May 11, 2012
(questions? Drop me a line)
February 16, 2012
I was talking on the phone with a prospective client last week who was very convinced she had to be on Facebook to market her new business. She is a high-end floral designer who markets primarily to other businesses. She was so convinced that frankly, she almost had ME convinced – but I stopped her. And I said, “maybe we should take a step back. Maybe Facebook isn’t where you should be right now,” (do you hear the needle scratching across the record? yep. me too.).
I began to ask her questions about her target market and then, it all became abundantly clear: she believed she should be on Facebook (because everyone else was), she believed that putting her business there would make her attractive to new clients, and she also believed it would be free advertising. There are so many misdirections, misconceptions and out right lies in that sentence, it’s hard to organize it all – but the bottom line: Facebook may not be the correct TACTIC – certainly, not the FIRST tactic — and you won’t know unless you have come up with the right STRATEGY to find your perfect client.
Once we narrowed it down to exactly WHO her perfect prospects and clients are (events managers at large companies or event marketing agencies, marketing managers at companies, etc.) and WHAT they wanted from her: easy, elegant decorating for high-end events – no worries. We could then position her in the right place to ATTRACT those clients. But until you do that – you can throw a lot of money (also read: time) at TACTICS that won’t work for you.
Next: getting “found” on Google. Stay tuned.