Updated: Dec 4, 2020
According to Survey Monkey, "1 in 3 marketers (36%) say getting attention is the top challenge they face." It is the main goal people who market their businesses are trying to achieve.
But, getting the attention of others does not have to be disruptive, especially on social media and in email inboxes.
By understanding the platforms you are on, you can enhance the interactions people have with your brand rather than make them unpleasant.
In order to engage with people on the social media platforms you are active on in a more thoughtful way, study the dynamics of each platform. What is it that people expect from the social media platforms you've chosen?
For example, LinkedIn is like a work environment where people share more work-related information. Some even compare LinkedIn to a water cooler at work where you are sharing information but still expected to have your suit on if you know what I mean.
On the other hand, Instagram and Facebook are more fun and laid-back. People on these platforms look to be entertained, inspired, and sometimes educated. In many ways, Instagram and Facebook are just more personal than LinkedIn.
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With emails also being a great way to promote your services, create content for the stage of the client journey most email subscribers are in, the awareness phase.
If an email recipient is still not a client, they are in the Awareness or Consideration Phase. Create content for your emails that align with these two phases.
For example, create Awareness Content for your welcome series. A welcome series consists of 3 to 6 emails delivered over 1 to 2 weeks when someone joins your email list letting them know in a non-salesy way:
Who you are and what you do by writing emails that speak to your business' value.
Why they should care grounded in what problems you can solve for them.
How others have benefited from your services and how you can do the same for them.
After you've covered who you are, just in case they didn't catch it before signing up for your emails, you can create Consideration Phase email content.
Consideration Phase content is meant to move a person towards the Purchase Stage. As a service provider, you can share information to support your level of expertise.
You can share problems faced and how you solved them. You can also take examples from others and detail how you would have handled the same situation.
After providing value, you can then send out an email asking the person if they need help if they haven't expressed interest in working with you yet.
The key is to approach communications in a helpful manner. You have to show that you are interested in more than selling your services. This is the best way to engage your audience in more meaningful ways rather than being disruptive.