By using The Client Journey as a framework for our social media strategy, we can quickly create a strategic way to create and schedule our posts so that it meets our ideal client exactly where they are in the journey with us.
The Client Journey has five phases that takes our ideal client from not knowing anything about us all the way to becoming a raving fan.
When we use the first four stages of The Client Journey strategically in our social media content, we can make sure that we are targeting exactly what our ideal client needs to hear at exactly the right time. This makes the time between each phase of the client journey (see below) much shorter which then allows you to form more relationships more quickly. Here’s how to apply The Client Journey to your social media.
Connect
Your ideal client has just become aware of you. This is the getting-to-know-you phase where you have the opportunity to start meaningful conversations. Your social media posts should showcase who you are and what you stand for so that your ideal client can identify with you and your message.
Your social media prompts:
- What is a pivotal moment that changed everything for you?
- Your why
- What you would say to yourself if you could go back and give yourself advice when you were starting on this journey?
- Have you been in your ideal client’s situation before? How can you empathise with them?
- What are my core beliefs, values?
- What drives you crazy?
- What’s wrong with your industry?
- Why did you start your business?
- What lights you up?
Subscribe
Your ideal client resonates with your lead magnet and signs up to receive it. This is your opportunity to provide deeper connection and begin to show how you can solve their challenges. Your social media prompts should address the internal chatter going on inside your ideal client’s brain and help them see a way out with your lead magnet.
Your social media prompts
- What is a challenge that your ideal client has?
- What should they expect?
- What is one thing that you see your ideal client doing? Empathise
Nurture
Your ideal client is on your email list and ready to learn more about you and your services. You aim to wow with value, offers and solutions. Your social media posts should address how you’re the expert and create a desire for what you offer.
Your social media prompts:
- Speak to a challenge/pain point. Help them self-identify and talk about how you can solve this in a deeper way.
- Introduce the way you do things – your unique process or program and how this solves their problem
- Share your latest piece of core content (blog, podcast, video)
- Connect their symptoms with the real problem
- Go to your last piece of core content and pull out 3-5 tips
Convert
Your ideal client is making the decision to buy from you. Your job is to help them make a confident and informed decision to purchase. Social media posts should address social proof.
Your social media prompts:
- Share review/testimonial – graphic, live, interview
- Promote one of your services/ packages
- Focus on your ideal client’s end state when working with you.
Now that you’ve covered off the first four phases of the client journey in your social media, all you need to do is make sure that you’re using one of these prompts each day. So, if you post on social media 5 times a week, your week could look like this:
- Monday: connect content
- Tuesday: subscribe content
- Wednesday: nurture content
- Thursday: convert content
- Friday: free content (meme, in the moment, behind the scenes)
Using The Client Journey as the basis for your social media strategy ensures that you are touching the first four of the five phases and catering for your ideal client, no matter where they are on the journey with you. For more content strategies like this that are aimed at making content creation easier, join us inside my membership The Content Effect. You’ll find training, templates and all the support you need to ditch the hustle and replace it with ease. You can join us here.
