I enjoy catch & release fishing.
Over the years, I’ve learned that successful fishing means:
- recognizing that not all fish are alike
- determine what you are fishing for and go to where they are
- fish at the time of day those fish are feeding
- use the bait designed just for those fish
In reviewing the responses to my pre-conference survey (something I do with audiences for my speeches and presentations), I noticed that a big issue for the audience involved which social media tools do I use.
These contractors were trying to determine which forms of social media they should be using. Many said they had no idea.
Since they install sports floors, athletic directors are a likely key target. While I love Twitter, I did a quick LinkedIn search for this group. Here’s what I discovered:
Individuals with the following titles in their LinkedIn profiles:
- 36,137 athletic directors
- 815 athletic administrators
- 428 in Athletic Directors Facilities Forum
- 4,004 in Intercollegiate Athletic Administrators
- 2,310 in High School Athletic Directors group
Here’s how I suggested they get started:
- Get a LinkedIn profile
- Join LinkedIn groups that fit your target audiences
- Engage (in a non selling way) with prospects via LinkedIn including posting content, posing questions, providing answers
- has your association developed target audiences?
- has it identified decision makers and influencers?
- has it developed personas for each?
- has it searched to determine where those “fish” might be found?
- Four years ago, the marketing committee of a health care association we managed was discussing how they could “find a list” of senior staff at large medical and health care organizations. While they talked, I searched LinkedIn and discovered more than 3,000 people with the titles this group wanted. I said, “You don’t need to buy a list, you need to develop a LinkedIn strategy.”