Do you want to know what one of my biggest fears as a marketer is?
Alright, since I trust you I will tell you.
My fear is that I will write something, or Periscope something or email something that nobody cares about. I’m sure you’ve had the experience before, if you’re anything like me, you’ve put something out that you think is golden, sure to exceed your wildest social media expectations…and then it falls flat on it’s face.
Have you ever wondered why that happens?
I have A LOT! Now I don’t claim to have all the answers or even most, but in my hundreds of attempts at creating valuable media, I have found that marketing is game of adjusting your sails to the wind instead of trying to fill them by blowing your own hot air.
In other words, you can’t create the demand for what you have to say, but you can adjust yourself to be where the demand already is and then ride that wind.
That is what customer research is all about, it’s about getting to know where people’s desires are so you can fulfill them. Believe me, it is soooooooooo much easier to just give people what they want, rather then try to make them want what you have.
Six places where you can get to know your customer better:
Competitors websites:What are your competitors solving for your customers and what can you?
Keyword research: What kinds of keywords related to your industry are being searched and how can you help answer them?
Quora: This is a great website to get to know your customers better, what their asking and how they look at their problems.
Current and past customer interviews: Perhaps the most obvious way to get to know your customer is to…well… ask them!
Yourself: If you are or were a customer of your product, you may be a valuable source of knowledge, ask yourself, what would you have wanted when you were in the customer’s shoes?
I heard a Chalene Johnson podcast episode once where she talked about how when you produce content, focus on only one of your potential customers and talk directly with them as if it were just a one on one.
I think that advice is simple and brilliant. It’s so much easier just to talk to you, instead of one hundred people and it’s so much easier to talk as if you are yourself instead of as the ambiguous, “Company.” When you feel like your just talking one on one with someone, and that they deeply understand your needs and your pain, then you are a lot more likely to trust them enough to buy from them.
Now go ahead and fill out the next part of your social media plan worksheet. If you haven’t downloaded it yet, do it! (It’s at the end of this article.) The worksheet is a compressed guide to social media, something that you can fill out each day with the different information and action you take from each of these posts.