Social media is the “in” thing.
Experts, Guru’s and many others who have never run successful direct response marketing campaigns have turned up (from no where) and are evangelical in preaching to us the virtues of this ‘new religion’.
Their message is “if you are not part of it, you are certainly missing out on this gold rush”.
Let me interpret what they are saying.
If…
– you are not ‘following’
– You don’t have enough ‘following’,
– You are not part of the ‘chat’…
You are missing out on a flood of customers.
Time to get real.
Twitter, Facebook and Blogs etc are just tools.
Tools giving you another opportunity to connect with your tribe.
Never ever confuse the ‘TOOL’ with the ‘TORQUE’.
Never ever confuse ‘gravy’ with the ‘main course’.
My point…
Never confuse a solid ‘marketing plan’ with these social media tools.
A solid marketing plan is a step-by-step process designed to consistently and predictably attract clients
NOT a random series of marketing activities with no particular aim.
Yes, Social media has an important role to play.
Not as an adhoc activity.
But as part of your overall marketing strategy and plan.
Keep things simple.
You (and your business) are there to create profitable customers.
On a daily basis can your marketing plan answer these questions?
– How many leads did it produce?
– How many leads did I convert in to profitable customers?
Social Media Communication is the new TV.
A TV you can interact with. This is very dangerous indeed.
Ultimately you are there to grow your business.
Not to hide behind tools and apps.
Be mindful.
+ Ravi Peal-Shankar
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