In case you missed my last post: The Five Ones … or The Five 1s … or The 5 Ones. Do you sometimes feel like your business model is too complex? The more stuff you have going on, the more scattered your energy. And the harder it is to build your practice … and the longer it will take to grow it. On the other hand, a simple(r) business model requires a similar amount of energy, but has a focused direction. As a result, your efforts multiply your results faster.
On to this week: When asked why he robbed banks, Willie Sutton is said to have replied, “Because that’s where the money is.” And social media is where our audience of leads, prospects, clients, and referral sources is. But oftentimes, that audience is split among different platforms, and there is little crossover between them. So who are you trying to reach? Whose money are you after?
Some BVFLS practitioners won’t touch social media marketing with a 10-foot pole. For others, it’s the be all, end all for attracting people who need our services. Either extreme will allow you to win friends and influence people (you’ll find your tribe). But neither extreme will likely serve you well.
When it comes to social media, it’s crucial to select one platform (maybe two) to focus on. Because creating, running, and following up on campaigns on multiple platforms—and making them equally effective—is almost impossible, at least without help.
For many years, most of us have chosen LinkedIn as the one (and only) platform to focus on. So let’s look at that first.
LinkedIn is where all of our referral sources hang out. But at the end of the day, we are tripping over each other on LinkedIn … trying to win the same audience of accountants, attorneys, bankers, insurance people, wealth planners, etc. We’re like a band of Hare Krishnas surrounding a lone street pedestrian. They see us coming and duck or hide.
An alternative tactic would be to play in a sandbox that few other BVFLS professionals are in. So consider Facebook. Or Instagram.
Business owners are obviously prime candidates for our services … if we can get to them. They are likely to have a LinkedIn profile. But if you scour your LinkedIn feed … how many business owners do you REGULARLY see posting on LinkedIn? My experience is hardly ever.
But they are likely to have Facebook and Instagram pages for their businesses. And they hang out there … a lot … or have someone at the company hang out on behalf of the business and monitor the traffic.
So why not use LinkedIn to go after referral sources?
And try Facebook or Instagram to attract business owners?
Just one word of advice. Regardless of which platform(s) you choose as your weapon, you want to be authentic. The best way to do that is to be you. And the authentic you is the one that traditional business manners told you to suppress under the guise of “professionalism.” Be mint chocolate chip, not plain vanilla … and people will appreciate you for that!
Don’t be good. Be great.
PS – Whenever you are ready, here are 4 ways I can help you build/grow your BVFLS practice:
1. Join Practice Development ROUNDTABLE
It’s a Facebook community for BVFLS professionals who are collaborating on how to turn the practices they have into the practices they want.
2. Download this Find Your Niche infographic
The riches are in the niches, as they say. But what’s missing is a process that can help you identify your niche. This infographic is the missing process.
3. Take a free Practice Self-Assessment
I have 10 quick questions, and your answers will help you get a sense of how well your practice is working for you.