One of the most common questions that I get asked is how to reach more ideal clients on social media. As an accountant, CFO or financial coach, you know that there are ideal clients out there who could really benefit from your support, but how do you go about reaching them?

I also have many of my clients come to me and ask whether or not it’s right to be selling right now. Selling has a bad reputation, and I think that it’s unfair. When you have created the right offer, selling isn’t an intrusion – it’s actually the most helpful thing you can do.

The world is in a state of crisis right now and there are business owners out there who desperately need your expertise. There has never been a better time for you to get out there and help your ideal clients to weather the storm. Let’s take a look at the three key ways in which you can reach more ideal clients on social media.

Get Clear

Before I outline any strategies to increase your marketing reach, I first want to state that you need to get clear on two very important factors.

1) You need to get super clear on your customer avatar. Who is your ideal client? What are their fears and pain points? How can you help them?
2) You need to understand how to create content that will resonate with your ideal client and provide value to them.

These two factors must underpin the strategies you use to build your ideal audience, otherwise you will miss the mark and your efforts will be in vain.

Strategy #1 – Paid Advertising

If you are cash-rich but short on time, paid advertising is a fantastic way to build your audience and it requires minimal effort.

Paid advertising could take the form of Facebook, LinkedIn or YouTube ads or Google pay-per-click (PPC). You simply create an ad, select the right audience and direct them towards your profile or website. It’s a highly targeted form of advertising which does make it cost-effective, but it still does require a pretty hefty investment.

Another benefit of paid advertising is that it also offers instant results, whereas organic marketing tends to take time to gain traction. If you’re keen to get traffic as soon as possible and can afford paid advertising, then it offers a great kick start.

Strategy #2 – Organic Audience-Building

If you are time-rich but operating on a tight budget, you are better off building your audience organically.

After spending time working on your client avatar, you can then research where your ideal clients are hanging out in abundance.

For me, my ideal clients mostly hang out on Facebook and LinkedIn, so these are the platforms that I prioritise. I also use YouTube, Twitter and Instagram to ensure that I am reaching as many new prospects as possible.

This may well be different for you and your ideal client – there is no one-size-fits-all answer to the best channels to use because your client avatar should be unique and highly specific.

Once you are super clear on where your ideal client hangs out, you can begin to build relationships. This could mean networking in Facebook groups, making connections on LinkedIn or dropping “love bombs” on Instagram.

Relationships are also built through valuable content. For example, when you go live and educate your viewers, you are positioning yourself as an authority and establishing trust. Even though you are not actively conversing with members of your audience, you are still building a relationship because you are providing value.

Strategy #3 – Partnerships

Partnering with another business who shares your ideal audience is a great way to get in front of new prospects and generate leads.

Once you get super clear on your ideal client, look around and see who else serves them. Together, you could deliver value to your joint audiences through webinars, eBooks, strategy sessions or hosting live events.

It’s important that you do not partner with a direct competitor, but rather a business that complements your services. For example, I have had successful partnerships with Practice Ignition and Accountex because we serve the same audience, but in different ways.

Summary

The above three strategies are all effective ways of reaching more ideal clients. I recommend starting out by choosing one strategy to focus on; if you attempt to cover all three, you will get completely overwhelmed.

Paid advertising is a great strategy for those who have plenty of funds but little time, whilst organic audience building is better suited to practice owners with plenty of time but a tight budget. Partnerships, meanwhile, are great if you enjoy creating content and networking with fellow business owners.

Above all, you need to be super clear on your customer avatar and message in order for these strategies to deliver effective results. Clarity is always the key to effective action.