How To Hand Over Your Social Media (case study #1)
October 15, 2014
A frequently asked question with new clients is “how can you help me with my social media”. Common pain points are a lack of confidence/knowledge, a lack of time, a feeling of obligation that they ‘should be there’ participating in the social media realm or at the opposite end of the spectrum, have been managing all aspects but no longer have time for the routine tasks.
In the next few weeks I’ll take you through what I do for various clients. Some of this info can be used to get active yourself, I’ll finish posts with some easy to follow action points and if you have any questions, comment below and I’ll do my best to answer them for you.
Case Study #1: Engaging on LinkedIn
Client A who we will call Sam Smasher is an accountant based in Wellington, servicing small businesses. He has a website but that’s about the extent of his online profile and recently a couple of his clients have been raving about the wonderful world of LinkedIn. Sam wants in and realises he needs to ‘get with the times’ to raise his profile outside of his existing network. But where to start – it’s like trying to read arabic to him!
What we are doing for Sam is the following:
- We set up a personal profile which talks about pain points he solves for his clients and lists his credentials. We’ve also added a PPT presentation with a comparison of software solutions available to SME for managing accounts. He’s working on a end of year checklist which we’ll upload to his profile as a PDF. TIP: as well as listing your credentials, make your profile a resource for your target audience. Share information that will help them.
- Sam sent me through a list of his customers and suppliers. We identified from this list contacts on LinkedIn and sent them a customised invitation to connect. Now Sam will be able to share information with them, adding value to his current service and increasing the number of touch points he has with his network (which can be limited being an accountant).
- From this list of new LinkedIn connections we identified high performing groups they have in common. We’ve joined these groups. TIP: find out what your target audience is interested in in terms of who they are following (companies, thought leaders and people) and which groups they are members of. Increase your exposure in this space through comments, shared content and starting discussions.
- We are content marketing on Sam’s behalf. At this stage in news feeds only until he feels more confident in this network. Once Sam is more confident we will help him to start group discussions, share some of his own original content and get him posting on LinkedIn’s publishing platform.
- We have profiled who Sam’s “ideal client” is and researched 10 LinkedIn members who fit this profile. At this stage Sam is listening. Seeing what content they engage with, which groups they are members of and who they are connected with. Shortly Sam will be engaging in the same ‘space’ which will bring him under their radar. We will then invite them to connect and look at strengthening a one:on:one relationship with them before taking the conversation offline.
- Each week we send Sam a report. The report includes a LinkedIn “How To” tip, group discussions I think he could participate in, who’s viewed his profile and new connections we’ve identified. With more experienced clients the report also includes discussions we have started for the client, recommended groups to join and leave, company page engagement and stats and new ‘ideal clients’ we identify. This report helps Sam to engage quickly without trolling through groups looking for relevant discussions and gives him a snapshot of connection activity.
LinkedIn isn’t a direct marketing tool! It’s a long term strategy for raising your profile as an expert in your industry by offering advice and information which solves pain points of your target audience. It’s a place to show some personality, make valuable connections (not just prospects!) and a place to give and receive advice and information.
- Update your personal profile. Ensure it’s complete, interesting, positions you as an expert and most importantly of all … shows how you solve a problem.
- Listen – two ears, one mouth! Find out as much as you can about your target audience, existing clients and competitors.
- Engage – offer sincere, helpful advice. Don’t (ever) promote yourself and share information of value to your demographic. If you are going to share content, explain in the update why you are sharing it or what your thoughts are on the article.
- Network – where you add value to a connection, invite them to connect. Increase your network slowly and wisely. Move conversations to skype or a coffee catch-up when the time is right … again, at this point you are still interested in helping them run their business better.
- Have fun! I’ve been on LinkedIn since 2009 and I’m still learning and loving it. As with anything you do, learn as much as you can – have fun – and you’ll be successful!
What’s one tip you’d share about outsourcing your social media?
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