This Isn’t Really Anti-Social

June 5, 2019

Social marketing has distorted the commonly-held beliefs about marketing.  Somehow in this internet/social marketing world, it’s overtaken us, gobbled up all our marketing efforts, slanted our view of what we should be doing.

Gurus make it seem so easy…like the only way to reach people is through social media. Or chat bots.

We’ve been conditioned to believe digital marketing is all of marketing.

It isn’t.

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.


Two Ways to Prospects


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 skilled 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.

Examine your marketing efforts.  Note how many are direct and how many are indirect.  Do you have a good mix of both?  Are you leaning too heavily on social marketing?

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 and Chris Williams

Martha and Chris