My friend and web partner, John Webster, loves to challenge me. In fact, we engage in frequent debates on issues related to marketing and business. John’s a fan of metrics – and he’s very good at using them to show clients how they are achieving the ROI they seek.
I thought he would be pleased when I recently told him about the high click-through rate in my most recent ezine, which explained the new Facebook algorithm changes.
John applauded the results, but asked how I plan to leverage that traffic. He suggested that I send a follow-up email to those who clicked and offer services related to the three articles.
Yes, why didn’t I think of that?
So I considered what I could offer that would be of value. I have some products, but none that address the most recent social media changes. I could also offer some private or group Facebook coaching sessions, but I know that will require time that I don’t have at the moment. Rachel, how did you not have the foresight to think of a strategic way to transition these leads to a possible sale?
Wait a second…
I’ve been to conferences where hosts spend half the time trying to sell me. In my early days, I even followed their advice to ‘make an offer’ as I ramped up my sales pitches in speaking engagements, webinars and newsletters. I was unsuccessful. I also lost a number of followers and subscribers. And while there is merit to this tactic for some brands, it’s not for me. My business brand is not sales-orientated. It’s based on service and partnerships.
When I meet with prospective clients for the first time, I ask them about their goals for social media. They often tell me they want to ‘get more clients and get more money.’ But, that’s not a goal. That’s an outcome. A goal encompasses things like: driving website traffic, increasing visibility and brand awareness, establishing credibility or generating audience engagement.
All of which I accomplished with my recent e-zine. And, all of which are my goals. I have said this many times before, but it’s worth repeating: offer valuable information that addresses the needs of your audience and they will be naturally attracted to your brand! That attraction is the foundation of the know/like/trust, which can eventually lead to sales.
I, too, am a fan of numbers, which is why I review the data from the ezine. However, I believe that if you focus too much on raw numbers, you may not be focused enough on building a brand that sets you apart and remains true to your values.
I appreciate John’s inquiries because he continues to keep me on my toes. But, I am not going to worry about leaving leads on the table. I will worry when my audience no longer cares.
Where does your brand stand?