Don’t get us wrong – we love social media! After all, it’s what we live and breathe here at Cureton Consulting and we’ve built a fantastic business on it. But it’s not a ‘one size fits all’ solution when it comes to marketing. Social media should be just one aspect of your wider marketing strategy and, whilst it can often play an important role, you’re missing a trick if you rely on it too heavily.
OK, so we live in a digital world these days and for many businesses, their online presence – their website and social media accounts – is the ‘be and end all’ of their marketing activities. We know this to be true as it’s something our clients tell us all the time when we’re running marketing strategy sessions!
Did you know, however, that it can take up to 15 touch points with a prospect before they agree to do business with you and become a client? You can’t expect them to visit your website 15 times without a bit (actually a lot…) of encouragement and they probably won’t respond well to constant messages on Twitter, Facebook and/or LinkedIn. So what’s the key to success here?
The answer’s simple! Expand your marketing strategy to include a mix of online and traditional activities. We’re not just talking email shots, newsletters, direct mail and so on. Think outside the box and come up with ideas that offer genuine value to your prospects, such as free webinars, discovery calls or taster sessions.
Or why not run a workshop or book yourself as a speaker at a business conference or networking event? These are all great ways to showcase what your business has to offer and get your name out there as the ‘Wikipedia of what you do’!
We know we say this a lot, but we’re going to say it again: It’s up to us as small business owners to make it easy for prospects and customers to communicate with us. By keeping in regular touch and being consistent with your messaging – but without overwhelming people with too many communications, or too many of the same type – you can keep yourself and your business firmly on your customers’ minds.
Take a recent example with one of our own clients. We’d been in touch by email about some work in October, but this hadn’t been confirmed. Rather than bombard the client with more emails, we simply added a comment to one of their recent LinkedIn posts. And guess what? We had a response confirming the job within 24 hours.
You might think some forms of traditional marketing went out with the ark, but don’t under-estimate the power of a simple phone call. Think about the figures: most business owners get at least 50 emails a day, but perhaps a handful of phone calls (well, probably not as many as 50 anyway!) By picking up the phone, you’re putting your prospect or client on the spot and are much more likely to get an immediate response. This approach works with ongoing work that’s stalled for whatever reason as well as booking in new projects, so give it a try.
So, to sum up, our primary message here is simply to Keep In Touch – but not just using your social media accounts!
Need help with your marketing strategy? Get in touch today!
Here at Cureton Consulting, we can work with you to create a robust marketing strategy with the right mix of activities for your business type and target customer base. Our social media and sales training services will also get you off to a flying start. To find out how we can help your business grow, contact us today to book your FREE 15 minute consultation.