According to Chet Holmes, (author of The Ultimate Sales Machine) buyers searching for your services fall into 3% of the total market and the rest into 4 further categories.
Yet this meagre 3% is the sole focus of nearly every sales and digital marketing campaign in your industry.
These guys are ready to make a buying decision within the next 30 days and this is your hottest marketplace.
(You know the ones, those red hot leads that come via your website or email.)
But accepting the fact that 3% are actively looking (and everyone is focused on these individuals) then according to Chet there is a huge opportunity of 67% left for you to approach.
But how do we do it?
The first issue is that the more traditional model of search engine traffic, client referral sites, website optimisation and paid keywords, tend to only reach the smallest segment of buyers who are actively looking for your high value services.
And if you only focus your marketing strategy on referrals and search, you’re only in with a chance when someone goes looking.
That means if no one goes looking you don’t get seen.
Also think of it as an auction:
When everyone is ‘bidding on’ or ‘optimising for’ the same stuff, the price and competition continues to increase dramatically.
And secondly these ‘reactive methods of digital marketing’ are poor at reaching prospects ‘open to buying your offer’ or ‘maybe interested’, so they are not much use for creating a predisposition toward your company.
Whereas Social Media Marketing is ‘Proactive’.
You’re not at the mercy of whether people are looking for you.
You can show up in front of prospects that are highly likely to be interested in what your offering regardless of whether they’ve been looking or not.
In fact a recent IPSOS affluent survey found that 78% high net-worth individuals use facebook at least three hours per day, and more than 58% percent of social media users said they follow brands through social media.
So if you know who your targets are, the brands they trust, their interests and passions or where they’re hanging out, and if your perfect client is a human, you can reach them first using Social Media and The Magic Overlap.
Well, the things people “like”, and particularly the brands they “follow” and the publications they read are massive indicators of their demographic bandings, social class and lifestyle preferences — and Psychographic profiling indicates their level of activity in those interests.
For example, if you're targeting high net-worth individuals there's a reason why you'd want an article in a niche related magazine like Tatler, or to have a mention in the FT How To Spend It, or to be somehow endorsed by Chanel.
Now imagine promoting your luxury products, an exclusive event or a high-ticket service to all those avid readers who are interested in or follow all 3 of them.
The point is:
If you can accurately detail your ideal client — whether ultra-affluent, affluent, mass-affluent, young, old, male, female, and so on — you can overlap their interests and location to find them.
So ask yourself (and please don’t scratch your head — you must know this stuff inside out):
- Who do they follow? (I.E Who are the authority figures, thought leaders, or big brands in your niche?)
- What books/magazines/newspapers do they read?
- What are their ambitions, aspirations, interests, attitudes and passions?
- Which brands are already marketing to them — and winning with their marketing?
- Are their social, cultural or political beliefs relevant to them — and you?
Better yet, using the below app, you can find lots of profitable untapped interests and target the hottest buyers your competition doesn’t know exist ..
- Automated, smart research tool uncovers interests your competition will never find.
- Speed up your research by saving you hours of manual work — just enter a broad topic and get a list of hyper-targeted interests.
- Find the most engaged audiences.
- Filter your audiences to drill down to the hungriest groups of leads and buyers.
- Built in “Layering” lets you hyper target the hottest fans in ANY niche.
Need an example?
Okay, if you’re targeting a client on social media who engages with 2 or 3 relevant interests dedicated to the luxury lifestyle such as a specific influencer, or brand, or a certain celebrity you can overlap these interests and reach potential clients other marketers and business owners don't know about.
You can also drill down with incredible specificity to identify and reach out only to people precisely matched.
- How much they’re making.
- The people who have recently moved and updated there City in the last 6 months.
- High-net worth neighbourhoods and wealthy postal codes.
- Frequent international travellers.
- People interested in luxury goods or services such as, yacht’s, travel, property, retreats, experiences ect.
- High-end device users such as the latest iPhone owners.
- People who have transacted using higher than the average spend.
But the question remains: