This is one of the questions I get the most about getting high-value clients online. Maybe because I live in the middle of the Alps in a country where I hardly speak the language and I attract all my clients online…
From that experience I’d like to share with you what I have been seen in over a decade of finding great clients for my business online.
SPOILER ALERT: There is no magic button or tactic and here you’ll find some of the most relevant things I’ve seen. (That means that I won’t talk about platforms and stuff that I haven’t personally explored yet. The Internet is full of “online marketers” talking about what they have never done together with the magic only tactic you will ever need… this week).
While there is no magic hiding place for high-value clients, this answer is about how to strategically choose a social media platform that grows your audience and attracts your best clients. And to do that we’ll simply look at the strengths of each main platform.
Before we do that, I’d like to start this conversation with this question…
What is a high-value client, anyway?
Let’s start with a simple definition of “value”. To add value is to help someone get closer to the outcome they desire. To add “high-value” is to make a big difference. So a high-value client is a person who invests in working with you so that you can help them get closer to an outcome they desire.
Now we know who we are looking for.
So we don’t mean rich people?
No, we mean people who desire a certain outcome in an area of their lives where you can make a difference for them. They are ready to invest in working with you because it’s a priority for them to solve something.
One key point that makes this whole process simpler is to remember that we are talking about people here. The moment we start thinking of fellow human beings as “objects” like prospects or leads, we lose focus of what is important and our capacity to think clearly and connect with people vanishes in a cloud of confusion.
So how do I choose a social media platform?
Most social media platforms are full of people for whom you can make a difference. Let’s have a look at the social media landscape and the best each one has to offer.
Facebook is one of the giants and “everybody is on Facebook” or so they say…
The main strength of Facebook is that it is pay to play.
Yes, with an advertising budget you are able to locate the kind of people you are looking for so that Facebook can put your message in front of them. This was true when I wrote the book about getting clients from Facebook and it is still true today. All the buttons you will have to learn to press may be changing often on Facebook but the advertising principles are still the same).
The really nice business element of Facebook advertising is that you can predictably put your message in front of the right audience. (All this has a learning and trial curve but once you refine your audience on Facebook, your investment of money also allows you to scale).
LinkedIn is a place designed for business networking. It’s not all about people looking for a job. It’s made up of a large number of people who are decision makers in their own business as well.
LinkedIn was my first love because it’s a business platform and it’s the right place to do business networking and collaboration.
BTW - When people put your name in the search engines, one of the first results that comes up is your LinkedIn account.
If LinkedIn is my first love, Twitter is like my husband. Let me explain.
Every time I came to Europe, I skipped Germany thinking that it had to be such a boring country and I ended up marrying my dear-German-engineer husband and moving to the middle of the German countryside. Me, a total city person moved to the middle of the German Alps.
It was the same with Twitter. A hundred and forty characters originally. I love to express myself and I talk a lot. I thought “No way, Jose.”
Today, a huge part of the audience for my business comes from Twitter.
The main strength of Twitter is its speed. You are always one tweet away from reaching your audience, testing an idea or inviting people to join you for a webinar.
You can read more about this social media platform and how I use it here. https://anarosenberg.com/grow-business-with-twitter/
Pinterest is a visual platform. That makes it challenging for most experts who offer services that are not that “visual”. (It’s a great platform if your audience is women. You’ll probably find them on Pinterest).
Pinterest is a place where I am starting to experiment. One of its biggest advantages is that Pinterest is like wine: your content gets better with time. (While on Twitter or Facebook your content gets old very soon, on Pinterest certain pins get shared and go on driving people to your website for a long time).
Explore the platforms and choose one to start mastering. (Platform hopping is not such an effective strategy).
A NEW WAY OF THINKING ABOUT ATTRACTING CLIENTS ON SOCIAL MEDIA
This is what I have seen: it’s not about the energy of “hunting”. It’s all about developing your own strategy to make the right people discover you (and be glad they did).
And remember… “don’t do on social media what you would not do live”.