Many of your clients prefer to consume content rather than interact with it. Just because you are not seeing likes, comments or getting immediate results from your call to action does not mean they are not seeing your posts.
It can take 6 - 9 months to move a client from the point of discovery to converting them to a valued client. And this can depend on several factors.
The effectiveness of your content at reaching your target market lies firstly in your consistency followed by the relevance of your message for them, your business and current market trends.
Less than 10% of your audience will view your message. If you are using social media it is important to be consistently posting. Utilise other media and schedule regular posts that clients can expect at the same time each week. There are some schools of thought that suggest sending the same message in email format at least three times in that one week. This is not a bad method of reaching your audience particularly when you have multiple targets with different consumption habits.
Look at the statistics on when and how your audience consume media. Even though the average Australian consumes about 1.5 hours per day on social media, it is still important to know what time of the day they are likely to be active on it. The Social Media Census demonstrated that early and late evening is a prime time for social media consumption. Although it is noted that many users will access social media multiple times throughout the day.
Understand the platforms your audience is most likely to use. With 89% of Australians using Facebook in 2020 it seems that Facebook is a must go to for anyone wishing to reach their audience. The majority of Facebook users are female at 94% with the top age groups being 35 - 44 years.
Knowing why your client consumes social media can also be highly beneficial for creating appropriate content. Connection is the number reasons Australia’s will go to social media. Entertainment, research and viewing brands also contribute to social media usage.
According to the Social Media Census, content, values and engagement are the primary reasons Australian’s follow brands. While they are more likely to disengage from a brand is due to loss of interest in the brand or the brand is too spammy. It is interesting to note that a close third reason for unfollowing a brand is too political or incongruence between messaging and values of the brand.
Overall I think the survey demonstrates that it is important to have consistency across your messaging and regular placement of that message without being over the top. Your client will undoubtable see your message even if they are not interacting with it.
If you want to discuss your ideal client and work out a marketing strategy for your individual circumstances please do not hesitate to reach out. I love looking at the latest trends in marketing and can help you build a relationship with your client.
L%A Social and PureProfile, Social Media Census 2020 published online
https://landasocial.com/wp-content/uploads/2020/10/SocialMediaCensus.pdf viewed 16/07/2021