Social media is a constantly moving target. What works today may, or may not, work tomorrow. So please keep today’s advice in the context that six months from now the social media world is likely to have changed.
That said, we’ve been doing a lot research, and spent a lot of money, to determine which of the social media platforms perform best for consultants, advisors and experts.
It’s become clear that the days of covering all the bases on social media have come and gone. There are just too many of them, and more importantly, like cable TV stations, the platforms are increasingly appealing to more specific audiences. Leveraging social media requires work, so you need to put your efforts where they will get the greatest return.
It won’t come as a great surprise that sites such as Pinterest don’t make much sense for those of us who offer high value services. Ditto for Twitter. There’s just too much noise, and the reality is that the people you want as a clients, aren’t spending any time at all during the day checking their Twitter feed.
We had great hopes for Facebook back a few months ago, and tested a huge campaign that involved both advertising and posts. Unfortunately the results were disappointing. We got a large response at a relatively reasonable cost per click, but the conversion percentages just weren’t there. Granted we have a somewhat long lead time between when people initially engage with us, and when they eventually become clients, but thus far the results have been disappointing. This may change over time as Facebook becomes more ubiquitous and older, but for now, the results were less than hoped for.
Youtube makes sense to be on, but unless your service is one that benefits from visual instruction, it won’t become a breakout hit. We post all our videos on our Youtube station, and we get some (not a lot, but some) opt-ins, but I wouldn’t put it on the top of the list.
What is working is LinkedIn. Historically, LinkedIn was a site for job changers, and that’s still a big part of its audience. However, senior level decision makers are also active on it, so it makes sense as the social media platform to invest some time and effort.
Advertising on LinkedIn in very expensive, but the good news is that one doesn’t have to advertise in order to get some good engagement, and ultimately new clients.
Posting to those that are connected to you, as well as on targeted group sites, which then drive readers to your blog page, remains our favorite method for attracting new prospects on LinkedIn. The key is to make sure that your blog posts have great content. Tips, ideas, and what’s working now. Don’t have your posts be thinly disguised pitches for your services. If you provide interesting content in your posts, and then offer lead magnets on the border of the blog page, you’ll attract a steady stream of new prospects.
That’s what’s working for us-if you’d like to talk more about LinkedIn we’d love to speak with you-and naturally I’m interested in hearing about what’s working for you.
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube