You post all the time but still don’t stick in people’s minds when they are looking for services you offer – why is that?
It’s easy to assume that people aren’t seeing your posts because of the algorithm or you’re not posting in the right Facebook groups. It’s true that these could be affecting your response rate but there could be something you have missed.
Why is becoming familiar to your clients important?
When you post on your socials, you have around 3 seconds to attract your ideal somebody to take a look. If you don’t hook them in by that time, they’ve gone, moved onto some dancing kitten or something.
The bare bones of it is to attract someone to read even a bit of your post and then the platform shows your posts more frequently to that person. This is really important, as that someone may not be in a place to buy your services on a Monday in August but if they become familiar with your company, through seeing your posts regularly, they may recall your name when they are ready to buy.
Why does trust matter?
Especially for wellness businesses, trust is a massive factor. I’m sure you don’t need me to tell you that your clients need to believe in you and your skills before placing themselves in your hands. The first step towards this is to be a familiar face in the crowd.
Brand awareness, you see, then becomes very important. One of the masters of this, just needs to show part of their logo (a big yellow M) and people around the world know what business they are and what they sell.
Now, of course, getting to the level of the big companies without their budgets is not easy and probably not worth getting obsessed with as a sole trader but people knowing your name in your circle definitely is.
How do I do this when I don’t have a lot of time?
Being consistent with what your business looks like.
The easiest of this is to include your logo in all of your posts. This is where having a couple of versions of your logo can help:
- Your full logo for when you have plenty of space.
- A reverse colour version of your logo eg white on transparent background instead of black on a white background so you have a version for all different post colours.
- A paired down version of your logo when space is tight, for example an initial or part of an image.
By consistently showing your logo on all of your socials, you make it familiar to your audience.
The next two things to consider are using a select number of complimentary colours and fonts. Choose colours that contrast so you can make graphics that stand out plus a colour to highlight important aspects. Fonts should always reflect your personality and what your services are- steer away from those that are difficult to read (remember the 3 second rule!).
The good thing is that Canva have been very helpful and included a brand section in their free option. You can store your colours so you don’t have to look up the hex codes constantly, upload your logo files and select your fonts plus their sizes. So much easier when you are batch creating your posts.
Next time you are batching your posts, think about making sure they look like you so you stand out from the crowd.
Join me for my next blog where we will be talking about the importance of clear language when explaining Wellness services.
Happy creating! Sara
P.s if you feel your posts are not instantly recognisable as you, and you would like a hand untangling things, my brand awareness & polish package is a good option for you.