How to Connect with Your Ideal Clients on Social Media
Imagine someone asks you to marry them on the first date.
Unless you live in an IRL fairy tale, you’re probably going to be a little weirded out. You’re probably going to say no, and you’re probably not going to be interested in a second date.
What does this have to do with content for your business?
When you’re ONLY posting content asking people to buy from you, asking them to hire you… it’s like asking someone to marry you on the first date.
They haven’t had time to learn about you, get to know, or assess whether your business aligns with their needs and values.
They need to know more about you before they’re ready to take the plunge.
One step towards this is posting a type of content I like to call “Spark Connection” content.
What is “Spark Connection” content?
“Spark Connection” content does exactly what it sounds like—it sparks a connection between you and someone in your audience.
Think back to your last good first date, or a time when you first hung out with someone who became a good friend.
There was something about that person that made you feel comfortable, or intrigued, or like you guys “clicked.”
It may have been something you had in common, like a shared love for a trashy Netflix series, or something you were both passionate about, like a political or environmental issue, or you vibed with their sense of humor.
With this type of content for your business, you’re trying to do that exact same thing—show your audience what you have in common, or demonstrate your values and opinions so they can see if you guys “click,” and if they want to start following you so they can learn more and deepen the connection.
What does “Spark Connection” content look like?
Depending on your comfort level with what you share online, this type of content can spark a connection between your audience and YOU (i.e. your personal beliefs, characteristics, opinions, etc.), or it can spark a connection between your audience and your business (i.e. your mission, values, thoughts about your industry), or a little of both!
Here are some examples of business-focused Spark Connection content:
Sharing your business mission/vision
A self-intro talking about why you started your business
Sharing a bold or controversial opinion about your industry
Sharing a “hot take” about your niche
Illustrating a common frustration or pain point your ideal client has
Illustrating their dream solution for that pain point
And here are some examples of more personal-focused Spark Connection content:
A self-intro talking about your personal hobbies
Sharing stories & personal experiences that your ideal client may share or relate to
Sharing your daily routine/to-do list
Posting silly/fun opinion polls
Sharing how you incorporate your personal values into your business
Sharing pics of your pets, your weekend activities, trip highlights, etc.
Spark Connection Content Examples
Here are some different types of Spark Connection content I’ve posted on Instagram to give you ideas for what you can post on your own business accounts:
Self-Intro
What it is: A quick Reel, Story, or grid post showing your face and/or shots of your life with a caption that tells your audience who you are and what your business does.
Why it works: It gives your ideal client a peek into the person behind the business, so they can feel like they know you a little better.
Relatable Struggle
What it is: A phrase, “POV” statement, or photo/video depiction of something your ideal client struggles with (and that you can help them solve).
Why it works: It speaks to a pain point they have so they know they’re not alone, that you understand them, and that they can gain something meaningful (i.e. a solution to this struggle) by following you.
Resonating Opinion
What it is: A bold caption or talk-to-camera statement that would make your audience nod their head in agreement.
Why it works: It touches on something that people are fed up with or feel strongly about, and shows them that you’re on the same page and that your philosophies align.
“It Me” Content
What it is: A post that depicts how your ideal client would act or what they would say in a certain situation.
Why it works: It allows your ideal client to see themselves in your content. It helps show relatability and that you truly understand them.
Posting more of this type of content builds the “know, like, trust” factor with your audience and helps them connect with you on a human level—an important, often overlooked part of marketing and sales.