Right now you are likely in this position:
- You have products or content for sale,
- You’ve set up an online storefront and/or website (point of sale),
- You’re working your social media profiles, and
- It’s feeling all for naught because nobody’s paying any attention.
Worse, and with all of this added information, you’re probably feeling the same as many other entrepreneurs: Who has time to create offers and market them as well?! I feel you. It’s a lot of work to get any small business off the ground, and an online business is no different
First of all, you don’t need everyone to find your business, you only need one ideal customer. Then another. Then, you’ll aim for a roomful of her, and so on and so forth.
As you’re building your business, hone your efforts on finding one perfect customer at a time. At the end of the day, she’s the only thing that matters to your bottom line. Therefore, don’t post, share, and pin your product onto every wall and feed you can access. Do start having conversations with the right people in the right places.
Here are three simple ways to successfully reach and connect with ideal customers.
- Create an Offer
- Social Media Referrals
- Join a Support Group
Create an Offer
I’ve said it before, and it bears repeating. These days, nobody just gets traffic. You have to earn it. That means giving your visitors a reason to click or a visual experience that they can’t resist. And let’s be clear here: you really have to work to create this experience for every visitor you want to greet.
I can’t stress the importance of the offer enough. Listing your business online will not grant you traffic, sales, or subscribers. You have to do the marketing legwork and reach out to the visitors you seek.
Online business is a rapidly evolving industry. There is always a new platform on the horizon, and in most cases, my traffic increases by about 400% when I learn how to utilize the platform of the moment. This used to be Facebook, then it was Pinterest, then Instagram, now it’s TikTok. Tomorrow it will be something new altogether. When I get the workings of a social platform down, it refers hundreds, sometimes thousands of visitors to my website every day.
If you’re not getting a lot of traffic referrals from social media—it’s one of two things:
- Your images aren’t appealing, or
- The content doesn’t serve others.
Pinterest and Instagram have taught me a ton about visuals. While readers have always been skimmers (in other words, content does better with headlines and bullets that the reader can skim), people these days are bombarded with messages everywhere they look, and attention spans are shorter than ever before.
Therefore, skimmers have become scanners—meaning, they’re scanning the story or product page for something they can use to make quick visual sense of what they’re seeing.
How do you learn what works on visual platforms? Pay attention to what’s already getting thousands of repins and “likes.” Look for your market’s most popular social media leaders and self-critique your efforts against theirs.
Social media is a great marketing tool, but posts on most platforms have a terribly short lifespan. Twitter posts are gone within seconds, most Instagram posts are buried within a few hours, and you’re lucky if anybody sees your Facebook posts at all!
My favourite platforms offer compound interest on your time invested. For example, on Pinterest, your post actually becomes more popular over time. If you use hashtags correctly on Instagram, you can create the same results with a long-time spot in their “popular posts” category.
Join a Group
Fortunately, there are ways to hack social proof. Today we have Facebook groups, membership programs, and clubs to help boost each other’s marketing efforts, and it can be extremely effective when done right.
For example, I belong to a few Facebook groups that focuses solely on cross-promotion, and I’ve seen a big increase in post reach because of these groups. However, if you find a highly effective group to join, and you’re not getting much support … it’s not them, it’s you.
Again, it’s going to be one of two things: Your images aren’t appealing, or the content doesn’t serve others. These two items have to be perfected in order to find new customers for your website, so if you’re doing all of the above and seeing no results, it’s time to revisit branding, photography, and your offer (serve people, and serve them well).