Tip – Ask your 100 best customers where they are online and join those sites
We can invest a great deal of time trying to create a new platform and find followers but if our typical client does not hand out in that space, then we are wasting our time. Do a quick survey of your 100 best clients, and find out which platforms they typically use. If you find that 90% percent of them invest more time and attention to LinkedIn and very little time on Twitter, then you are justified in deciding to invest more of your own time on LinkedIn and to stop using Twitter.
Think of your social media platforms as rented space in a shopping mall. If your clients all hang out at Cavendish Mall in Cape Town, then why are you renting expensive space in Pavilion in KZN?
Going where your clients are make sense for the following reasons:
It costs less to tap into an existing pool of customers than to try and create a new market.
You will be able to ask those customers for recommendations and testimonials, on the platform, that will allow other potential customers to see what you do.
The Birds-of-a-Feather concept implies that your customers will know other people who are similar to them, with similar needs, which means you can reach into that market very easily.
You will also be able to follow your existing customers more proactively, allowing you to anticipate or service their needs better.
By concentrating your efforts on fewer platforms, you will also do a better job of creating worthwhile content and engaging well with customers and potential clients. And engagement is far more valuable in building your database than mere noisy posting.