Connecting with an audience that is avoiding social media.
If there is anything we’ve learned in the past few months, it’s that the online world seems a little less friendly.
Our social platforms are a firestorm of politics and fake news.
Are you stressed about connecting with an audience that is either:
- Busy debating politics, or 2. Avoiding social media?
I know a handful of people who have removed the FB app from their phones. *gasp*
So now what?
As entrepreneurs, what are we supposed to do? We’ve come to rely on social media to connect with our clients and fans.
Hope is not lost.
First, it’s important to remember a few things.
- You must think about who your audience is. Are they even bothered by the current state of affairs? Are they still happily scrolling their Facebook or Twitter feed.
- Have you considered the social media platform you are on? Is your audience even on Facebook? If you are in the B2B space, you may be better suited to focusing your marketing energy on LinkedIn.
- The volatile discussions taking place on social media are a clue into what people are thinking and feeling. Rule #1 of talking to your ideal client is to know what keeps them up at night. What are they worrying about and can you solve that problem? It may feel painful to read the discussions, but, it could be very beneficial to your business IF you can help or offer your expertise. Note: I’m not saying to private message them and say “Hey, I saw you arguing with so and so; I’m a coach and can help you”. I’m suggesting that you use the information as a way to tap into your audience’s minds. Then, blog, do a FB live, send an email blast sharing your valuable wisdom.
Here are some great ways to connect with your audience even if they are avoiding social media.
- Can you do a few live in-person lectures?
Before social media came along, this was one of the tried and true ways of reaching your audience. It still is. People more than ever would love to connect.
- Reach out to a local co-working space.
- Find out if they are looking for speakers.
- Or rent one of their conference rooms. Ask if they would promote your event to their list if you split the ticket sales.
- Call you local library. See how to get on their monthly events list.
- Research local business groups that are a match to your products or services.
- Do you have an email list that you aren’t leveraging?
If you have a list of subscribers that you haven’t emailed in a while, see if you can re-energize the relationship.
Warm up the list before selling or promoting to your subscribers. Otherwise, you will see rapid “unsubscribes” if you start selling before saying hello.
Start by being honest with them. “It’s been awhile since you’ve heard from me. I’m sorry about that. I’ve been busy working on, (fill in the blank). I’d love to hear how you are doing. Yes, I read my emails, so if you respond I’ll get it”
Here are some other suggestions from Infusionsoft (an email marketing program) on warming up a cold list:
- Make it personal
- Remind them of how they opted in and why they should stay
- Provide value
- Follow general email best practices
- Include a CTA (call-to-action)
Once you start to warm up the list again, make sure to stay consistent in engaging with them. You may get some unsubscribes anyway, don’t worry. Think of it as a way of cleaning house. You only want subscribers that are aligned with what you do.
- Blog
Blogging is a great way to showcase your expertise and engage with new customers or clients. When you blog you can offer a ton of value. Not sure where to start? Blogging When You Hate Writing (or You LOVE to Write But Don’t Have Time)
TIP: Always have a CTA (call to action) in your blogs. Have the reader sign up for a resource guide that will go deeper than your blog content. Ask them to join your Facebook group. Set-up a free consult call. You get the idea.
Where to blog:
You can post a blog on your own website, but you’ll have to put some marketing efforts into promoting it.
You can also submit or post a blog to online sites:
Also, look at sites that your audience may be interested in. See if those sites are looking for guest bloggers.
- Dust off the rolodex (a rolo-what?)
Yes, remember those things that had everyone’s contact info, written down on paper cards? Send your contacts a note.
Everyone loves getting a genuine and thoughtful card in the mail. It’s actually very rare these days to get something other than an email.
Let’s say you are a business coach and you’d like to add a few more clients. Reach out to some past clients and see how they are doing. Send them a card to let them know you are thinking about them. Offer them a free check-in call. No obligation, a quick hello. Tell them you’d love to hear what they are up to. Tell them how to connect with you—email or cell.
You may not want to do this for a lot of people but if you are willing to invest a little time and money this could make a big impact.
Try a service to do this: Send Out Cards – or Ink Cards (Ink Cards is an app, you can do it from your phone). Either one of these will handle the entire process for you.
- Don’t give up on social media completely.
Your customers and clients are still out there. They still need your help. They are a little overwhelmed right now. Put your thinking cap on and think about creative ways you can help them (free of charge). What can you offer to them that shows them that you care about them and you’re ready to step up?
Be a human talking to other humans. Be genuine, be yourself and put out the best work possible.
Your true fans will really appreciate you re-connecting!
If you are feeling stalled and don’t know how best to get re-connected, let’s set up a clarity call and we’ll figure it out together.
Nancy