By Bria Hutchinson

Most businesses use social media to connect with their ideal clients and to grow their audience. Which means followers are getting flooded with content. Sometimes that content is relevant to them, sometimes it isn’t. 

To cut through the noise and speak directly to your ideal client on social media is no small feat. To help you make sure your voice is the one your clients hear through the crowd, here is a guide on how to speak to your ideal client.

Get Clear On Who Your Ideal Client Is

Absolutely nothing else is going to matter if you don’t understand who your ideal client is. Sit down and write out a persona for them. Get as specific as you can. Think about their age, gender, where they grew up, where they live now, what their financial situation looks like, etc. 

Once you have that, find out which social media platforms your clients spend most of their time on. If you don’t know, ask your current clients or someone who matches your ideal client persona at your next networking event.

Keep in mind that most people are on multiple platforms, so you may get varying answers. But the answer you get the most is the platform you want to be on so that your voice is heard by your people.

Know and Use Your Ideal Client’s Language

Now that you know who your ideal client is and where they spend their time, find out how they’re talking about your industry and your product or service.

A good way to do this is to survey your current clients after they’ve worked with you. Another great way is to find reviews of similar products by searching for relevant terms on your chosen social media platform or search engine.

Keep a record of everything said and look for any words that continuously come up. Note the tone, too. Is it casual, more professional, highly technical? All of this information helps inform your social media copy later on in this process.

It’s also good to know what words they use when searching for your product. These are words you can use in your posts to help you show up in future searches, snagging your client’s attention, and driving them to your socials.

Appeal to Their Struggles and Dreams

The next thing to focus on are the things that drive your ideal clients. Go through your records of surveys and reviews again, this time looking for themes of their pain points and what their dreams are.

For example, a bride who dreams of a glam look might struggle with no one truly understanding her vision. If you’re a makeup artist, you could make a post addressing her pain point by showcasing testimonials from previous clients who rave about how understanding you are. Another post could appeal to her dreams by showing your application process, the final look, and how happy the bride was.

These appeals show that you know your clients. They feel that instant connection that is so hard to find on social media these days.

Reflect Often

Once you’ve used these tips for a few weeks, check in to see how each post did. Look at how many likes, shares, and comments each post got. If there were any sudden spikes or dips in engagement, was that because of the post’s visuals, its copy, the day or time it was posted, or something else?

You’re looking to see what did and didn’t work. If something did work, can you do some more posts on it or revamp it and post it again? Make adjustments, and try a new take for the next few months. Analyze and repeat.

After a few cycles of this, redo your research to make sure the platform you’re on is still where your clients are, that you’re still using their language, and that they have the pain points or dreams you’ve been writing about. Don’t let your knowledge get stale.

Sound like a lot of work? It definitely can be. If you’d like to offload your socials and get back to doing what you love, schedule an appointment with CCox Social today.