Distortion in Your Marketing
We’ve spent all of June working to eliminate Entrepreneurs Do-It-Yourself Marketing Month.
Because, do you really want to figure out all your marketing by yourself?
We’ve been slaving to replace it with Entrepreneur’s Do-It-With-A-Pro Month.
Because you tell us having an expert by your side to call on when you need and want them to get you through the tough patches and show you the way when you get stuck, and do it affordably, is far superior to putting the “solo” in Solopreneur.
Entrepreneur’s Do-It-With-A-Pro Month.
Can I challenge you in one more way that’s pretty radical?
Social marketing has distorted your understanding of marketing. Somehow in this new-ish Internet/social marketing world, it’s overtaken you, gobbled up all your marketing efforts, slanted your view of what you should be doing.
Gurus make it seem so easy, like it’s the only way to reach people in 2018.
You’ve been conditioned to believe social marketing is all of marketing.
Social marketing isn’t the only way to reach your Ideal Customer. It’s simply one way.
Nothing…and I mean NOTHING…will accelerate your results faster and more dramatically than when you begin to look at your marketing and sales programs in two distinct ways.
Direct marketing and sales programs enable you meet, see or talk directly to your prospect. They sit in front of you at an event or hear you speaking directly to them on a phone call. The person can see you, hear you and form an impression of you within seconds. You’re in charge of the rules of engagement.
Indirect marketing and sales programs require an intermediary between you and your prospect. Facebook is an intermediary. LinkedIn is an intermediary. Your website is an intermediary. The person cannot see you or hear you without someone or something in between, always laying down the rules of engagement.
Certainly, there are pluses and minuses to both avenues.
Direct marketing often requires no wise and knowledgeable team behind you. It is inexpensive, often without any cost. Yet, it requires you to “be out there” in front of a room of people or picking up the 2,000-pound phone to call. It demands you know what to say.
Indirect marketing enables you to operate behind a profile, an ad, or an on-line offer. You might never have to speak with someone or pick up that heavy phone. Yet, it usually requires a knowledgeable team to draft the ad and create the landing page. You’ll need software to capture the leads, send the offer and follow-up with emails. All that costs money.
The best, mature small businesses have marketing and sales program in both categories. Brand new businesses find direct marketing and sales accelerates them the fastest, plus it matches their budget.
The tragedy today is too many small businesses have come to believe social marketing is the “only” marketing. Now you see otherwise.
Would you have known all of this if you were doing Do-It-Yourself Marketing?
Examine your marketing efforts. Note how many are direct and how many are indirect. Do you have a good mix of both? Or are you leaning heavily on social marketing?
And what do your results look like for your efforts?
Mix up your marketing. Add some direct efforts into your work, and your results will perk up.
Go forth and do great things,
Martha Hanlon & Chris Williams