Are your social media posts missing the point?
We see way too many network marketers out there jump straight into showcasing how amazing their product or company is or how trustworthy / reliable / great value for the money they are.
Mmm, OK...you’re probably thinking - hang on, what’s wrong with that??
Well, nothing, really. But it’s all about which message hits the customer between the eyes first.
Your customers need to very quickly understand your brand message when visiting your social media profiles - and they need to be told just exactly how what you’re offering is going to solve their problems.
You need to connect with them, their needs, and their problems on personal level, and take advantage of how social media for small businesses can have that “home-grown” feel, and automatically be more relatable and human than some giant corporation. Customers visiting your social media page want to know, quickly and simply, how you can help them and how they can contact you for that help.
I know, it sounds obvious...but you NEED to make sure there’s a straight, intuitive pathway for your customer to get from point A (interest) to point B (buying).
If you want to know more about how to move your customer from so-so to ready to go, check out our article on attracting and converting new customers through VALUE: How to Be Your BEST as a Social Media Content Creator (and Actually Generate Sales).
Then, once this has been done, you can show off how amazing you are, how many wonderful reviews your product and company has and boast all of its features, etc, etc. ...
Now you’re probably thinking, how do I solve my customer’s problem so quickly?
It’s simple, really...
First, you want to brainstorm the type of customer you believe you’re aiming your product or service at. At DSM, we work with our clients extensively on this before we do anything else - it’s called your customer avatar and this process helps you get very clear about who your customers are.
If you’re still unclear who your customers are - STOP and give us a call right now!
Then, get real specific and decide which problem you’re going to solve for them with your products or opportunity.
We’re going to give you the golden info on that right now. When it comes to social media for small businesses, you should be trying to relate to your customers on 3 levels, from a SURFACE level to a DEEPER level of connection with them.
Sound kind of psychological?
That’s because it is! Direct sales marketing is, as you well know by now, all about psychology and connecting with what customers want, are yearning for, emotionally, whether they are consciously aware of these wants and needs, or not.
Freud’s “Iceberg Theory” says that only about 10% of our thoughts and desires are things you can “see” on the surface, that we are conscious of. The other 90% are unconscious desires that you,as a marketer and ad creator, need to tap into. You know “subliminal messaging” in ads? They reach people based on their desires that are under the surface.
Now, let’s apply this to social media for small businesses!!
There are 3 Types of Problems that your customer has that you need to solve: Internal, External, and Philosophical.
What is your client’s external problem?
This is usually the easiest to solve and understand;
- I want to lose weight
- I want a new house
- I want to take my Family on vacation
Is there an internal problem you can also solve? A deep, internal fear of having / not having something... self doubt, lack of confidence.
- I want to lose weight because... I want to look and feel good about myself so I can find love
- I want a new house because ... I want to show my friends and family I have really made it to the top!
- I want to go on vacation because I want to show my kids the places I never saw.
And finally, is there also a philosophical problem you can solve? This needs to be something bigger than just a personal or an everyday problem. This is a problem of not feeling like part of a group, not achieving enough in the world, not having enough success or “fame” or status or sense of self-worth.
If you can solve this problem, of the customer’s unconscious desire to change their live and also change the world in some way...then you’re really reaching them on the deepest level. Ready to do a deep sea dive into your customer’s brain?
- I want to lose weight - I want to look and feel good about myself so I can find love
—-> I want to be part of a cool, healthy, fit group of people
- I want a new house - I want to show my friends and family I have really made it to the top!
—-> I want to live in the right kind of neighborhood with like minded people
- I want to go on vacation - I want to show my kids the places I never saw
—-> I want to be part of the eco-tourism movement
“Companies sell solutions to external problems, but people BUY solutions to internal problems!” ~ Storybrand
Now, go take a look back to your last week’s social media posts and look at the message customers are getting.
Are they being told how their external problem can be resolved? But, what about internal or philosophical? Are you speaking to your customer on all three of these levels, in your posts? Because it’s the key to SUCCESS on social media for small businesses.
“Are you speaking to your audience’s problems and offering them solutions?” - Steve Andrews, CEO of DSM