This week’s topic is aimed at those who may not listen to podcasts, but you may have a relative or friend who could use this advice, so please spread the word!
Over the years, I have noticed people ducking out of the way after seeing me at a networking event or on the street. I’m not known for hard-selling tactics, but some people are so averse to marketing that they don’t want to take any chances.
This did happen more often in the early years of online marketing when some felt that the internet and promoting a business online were fads. Still, twenty-five years later, with nearly three-quarters of the US population using social media regularly, it’s a given that digital marketing is the best way to generate leads and get more customers in almost any type of business.
Yet, a few people still feel that word of mouth or small ads in the local paper are the only ways to get business.
Earlier this year, I made it my mission to reach out to several solo operators to understand why they were not using digital marketing at all or perhaps had a Facebook Page that hadn’t been updated in ten years to understand their reluctance.
Here are the reasons these small business owners don’t use digital marketing to promote their businesses:
- I want to know who I’m dealing with in real life.
- I don’t want to get a lot of time wasters.
- I don’t understand it.
- I don’t have time for it.
- I have as much business as I need or can handle.
- I will just get scammed.
- I can’t afford it.
The truth is, can they afford NOT to use digital marketing?
In answer to their issues:
- You will get leads from your website or social media, but you will still respond to and deal with them in real life. You can also gather as much information as necessary before you proceed.
- Reduce timewasters by putting clear information on your digital channels about what you do and who you serve. Use a form on your website that gets all the necessary information to ensure that the prospect is valid and you can provide them with the response promptly.
- You don’t have to understand the technical aspects of digital marketing. Your provider can set up your channels so that you receive phone calls or emails as if you were getting word-of-mouth referrals.
- Outsource the tasks that are too technical or that you don’t want to do yourself, perhaps ongoing social media management.
- You may have sufficient business, but a steady flow of inquiries will ensure you can replace any lost business.
- A well-planned digital marketing strategy will attract more of your ideal customers, who may be more likely to pay more than others who find you through word of mouth or the local paper.
- Of the 70+% of people who use social media, many use it frequently and make decisions about who they hire or purchase from through what they see online. They may see an offline ad or get a referral for your business but will look online to learn more about you. You will likely lose that job if you don’t have reliable information about you online or only outdated information.
- Your provider can set up your digital marketing channels to reduce the likelihood of getting spammed or scammed. Some coaching can also help you see and avoid it.
- When evaluating the affordability of your digital marketing, consider how many new customers you will need to cover the cost at a minimum and the likelihood of getting those customers.
Also consider:
- Your competitors are using digital marketing. Social media and email marketing are great ways to stay engaged with existing customers and avoid losing them to a new supplier. In some industries, generating a new customer costs five times more than retaining an existing one.
- Your digital marketing channels are a valuable asset to the company if you want to retire and sell the business.
Some tips for getting started with digital marketing:
- Be realistic about your resources – time, money, etc.
- Find a digital marketing agency, freelancer, etc., that works with businesses like yours and understands your needs. As you may depend on them for ongoing management of your channels, ensure that they are people you’d like to work with in the long term.
- Ensure that your provider will provide any coaching or training needed.
- Click to read my article: Get Results, Not Regrets: How to Build a Successful Relationship with Your Digital Marketing Agency
Because I like challenges and think these small businesses are essential to our local economy, I’ve opened up some capacity to do more work like this. We will determine what you need, can realistically manage, and create a plan that will work for you.
Get more insights!!! Listen to this episode in the player above or search for “Building Success Stories with Ann Donnelly” on your favorite podcast platform. Click here for a list of podcast apps where you can listen to our podcast.
Take action!
📍If you are not using digital marketing for your business, review the points above and consider if your reasons stand up to the possible benefits of gaining new leads and clients online.
📍Email admin@anndonnelly.com with your findings and any questions, and get a quick evaluation from me!
📍If you have a friend or family member who does not use digital marketing for their businesses, send them a link to this article!
If you enjoyed this episode and found the information useful:
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Click here to visit AnnDonnelly.com and book a call.
