When you start your business and build your brand, it is essential to create public awareness for what you are offering. Obviously, it would be best to get the word out to entice potential customers and begin building a profit. Unfortunately, it can be easy to get caught up in the vanity of social media and lose your brand message. Today, I will share with you how to avoid the pitfalls and market directly.
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The Pitfalls of Vanity Metrics
When building your business, you likely have social media accounts such as Instagram, Twitter, Facebook, TikTok, and everything else. Sadly, social media can be an addictive game of vanity metrics if you aren’t careful.
What are vanity metrics? Vanity metrics focus solely on the numbers of followers to your social platforms. It is the game of getting more and more people to follow you to reach thousands or millions of followers.
While having a large following can be helpful, it won't do you any good if you aren't connecting with the right type of people. The right people are those who fit your ideal client avatar. Therefore, when playing the social media game, it is more important to focus on the quality of the followers rather than the quantity of followers.
Marketing Directly to Your ICA
I have talked about what an Ideal Client Avatar (ICA) is in a previous blog post (so feel free to review if you are a smidge rusty), but as a quick recap, your ICA is the perfect person who you are selling your service or product to.
When creating public awareness of a product or service, new entrepreneurs often go too wide. They market beyond their ICA and end up with fewer results.
Whether you are designing a website, writing social media content, or are giving a class, it is critical to market directly to your ICA. Your content needs to be refined specifically to address their needs, concerns, and problems. You never want your content to stray from your core message.
Remember, the goal is to attract, engage, and nurture each client so that you can get them into your marketing funnel and eventually create a superfan.
Be Confident in Sharing
One last thing that I want to touch on is to be confident in what you are sharing with the public. I understand that it can be nerve-wracking to share your new businesses on your social networks. You may be nervous about what your family and friends will say, but don't be!
Why? First of all, this is your business, your content, and your life! Be proud of who you are and the steps you are taking to accomplish your dream.
Second, if they don't like it, tough cookies! Good friends and family will support you in your decisions. Yes, they may offer criticisms. Try to benefit from the constructive criticisms and let the rest roll off your back.
Third, your family and friends are a great resource. While they may not personally buy whatever you are selling, they make a great referral source. You can bet that they will tell all their friends and anyone they think will benefit from what you have to offer.
Go Confidently in Your Public Awareness
Are you struggling to create your public image, connect with ICA’s, or simply get started? I can help you! Book a FREE consultation with me. We will walk through your business goals and determine which next steps are right for you.