For the last several weeks we have been going over the Pathway to Smart Social Mastery system that outlines how to use social media to create more leads and grow your influence as a thought leader. This is the final step where we focus on the importance of staying relevant in your messaging and core offers.
If you missed the earlier steps, you can get full access to the entire Master Social Media to Create More Business Leads and Grow Your Influence video series here.
The Pivoting Framework
If you find that your business is stagnating, strategically pivoting might be the best way to continue to produce strong results for your business.
Pivoting doesn’t necessarily require drastic changes. Sometimes a small tweak here and there is enough to get your results back on track. And that’s where Zoetica founder Kami Huyse’s Pivoting Framework comes in.
This diagnostic tool is composed of four parts that address specific questions.
- Different: Do you need to change the service, customer, or problem you solve?
- Faster: Do you need to decrease the time it takes for your clients to get results?
- Better: How can you streamline any part of the process and make it better?
- More: How can you add something to make it more appealing? These days people respond well to high-touch interactions.
The areas the framework can be applied to are:
- Your offer
- Your messaging
- Your audience
Keep in mind that you don’t need to apply all four parts every time you pivot. Keep what works and simply get rid of what doesn’t.
To put this into action, start by creating a spreadsheet with four columns. The first column should feature your list of products or services, the second your customers served, the third the problem you solve for your customer, the fifth the Different/Faster/Better/More parts, and the last the shift you’ve decided to undergo.
Pivoting Brainstorm Process
Let’s use Kami’s own brainstorming process as an example to show what this looks like.
- In the first column she listed her Smart Social Secrets course, which is offered in two different versions. The first is the standard course and the second is the course in conjunction with a monthly membership program.
- In the second column, she listed her three types of customers, namely entrepreneurs, social media community brand managers, and advertising and marketing agencies.
- In the third column, she identified which problem she solves for her customers. In the case of entrepreneurs, the course helps them tie social media into their business goals and build customer loyalty, and therefore repeat sales. For her social media brand manager clients, the course enabled them to learn how to create comprehensive social media strategy and implementation plans tied to their business goals. Meanwhile, her ad and marketing agency clients learned how to create comprehensive social media strategy and implementation plans for themselves and their own clients.
- The fourth column reflects which of the Different/Faster/Better/More part she focused on. For entrepreneurs it was More, for social media community brand managers it was Better, and for ad and marketing agencies it was Faster.
- In the fifth column, she explained the shift her services and products underwent. For entrepreneurs it was serving them with a high touch online course offering, continuing to nurture them with social media content, and adding a more robust email strategy to drive traffic. For social media brand managers, she continued nurturing them with social media content and also invited them to join a monthly mentorship program. Lastly, for ad and marketing agencies, she focused on helping them find ways to more quickly prove ROI and thereby retain their clients, while also considering whether the agencies would make good additions to her monthly mentorship program.
Ask yourself: At this time, what do I need to do to make my particular product or service just a little bit more effective for my specific customer or audience to thereby get them better results?
PRO TIP: Think about whether your pivot will be temporary or permanent, whether your new offer or idea falls within the area you're already known for by your customers and audience (ideally it should so you don’t have to start building an audience from scratch), and whether your current pricing reflects where you would like to eventually financially end up or whether it needs to be adjusted.
Pathway to Mastery Series
- Part 1: Overview – How to Master Social Media to Create More Business Leads & Grow Your Influence
- Part 2: Explorer – Master Social Media to Create More Business Leads and Grow Your Influence
- Part 3: Connector – Master Social Media to Create More Business Leads and Grow Your Influence
- Part 4: Architect – Master Social Media to Create More Business Leads to Grow Your Influence
- Part 5: Creator – Hacks to Create Social Media in Less Time
- Part 6: Attractor – Master Social Media to Create More Business Leads and Grow Your Influence
- Part 7: Innovator – Four Small Tweaks to Grow and Scale Your Business with Social Media
How to Master Social Media to Create More Business Leads & Grow Your Influence, Part 1: Overview
Master Social Media to Create More Business Leads and Grow Your Influence, Part 2: Explorer
Master Social Media to Create More Business Leads and Grow Your Influence, Part 3: Connector
Master Social Media to Create More Business Leads to Grow Your Influence, Part 4: Architect
Hacks to Create Social Media in Less Time, Part 5: Creator
Master Social Media to Create More Business Leads and Grow Your Influence, Part 6: Attractor