As a business owner, you need to be both smart and efficient with your marketing dollar, your time and where you put your energy. This outlay all demands a return on investment Yet how do you know where to focus your attention? Recently Forbes shared that 78 per cent of consumers say companies’ social media posts impact their purchases.
Let’s use that to your advantage. Social media must be used by business owners if they want to get their share of a growing billion dollar marketplace. That means you’re going to need to create influence.
Creating influence online is simple. It’s a bit like when a new movie is being released and the studio releases shorts and trailers of the movie to catch the eye of potential moviegoers and to build anticipation. The studio is influencing you with it’s marketing to get you to the box office. They use consistent marketing with a little variation to catch the eye of the audience.
There are four main steps to work through so you can grow your influence online and further create financial gain.
- Choose what you want to be known for
Deciding on this is important as it’s going to help form the foundation of all your social media efforts. Influence is all about helping people to see you so they can get to know you online. As people start to get to know you online, they then learn to like you. People buy from people they like and trust. By being specific about what you want to be known for helps you to create a laser focussed message that ripples through all that you do from here.
- Who do you want to help?
Choosing a niche audience is important to do before creating influence online. Choosing a niche will help ensure that your message and thus the content you create (in the next step) is relevant and on message. Find out the platform that your audience spends most of their time on and you will start using that platform to grow your influence. Define and document what their common problems are along with their goals, dreams and desires.
- Create content that solves problems and or inspires your audience
When you know who your niche audience is (step 2) it gives you all the information you need to start creating content. Post on your chosen platform consistently and regularly. This could be short or long text posts that educate your audience on how to solve a problem they have. For example, if you’re a productivity consultant, post content about time hacking, email hacks and how to get more done in less time and get home earlier.
A big part of creating influence is posting educational content, and also sharing other types of content that demonstrates you care about your audience as a whole person.
For example, as a productivity consultant you also are likely to advocate for work life balance, so you could also share inspirational posts about how working out helps with mental health and stress reduction and thus productivity.
- Remember to ask for the sale
Letting go of the fear of asking for the sale is a big one and the best way to do this is by subscribing to my 5:1 framework. Post 5 pieces of content that add value, entertain or educate your audience. One you have done that, put up a post where you ask your audience to buy or you show them how to buy from you.
For example, as a productivity consultant you could share 5 posts about health, mental health, inbox health, why to-do lists don’t work and the benefits of working in 90min time blocks.
The next post you could tell your audience how to buy your DAY PLANNER or book in for a consultation with you and your company. You could even offer something for free like a productivity audit that could lead to a sale. Make it obvious what the next steps are for your audience to take.
Following these four steps and remaining consistent in their execution, will have you building influence online. Furthermore, it creates the space for you to remind your community that you’re building how to buy from you.