If I had a dollar for every entrepreneur that told me they didn’t need to do social media marketing… I’d be rich. And since I’d like to be rich, here is why the excuses don’t add up.
Excuses, Excuses, and More Excuses
I have enough business already
This is my favorite excuse. It’s my favorite because it is hard to rebuke while remaining respectful. That’s because it reveals an inadequate understanding not only of social media, but more importantly of marketing.
Marketing is NOT the same as sales, and social media marketing is not the same as online selling. Social media marketing is a way to remain engaged with your existing clients and customers, as much (or more) as it is about “advertising” your business to the world. Social media give you an opportunity to keep providing your clients with valuable information and insights, even when they are not actively seeking your services.
Rather than look at social media marketing strictly as a way to drum up new business, think of it as a way to give added service and benefits to your customers. Let them know that you are thinking about their well-being, and they are far more likely to think of you as more than “just the guy that services their widget-whatever every year or two.
I’m too busy to deal with Facebook and Twitter and Pinterest and LinkedIn and Instagram etc.
I get it. You are busy. That’s good. In the scheme of dangerous assumptions that have sunk innumerable small businesses, “I’m too busy with existing customers to worry about new ones” probably ranks at number one.
Customer acquisition is always the most expensive activity of any business, especially a sole-proprietorship, or professional practice. When your primary product is your time, time spent trying to gain new business is uncompensated. It is also necessary. So the key is finding time and then using it wisely and efficiently.
It is easier and much more efficient to retain existing clients, and to use an ongoing and simple marketing system to load the top of your sales funnel. Social media are the perfect means of keeping current clients engaged and simultaneously generating the kind of leads that can be built on when the time comes to move them down the sales funnel.
What’s the secret? First it’s finding and using only the social media platforms that are most likely to be relevant to your clients. Second, it’s maintaining a “steady drip” of useful nuggets into those platforms, while being diligent about responding quickly to contacts and comments. It took discipline and determination to build your business.
It’s taken hard work and discipline to keep it going. I have total confidence that with discipline, determination, and HARDLY ANY WORK AT ALL you can maintain a social media presence that will be of value to you, your business, and your clients.
I Don’t Understand the Technology
This is actually a valid excuse, but it’s only a temporary one! The technology and the social media platforms that run on the technology can be learned. Your kids learned it. I learned it. You can learn it too.
In fact, I am pretty passionate about helping people like you learn to use social media technologies. We’ll go as slow, or as fast, as needed. And we’ll only concentrate on the one or two platforms, that we decide together, make sense for your specific situation. No wasted time, energy, or money.
Did I leave something out? Got a better excuse? Let me know!
Contact me today if you want some social media help, or if you just feel like challenging my assumptions!