I had to catch myself the other day.

Scrolling through LinkedIn I saw videos with thousands of views and copious comments.  Made me feel quite inadequate.  After all, why wasn’t I getting those sorts of numbers?

Sort of depressing!

But taking a moment to sit back and read the comments which were all variations of platitudes like “great”, “nice video”, I realised a fundamental trap I was falling into.

Vanity metrics.

Sure, it’s great when you get hundreds of Likes and video views on LinkedIn or Facebook.  But do these people actually convert into clients?  Do they spend money with you?

If not, all of this is meaningless.  Makes you feel good, but so what?  Does this pay your bills?

Okay, some people would say it’s increasing exposure and it’s all about content marketing and you need to get your name out there and be in front of them.

But here’s the thing.

You need to be in front of the right people.  People in your specific target market with the decision making or referral power.

And your content needs to educate and move them towards taking action – contacting you.

Else you’re wasting your time and effort.

So to maximise your effectiveness, here’s what you must do.

  • Figure out exactly who you’re targeting. Be as specific as possible.  The better you can identify this person the better you’ll be able to determine what issues they’re likely to have and what they would be interested in.
  • Craft all your material around educating and evoking curiosity. Bring new ideas to their table.  Show them that you understand their issues and have solutions.
  • Figure out where they are and get your message in front of them. Now, this may well be on social media, but don’t discount direct mail where your package lobs up in the post.

Remember, it’s not about how many Likes you get.  It’s how many people become clients.  By narrowing your focus you’ll attract the right people with the right message.  And while you don’t control the timing, they’re far more likely to take note and call you when ready.

Want help determining exactly who your market is and creating a message which cuts through, speaking directly to them?  That’s what we do for our clients.  Call Rashid on 0414 913 334 and get started.

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