My second best piece of advice

Every social media strategist will tell you this:

Don't try to be everywhere at once on social media or you'll burn out.

But today, I want to go a little off piste and give you my second best piece of advice:

Your customer doesn't care about the same things as you.

What I mean by that is - you're very unlikely to be your own ideal customer. The things about your business that you love aren't necessarily the things about your business that will make your ideal customer pay attention. So if you want to convert that customer, your marketing needs to speak to their needs and frustrations, not the things that drive you.

Why is this important?

Because we're all time-poor and have the attention spans of small children doing homework. If something doesn't feel like it speaks directly to us, and can improve our situation, we'll scroll on by to find something that does.

Let me give you an example. A while back, I ran ads for a new grocery delivery business in my area. The founder was amazing - very eco-conscious, very driven, all about giving customers a sustainable option.

We tested different messages to see what his audience would respond to. And you know what? No-one cared about sustainability. Customers cared that they could get a freshly baked croissant delivered to their door on a Sunday morning. A little luxury trumped zero-waste by a mile. If we'd pushed the sustainability message rather than embracing what the customer cared about, sales wouldn't have been nearly as good.

So I'd highly recommend reviewing your messaging to make sure its focused on that ideal customer and what they really care about.

That, my friend, will make all the difference in engaging the 'right' people for you.

Okay. That’s my second biggest tip for lead generation via social media. Hope it helps you fill your pipeline with interesting leads.

See you on the socials,

Alex

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