractors around the country.
All “small businesses”, very different problems.
If you want your potential clients to notice you, you need to be more specific. Understand who they are and what problem they actually have. Talk about that and they will feel like you’re yelling their name across that crowded car park.
So who is your ideal client?
How do you choose what you’re going to post on your social media channels?
We all know that consistent regular posting is the key to getting quality leads coming through – because social media is so fleeting, you need to make sure you make your voice heard regularly, because otherwise no-one will see you.
So for me, I try to do one post per day on LinkedIn.
I tend to come up with a basic theme for the week ahead, choose five titles and then write them, either on the day or maybe the day before if I get time.
This week, the theme was “be yourself” and the titles were:
- I hate deadlines
- Creativity matters
- Music matters
- Simple routines as a platform
- Working with your habits
But, you know what?
I just gave up.
I just couldn’t be bothered.
Maybe it’s the subject matter, maybe I’ve got other stuff on my mind, maybe it’s the weather.
Anyway, I had a plan, I thought it was good, the time came and I threw it out of the window.
How about you? Ever come up with a way forwards and then think “oh fuck it”?