At the heart of every business should be the answer to one important question – what do my clients want?
Perhaps this sounds overwhelming, abstract even. But, it doesn’t need to. We have some simple tips to get you ever-closer to knowing what your clients expect from you.
Social media is a brilliant resource for engaging with your followers. Sites such as Instagram and Facebook make communication easy. 3.484 billion people worldwide now use social media. So, by creating social accounts for your business, you have access to almost half the world’s population at the click of a button.
But, how does social media help you understand your clients better? Aside from simply asking ‘what do you want?’, social media gives you an insight into prospective client’s lives. It helps you understand who they really are and which content they’re interested in. As soon as you understand what clients want from you, you can work out what your business should be focusing on.
Follow our step-by-step guide to get inside the minds of your clients!
Step 1: Use polls to ask what clients want from you
Let’s start with something simple. Setting up a poll online encourages clients to share their opinions with you. Many of the social platforms include polling features.
On Instagram, it’s possible to post polls on your Story. They’re brilliant for quick-fire answers – followers respond in the 7 seconds a story is on their screen for. They are fun and playful, so keep the questions light. Also, Instagram only allows for binary answers such as ‘yes’ and ‘no’, so keep this in mind.
Facebook, on the other hand, is more flexible. If you create a poll in a group (like your business’ page), you can include several options for your followers to choose from. It’s as simple as clicking ‘Write a post’ and selecting ‘poll’. You can close them at a given date if you wish or leave them running. The content can be more serious and ask for a little more insight from your followers.
Twitter polls work similarly to those on Facebook. They usually last for 24 hours before closing, though you can change the duration to up to 7 days. These polls can have up to 4 options.
Polls give you a direct insight into what your clients want. Additionally, asking something of your followers makes them feel valued and included in your company’s decisions. The very act of voting confirms to your prospective client that they do want to have a say in your company. And, it’ll make sure you’re going in the right direction in the meantime. Remember that on most of the sites, followers can see the results of polls. Make sure you do good on what they voted for or the process becomes counter-intuitive.
Step 2: Do some investigating – who’s your average customer?
To get a more general idea of who your clients are, it’s good practice to take a look at their profiles.
Are you finding that a particular group keep engaging with your content? Is there a certain sort of person who is most likely to use your service? Knowing about your client helps you fine-tune how you interact with them. It also helps you understand what their motivations are for using your service. In other words, you can investigate the needs of your clients – what they want from you.
To start, ask yourself some of the following questions;
- Which age bracket do my followers fall into?
- Where do my followers tend to live?
- Do they give away much information about their employment? What jobs do they have?
Once you have the answers, you can start thinking about your clients in more detail. For example, if you find you have an older audience, it might be worth investing in your Facebook profile. As we found in a recent article, Facebook has a higher demographic of older users. If you find that many of your followers are university students, you could start offering a student discount. It’s all about understanding who is valuable to your business and what they like about your service. Perpetuate the things people enjoy about you and make sure your clients feel as comfortable as possible.
This tip is closely linked to the idea of ‘buyer personas.’ Take a look at this HubSpot article for an in-depth look into the topic.
Step 3: Keep track of analytics
Analytics help you understand which content is performing best with your followers.
For example, you can take a look at your ‘Insights’ on Instagram. They record the number of times users saw each post and which content received the most engagement. Facebook has a similar tool. When using a business account, it tells you how many people a post reached and how many people engaged with it. You can even retrieve data on what sort of device followers are viewing your content on.
Listen to these statistics and notice which content is popular. We all know that liking a post is a sign of encouragement. So, take notice if a status update promoting a new blog article did particularly well. Or, maybe you announced the launch of a new service on Instagram and the post flooded with likes. This is your follower’s way of saying – yes, and more of that, please!
Step 4: Listen out for prospective clients by doing keyword searches
Another clever tip for finding out more about clients is to do keyword searches on social media. Twitter and Facebook work best for this as they are text-based platforms.
But, what is a keyword search?
Well, start by compiling a list of keywords relating to the service you offer. Keywords can be general or more specific. For example, for a dentistry business, their words might be ‘dentist’, ‘teeth whitening’, and ‘dental care.’ Search for the words on social media and take a look at the results. Ask yourself the following questions;
- Is anyone complaining about a competitors’ service? Why were they disappointed?
- Do common questions keep coming up regarding your area of expertise?
- Is anyone looking for a recommendation and your service fits the bill?
Compiling this information gives you serious insight into what’s expected from services like yours. Take notice of it! If the same questions kept coming up, answer them or write a blog post on this subject. Sprout Social research found that 83% of respondents like when brands respond to questions. It makes your business appear engaged with its following. If someone was looking for a service like yours, reach out to them! Tell them to take a look at your website.
It’s also possible to play around with the filtering settings to find different results. You can specify the location of the post so you know they’re nearby, and the date to be sure it’s recent.
As you can search across all public posts, this is also a brilliant way to increase your reach. Stop waiting for prospective clients to find you. You can find them yourself on social media.
There you have it! We’ve given you a range of secret tips to get inside the mind of your prospective clients.
If you’d like any further advice on social media management, why not take a look at our ‘Services’ page. At Sole Source Digital, we want to support your business as you grow and achieve success. With our carefully considered social media strategies, we’ll improve your reach and remind clients of your company’s brilliance. Get a free consultation from us today!