When we think about social media as business owners and marketers, we tend to think about this. How can I broadcast as loudly as possible to as many people as possible? It's why we're all so concerned about our dang Facebook organic reach, right? Because when Facebook starts quieting down our organic reach, they cut off our microphones. But Facebook isn't just a great place for reaching people. It's a really great place for listening to people too. Now of course, not just Facebook. You do this on Twitter. You can do this on Instagram. You can do this on Medium. You can do this anywhere your customers are talking about themselves, which is a lot of different places in today's world, right? We love tools that let us talk about ourselves. And so you want to start thinking about where are all the places that I can go where those three people are talking about themselves. And instead of broadcasting you start listening. You start listening to the conversation that's happening. You guys, a l...
ot of you have heard this quote from me before but it's an oldie but goodie that I always come back to. Markets are conversations. So the better we understand each conversation, the better we understand the way people talk about their problems, the way other people answer them, the questions that get asked, the replies that get made, the better we understand how to reach people as well. So that's, that's what we're doing every time, or that's what I'm doing every time I'm getting on social media. I'm asking myself what's the conversation that's happening here? What are the questions that are being asked? What are the pain points that are being talked about? What are the itches that are trying to get scratched? What's really going on here? What are people really saying? So an example of that, for my business over the last year, is... I'm part of a unnamed business owner group, it's not my business owner group. I call it my fancy ladies Facebook group. (laughs) There's some men in it, but not many. Anyhow, one person in this group was talking about, and this is a great question. She was asking you know, do all the things, like membership programs, challenges, webinars, courses. Do they actually work for transformational businesses? The kind of business where people say, "Hey, I'm great at what I do "but I can really only work one on one with people "because what I deliver is just that deep." And hey, I buy that. That's a great question to ask. That's really, really smart. But my answer to that is, yeah. Yes. You can help create transformational experiences. You can help people, more than one person at a time, almost no matter what you do. If you want to. You don't have to. But if you want to, you can do it. And so this line of conversation actually developed into a huge thread of lots of different questions and lots of different opinions and lots of fears and objections and past failures. And it was a goldmine of social listening. So, at the time, my friend Brianne Dick and I were offering a program that answered this exact question. So I took that thread and I turned it into an Evernote document where I just pulled out information from this thread. Bullet points, things on fears and pain points. The goals that they had. All of the special snowflake quality. Don't worry, I'll define that for you later. All the special snowflake qualities that these few people were expressing because these few people were our absolute ideal customers. These are the people we wanted to have buying this program. And so, I turned all of that into information that I could use so that then I could turn it into a lead generation strategy that would actually resonate with the people we wanted to buy. This is one of the most successful campaigns we've ever run. We double booked it. We were going for 15, we got 30. So, you know, that was... It was really effective. Just that one conversation, that one moment of social listening turned into one of our best campaigns ever. You can do the exact same thing. Here's what you need to be listening for. What pain points or fears are people expressing? What goals are they most interested in? People talk about their goals online all the time. Are you listening for them? Are you recognizing them when they come through your feed? Are you making notes of them? Don't just take it all in. Put it into an Evernote. Put it into a Google Doc. Wherever you make notes on your customers or for your business, make sure you have a note of all the things people are saying on social media that pertain to what it is that you sell. What obstacles do they perceive as in their way. That's the other thing people love to talk about is I could do this, this, that and the other thing if only I didn't have to do this thing. Or I could overcome this problem or this challenge wasn't in my way. Are you making a list of those things? So these are three questions. They're all in your workbook that you can use to really amp up your social listening and take it from just sort of a wash of digital information to real data that you can apply to your marketing campaigns.
Marketing your small business can feel like throwing spaghetti at the proverbial wall.
You try all the things you’re “supposed" to do (blogging, making videos, posting to social media…) and you try to keep up with the “hot new trends” that promise to change the way customers find you.
You spend tons of time and energy—and probably some money too. And after all that…
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