This is the central question when you’re doing marketing writing or blogging or any type of work for your freelance clients.
In initial meetings, when you decided if you wanted to work together, you hopefully discussed goals and vision. Your contract should define the parameters. Now, you can get into specifics.
For a client, the next question I have is, “Who do you see as your target market?”
Because sometimes who we/they “see” as the target market isn’t necessarily the best/lucrative/realistic market. Sometimes there’s value in targeting them anyway and expanding the market. Sometimes the desired target is so far from the reality of what will appeal, that there has to be some discussion and consideration. Desiring to sell dog food to cat owners is not going to grow your business.
Stretching and expanding is great. Casting a wide net is great. But spending money in a completely wrong direction is not worth it.
Far too often, the answer is “everyone.”
Well, yes, we live in an information age. Hopefully, we can restore Net Neutrality, and get more information (and education) available to everyone.
But “everyone” is not the right target.
Who is the ideal audience?
Novelists, playwrights, diarists, bloggers, etc. often write for a specific “someone” as their “ideal” audience, even if they can’t actually give height, weight, eye color, hair color, name, etc.
When you create a marketing campaign, or are part of a team that executes one, you need to have that “ideal audience” defined.
If you work for an organization that puts on a variety of programs, the target for each may be a little difference. You want your regular attendees to feel welcomed and included, so that they look forward to returning, time and time again, and having a fresh, fun time each visit.
You also want to expand the audience — place the materials in spots so people who are interested in this type of information will come across it and get interested.
How do you do that?
We’re back to that whole listening thing we talked about last week. Listening to your client is the most important skill you have.
Listen not just to the words, but to the subtext. What’s not being said? Is there a contradiction? Why? What’s the meaning under the words? What does the body language indicate?
Ask questions, get clarifications, go deeper.
Asking questions doesn’t mean you don’t know what you’re doing. It means you’re interviewing the client and digging deeper for context and depth.
Match Message to Platform
I do not agree with the often-quoted marketing advice that the same information must be on every platform and it all has to match.
The tone and the message need to be consistent. But different platforms serve different types or portions of information better.
Facebook is different from Twitter is different from Instagram is different from Tumblr is different from Ello is different from Vero is different from Dots is different from MySpace and so on and so forth.
What is the strength of each platform? What is the weakness? Use each to its best, and slot in your information in a way that works best for the platform. Yes, if you have event information that needs to be disbursed across all platforms. But as someone who uses multiple platforms, when I see ONLY the same information on each one, I resent it. To me, it means there’s an information blanket being thrown over everything, and no individuality involved.
On a social media platform, if there’s no engagement, no response when I share or comment on something, I move on pretty darn fast.
Business has de-personalized so much, to the point of not signing legal documents, because it’s easier to hurt people when you stop thinking of them as “people.” Government is doing the same. It’s part of the reason we’re in the mess we’re in, on multiple levels. De-humanizing and de-individualizing in order to make higher profit.
The way small and medium-sized businesses and organizations can compete is by re-personalizing.
When the client gets that, and is willing to pay for the time it takes to do that, the client will see an increase in profit. It grows more slowly, but it happens.
We’ll get more into de-personalizing and re-personalizing next week.
Other messages are better shared through blog posts or articles or advertorials or media kits or web content. Match your message — or the portion of your message — to the best platform.
Message Expansion Takes Time & Resources
You need the time to come up with the message and create the materials. That means uninterrupted work time, not answering the phone or sending out invoices or doing the ten other things too many small businesses try to foist on you when you sign on. (Make sure your contract defines your parameters).
You need the time to post things, or schedule things to post. I use Hootsuite when I want to schedule posts on multiple platforms, Twuffer to focus on Twitter. I like the way Twuffer pushes photos to Twitter.
Quick response time is key, especially on social media. You need engagement. It’s not about posting and expecting audience growth. You post, there’s a response, there’s engagement, it’s shared, there’s more engagement and so forth and so on.
This takes time. When you’re building a social media presence for a business, you’re not screwing around on social media. Don’t apologize or try to minimize the time or the level of engagement necessary to make it work. Don’t sell yourself short.
Be Prepared to Change Direction
Your client might decide that’s not really the message they want out there; or that it’s taking too long to pay off.
The latter is the hardest to work with. Because so much on social media is instant, clients often don’t understand that it takes months to engage and build an audience. Months of daily interaction. Try to set realistic goals for growth at the beginning. Included engagement goals. Not just getting more followers, but the amount of interactions/the quality of those interactions. Then try to exceed those goals wherever possible.
Keep Communitcating with Your Client
It’s not just about what’s working. It’s also about what’s not hitting the mark, and what might need tweaking.
Communicate, communicate, communicate. Listen, listen, listen.
Communication and being sensitive to your client’s needs and desires is key to making it work in the materials and in the office.