Polly Barnfield shows how Four Seasons Future Planning, a wills firm in Grantham, grew its social media by niching down. They partnered with United Lincolnshire Hospital Trust to offer free wills to hospital staff, then used a content calendar to post weekly across Facebook, Twitter and Instagram. Niching turns you into the big fish in a small pond.
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Today we're looking at how you can create a niche audience on social media. This is Four Seasons Future Planning. They are, and they help create wills, trust and powers of attorney for people. And they're based up in Grantham and they use social media very much to publicize their services. You know, so it's to let people know that they can. That they're a specialist in wills, trust and power of attorney and they use social media. You know, they always make sure that they've got their branding on there. They always make sure they've got their phone number on there. What I actually really liked was this. This was about niching down. This was about. And basically, rather than talking to everyone, this was about talking to basically, you know, a sector, if you like, of people. And so what they've done here is they have. They are working in partnership with United Lincolnshire Hospital Trust, offering staff and their families a free will. So they're saying basically, if you work there, you can click on the link to make an appointment. They put the link in and then you contact us quoting this. So that means you get it for free. And here's the free number as well. And then they've created this little ad here as well which says, you know, claim your free will or free update of the will. This offer is exclusive to staff and families at there. So they're also specialists in operating multi faith wells, etc. So this is great because this means that you're talking, you might be talking to a smaller market, but it's, you know, you're. You could ultimately be the biggest, the bigger fish in a small pond because you're not only helping a sector of people, you know, you're supporting them with free will. So it shows, you know, as somebody who doesn't work for the nhs, for example, it shows to me that you're giving back as a company, but also it's expanding your network. So you're now working with a trust, which you weren't doing before. It's a really, really good way of using social media to show that, A, you give back, but B, that by niching down then you can, you know, you can become the number one well provider, for example, for that hospital or for NHS workers. And that could mean that you could expand into other hospitals as well. So it's just a really, really good idea to look at how you can niche down into a particular demographic. Now, if I was these guys, I would want to make sure that I had all my content planned in because they're obviously going to be busy creating lots of appointments and things like that. So you can plan your content in by going into, maybe going into the content calendar here and in there here you can see all of the planned content that would be for the week ahead. And then you can actually go in and start adding posts. You can add posts on Facebook, Twitter, Instagram and you can start to add them in and then you know that then you've got a post going out on a certain day and you can go back in and start engaging as well. So it just saves time and effort and it means that you can spend your efforts in the best places. And then the other thing you can do is you can look at someone else's calendar so you can see what they've done for the previous week. So here it's innocent, but you could literally choose any other will writing company. They could look at what they've done for the previous week and start to benchmark how yours are performing as well. Now, as always, click on the little blue button. We love to help.
