As you may know, the Orange One recently banned the social media platform Tik Tok from operating in the USA. In fact it didn’t actually happen because Oracle & Walmart stepped in with a joint equity deal and Tik Tok earned a very last minute reprieve…
Why am I telling you this? Am I a news channel now?
No, they don’t make any money. They’re generally subsidised by huge multi media organisations or in the case of our own BBC, by a licence fee. Well, for now anyway
Your business needs to make money, specifically a healthy profit.
Turnover is vanity, profit is sanity
How many times havd you heard that? It’s not just a neat one liner, it has the added benefit of being true.
Why else would you start or run a business?
Business plans, fundraising, employing people and hoping they dont fuck up your business or steal from you, marketing to your ideal potential clients and converting them into loyal repeat clients who will happily recommend you to their peers and colleagues
Business premises & assets – both need protecting and insuring, properly.
And a multitude of other stuff to worry about, which might include a global pandemic…
So if you’re going to assume all that risk and put yourself through all that stress, you’d better be making some decent profit right?
So please don’t build a business solely on social media. You’re not 14
It isn’t your platform, you don’t own or control it. You have absolutely NO CONTROL over whether it’s still there in the morning when you wake up or not. Or some bloke who seems to be permanently tangoe’d has deemed it a national security risk and banned it.
Like you do.
Use your various profiles – LinkedIn, Twitter, Instagram etc., to drive traffic to your website where you offer them value in return for their name and email address.
This is why you need to know your ideal client.
Because then you’ll know which social media platforms they use and you can devote your resources to those platforms, driving that traffic to your website which you own and control.
Then you really start to build a strong mutual relationship using email. You can demonstrate you really do know your onions, not just about your own products or services but your sector too, what are your competitors doing?
How do you fare up? (I really could pontificate on this for ages, maybe another day)
Write to your clients and prospects every day or if that’s a bit much, every week – same day mind, be consistent.
Tell them stories about you, what you do, how you do it, feature interviews with your external partners on your podcast maybe, or video testimonials from existing clients with businesses just like theirs…
Email marketing is 1-1
Your private audience with your ideal client.
Think about that for a moment. If you had 15 minutes with a client you’ve been trying to get hold of for ages,what would you say?
If you are connected with them on LinkedIn, message them and tell them you’ve sent a quick email. If you don’t know their email address, use Hunter or Sales QL to find it.
(Links to those two FREE resources in the comments below)
I could eulogise about the sheer effectiveness of email marketing, newsletters specifically, for a l-o-n-g time, but we both have work to do so…
I bid thee farewell, for now at least.
If you want a constant feed of marketing advice, get yourself on my Marketing Advice newsletter pronto
Or call me for a chat about how I can dramatically improve your sales through email marketing using just these three things:
Your list of existing clients
Your list of existing prospects
My copywriting skillz
Email is email@example.com