What is the vision that you want to pop into someone’s head when they think of you? The answer to that question tells the whole story surrounding the authority you hold in other people’s minds. Using social media, you can control the thoughts and images people create in their head about you. Here’s how:
Know Your Peeps
The very first thing you need to do is choose who you “talk to” on social media. Since your goal is to establish and maintain authority, you want to make sure that you are talking to the right people. Talking to cat owners about how to house-train a dog won’t work and neither will broadcasting the right message to the wrong candidates.
Tell Them What They WANT to Hear
The key word is “want.” You are the expert and you know what your audience needs, but they don’t necessarily want to buy what they need, they want what they want. That’s probably hard to hear and even harder to wrap your head around, but the sooner you embrace the concept, the better off you are.
Rob Schultz of Profit Seduction has always taught that you “sell them what they want, then teach them what they need.” If you follow this simple advice, you’ll have your audience flocking to you because you are saying what they want to hear then teaching them what they need to know and do to be successful. And like magic, they actually become successful at what you taught them. Social proof in action.
Show Up When They Search for You
The thing about being an expert is that you don’t have to be right all the time, just when it counts. If someone is looking for a business coach who can help them make money with their business so they can quit their 9-5. And your Tweet comes across their newsfeed about how you just helped a client break the 6-figure mark, you can probably expect a call or Direct Message to come your way.
Find their Pain and Make it Disappear
No one wants to be in pain whether it’s physical, mental or emotional. Tony Robbins says that there are two things that drive everyone: Pain and Pleasure. People are either moving toward Pleasure or Away from Pain. When you hit on the pain point of your target audience and show them how working with you can not only help them get rid of the pain, but move them into the pleasure zone, you’ve hit a home run.
Using the strategies that I’ve laid out, you should be able to craft the perfect posts on social media. Because when you know WHO you’re talking to, WHAT they’re looking for and HOW to solve their problems, you have the perfect recipe for success.
Here’s a social media strategy to get you started.
Write a letter to your target audience avatar (your audience compiled into one persona). Give your persona a name and some human characteristics. Act as if she is your number-one, best-est client that you love to work with.
Now tell her all the things you can help her with and why you are the perfect person for the task. Don’t be salesy, be your authentic self. Remember, you are here to help her get rid of her pain.
Take that compelling letter and break it up into bullet points and paragraphs.
- Each paragraph can be 1 or 2 Facebook posts or the subject for a couple of Periscopes.
- Use part of the letter as the basis for a couple of blog posts.
- Use the subject lines for the blog posts and Periscopes to craft the perfect Tweets.
- Use one of the paragraphs as the subject for a problem-solving video and then post the video on Facebook and YouTube.
There are literally dozens of ways to communicate with your target audience using social media. But the key is to know why you’re doing it and to have a plan and a strategy behind it. If you’re struggling to get your social media strategy in place, we need to chat. Schedule your complimentary Digital Marketing Breakthrough Session and allow me to help you solidify your authority using social media.
