Have you been following the expanded series on ‘how to write for online so you don’t look like an utter Noob‘? So here is your business checklist so far:
– you have a plan for the coming 6-12 months
– you know who your ideal customer is
– you have detailed your business mission & vision
– you have worked out what terms you will use (your style guide); so
– NOW WHAT?
Guess what, now you are ready to write for your customers. What? You’ve been doing it for a while? Good for you, now step back and consider this:
– Do you know where your ideal customer hangs out online?
– Do you know how they use the various social media platforms?
Unless you are lucky enough to fall into your definition of your ideal client, do NOT assume that they use social media the same way you do and do NOT assume that they want to either.
Let’s start with your website, Etsy page, Made It page etc. While I’m not going to tell you how to set these up, because they all differ, what I will say is this: whose need is it meeting? Don’t laugh, because the vast majority of websites I edit or visit are written for the owner’s benefit, or worse they are written in industry terms making them written for your competitors!
Consider the product categories, descriptions, and tags. Are they words you use to describe your products or services, or are they words that your customer would use? Go back to your definition of your ideal customer, their needs and where they crossed with your mission and vision. Now, are there words there that you can use in your description etc.? Why is that important? If you can:
– make it easy for your customers to find
– show them that you understand where they are coming from, then
– you will boost your sales.
Let’s face it we like to feel that we are understood, that our needs are important and are being met, and that we matter.
Do you blog? If you don’t and have the ability to add it to your site then I highly recommend it. Why? There are many reasons, but my favourite is to educate. But I reiterate, you need to blog for your customer (if you are running it on your website); that does not mean that all of the posts have to be about your products, in fact blogging about their other pain points can help to build a relationship (very important in building buyer confidence). Read more about the importance of blogging in my previous post (make sure you come back here though).
Before you read on, consider this:
Not all social media is created equal.
Social Media is there to be social.
Now read them again, consider where your ideal customer is on the chart above and then read the following points about the major social media sites.
Now I generally say not to post the same thing across Facebook, Instagram, and Twitter. The thing is, most of us don’t have a lot of time and it is convenient for us as business owners. But, are we our customer? No! I’m not saying don’t do it at all, but as a customer I beg you, DON’T DO IT ALL THE TIME. Seriously, if you find it difficult then use the scheduling function available in Facebook or on your social media scheduler. By all means schedule the same post over different days at different times to ensure you have grabbed your customer where they are hanging out. Otherwise, give us some credit that we will see that you have posted the same thing in 2-3 locations, where we follow you because we love you, and we will wonder just how much you value us as individuals. Don’t believe me, consider how you feel when you hear mainstream radio play the latest hit over and over and over again, get sick of it & want to hear something different?