What Should I Post to Get More Social Media Management Clients?

Key Concepts:

• Target Audience Identification
• Niche Immersion
• Client-Centric Content
• Platform Relevance
• Thought Leadership
• Actionable Strategies

1. The Problem: Social Media Content Attracting the Wrong Audience

• The speaker addresses a common issue: social media managers creating content that primarily attracts other social media managers instead of potential clients.
• This is identified as a "pet peeve," highlighting the importance of creating content for the intended paying audience.

2. Identifying Your Target Audience

• The first step is to clearly define the target audience.
• The Social Media Management Accelerator is mentioned as a resource that provides hands-on experience with different industries through mock brands (yoga studio, staffing company, candle company) to help identify suitable niches.
• The goal is to work with local businesses (boutique owners, law firms) or larger companies (Fortune 500) and consultants in various industries.

3. Immersing Yourself in the Niche

• Once a niche is identified, the next step is to deeply immerse oneself in that industry.
• Example: When working with life sciences, the speaker emphasizes the need to go beyond social media manager resources and delve into industry publications, thought leaders, and relevant websites.
• The goal is to "speak the client's language" and understand industry-specific trends and challenges (e.g., potential tariffs in the fashion industry).

4. Client-Centric Content vs. Social Media Jargon

• The speaker argues that clients are often more concerned with fundamental questions (which platforms to use, video vs. photo content) than with micro-updates on social media algorithms.
• Clients primarily want to know what will generate more revenue and attract more customers.
• Content should focus on actionable strategies and solutions to client problems, avoiding jargon and overly technical details.

5. Platform Relevance and Facebook Group Example

• The speaker emphasizes that Instagram isn't always the best platform for every business, despite its popularity among social media managers.
• Example: A student working with local business owners was advised to explore local Facebook groups and community groups, which can be a "gold mine" for finding clients.
• The speaker shares a personal anecdote of acquiring a long-term podcast editing client through a Facebook group.
• The key is to "go where your clients are going," whether it's LinkedIn for lawyers or scientists, or TikTok for other demographics.

6. Understanding Client Needs and Hiring Processes

• It's crucial to understand the client's problems, where they spend their time, and their process for hiring contractors.
• A Fortune 500 CMO is unlikely to search for contractors on Instagram; they're more likely to use LinkedIn or rely on their network.
• Outreach efforts should be tailored to the client's specific needs and preferences.

7. Thought Leadership and Actionable Content

• Content should focus on thought leadership and providing actionable marketing techniques and strategies specific to the target industry (e.g., boutiques or law firms).
• Avoid generic "day in the life of a social media manager" content unless it's specifically tailored to the ideal client.
• Incorporate customer testimonials and showcase work that demonstrates value to the target audience.

8. Social Media Management Accelerator

• The Social Media Management Accelerator is mentioned as a resource for live coaching, accountability, and community support for social media managers.
• It offers Q&A sessions where participants can get specific questions answered and receive feedback on their websites, social media strategies, and content.

9. Conclusion

• The main takeaway is that social media managers should focus on creating client-centric content that addresses the specific needs and challenges of their target audience, rather than getting caught up in social media jargon and algorithm updates. Understanding the client's industry, preferred platforms, and hiring processes is crucial for attracting the right clients and demonstrating value.