I’m a marketing man, not a social media expert. However, because some social media tools are excellent for helping small businesses market their services, I’ve spent years studying the marketing potential of social media.
Here’s an important observation I would like to share with you.
Don’t copy your social media guru
It’s all about why you should not necessarily use the same social media strategy, as your social media guru. Whilst their advice might be superb, simply copying what you see them do, is not always the right thing to do.
Let me explain.
In my experience, most social media professionals make their living selling a mixture of; books, downloadable products and ads or sponsorships on their blogs. Some of the better known social media figures also offer seminars / workshops internationally too. Unlike most of their readers, they are not geographically limited in what they provide. Someone buying their latest book or eBook in the same street is no different from someone making that same purchase, on a different continent 10 time zones away.
If you run a business, which provides services (or sells to) a particular geographical area, you are going to need a far more geographically targeted approach to your use of social media. You will need to focus your efforts in a way that attracts and develops opportunities in the area that’s of commercial interest to you.
For example, if you are an accountant or lawyer, it’s unlikely that you will be seeking business leads or referrals on an international basis. Apart from anything else, your qualifications will restrict what you can offer internationally. If you work in insurance, your products may have geographical limitations too. Same again if you operate a franchise business, with a set territory.
Tools like LinkedIn, Twitter, FaceBook and FriendFeed are known for making it possible to easily develop an international network of contacts. However, they also make it possible to search for (and connect with) your target audience too – people where you do business.
Your social media feedback
I know that a lot of my readers are big users of social media, some with great success! If you have developed a social media strategy, which has a geographical element, or you have any tips for a more regional approach to social media; please share it with your fellow readers and myself.
I look forward to hearing from you.
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Hi Jim,
Here are some thoughts (not only for social media activity):
1. optimize your site for local searches (this means target keywords used in your area of interest and also target zone names)
2. register your business with Google local (if its available in your country)
3. in any social account specify in clear your location
4. if u r interested only in a certain area u might consider specifying this in your account description
5. if u r on Twitter use the advance feature to search for people in your area (the success of this action will depend on your location and how often Twitter is used there)
6. if you are on FaceBook create a description for yourself that will speak about your intentions. Also pay attention to all the suggested users from FaceBook
7. The same things goes for LinkedIn. Here you will have to subscribe to the most popular groups and target your area in discussions
8. Use YouTube to target local terms and geo name – this will also add a human face to your business
9. Be careful what you say on any social network. I think that a geo targeted business can fall easily if people start talking bad things about u – they can also show up to your door
10. You would still need to blog and increase engagement on social networks. Of course that we are talking about businesses and areas that are suited for this kind of thing, because if your clients don;t even know what a computer is why waste time
Toma,
Yet again, you have shared some really useful advice; especially for newer users of social media. Thanks for such a detailed contribution!
Toma posted great comments.
I would just add that it is all about knowing where your customers are. Search is critical.
Search LinkedIn – Post Questions, Update your profile
Search Twitter- There are tools like buzzom.com and search.twitter.com
I am also sick of all the webinars, ebooks and advertisements on social media from the so called experts. Blogs, like this one and Podcasts from reputable companies are the best resource for me. The FriendFeed video you sent me this week also was very good. Thanks!
Brent,
Thanks for sharing these tips. Great that you find the blog useful. Good to know the video helped too.
@Brent – I agree with searching the social networks. This is something I do every day on Twitter and FaceBook. The aim is to find people that need some help and offer some quick tips or suggestions.
Toma,
That’s a great way to make new contacts.