How many of your clients are real, hardcore fans? I mean the kind that are…
If you follow me on Facebook and Instagram, you probably saw last week that most of my content was removed because someone was reporting all my stuff and my website. It’s since been corrected and it’s all back, thankfully, and while I don’t have proof, I have a pretty good suspicion of who it was, and that competitor has since been blocked. So that’s taken care of, but it brought up a good topic that I’ve talked about before and want to reiterate. Don’t put all your marketing eggs in one basket!
In the real world, people suck. And social media can sometimes really suck too. Really, any platform that you choose to market on can go belly up, can screw you over intentionally or unintentionally, and generally can leave you with all your hard work up in smoke….that’s if you put all your marketing eggs in one basket.
Here’s what I mean by this…
When I do a marketing audit for a business, so I run through every bit of marketing they’ve done in the last quarter or year or whatever, it’s common to see these small massage businesses only have a presence on one or two social media platforms and that’s their entire “marketing strategy”. First, having a presence and posting here and there is not really a marketing strategy, but beyond that, it’s very isolated. If your page gets reported by a competitor or angry client, too many posts go against their “community guidelines” (which is so often BS when it comes to posts from legitimate massage therapists), or these platforms decide to change up their algorithm so what you’ve always done is suddenly not working anymore or your audience is wildly limited, that means your entire marketing strategy is out the window, right?
If you’re gone from social media, are you still able to market?
Do you still “own” your audience list? So are you able to still contact these people you’ve built this online presence and reputation with? Are you able to communicate with them in any other way? Or are you screwed?
Thankfully, my Facebook and Instagram presence is only about 1/3 of my marketing, so while it was a hit to have my stuff yanked down for a week, it wasn’t absolutely detrimental. And thankfully it’s all restored now, but if it wasn’t and my page was permanently banned or something, I still have other avenues to market in. I still “own” my audience list. I can still put my content in front of those people who want to see it, just in different ways.
So how many different ways are you marketing?
This isn’t to say you should be on every single social media platform or have a dozen different marketing avenues; but you absolutely need to diversify your marketing so that you keep your audience, you have multiple points of contact for them, and can easily adjust your marketing to make up for whatever situations may arise. That’s what makes your marketing effective in the long term; you’re not solely dependent on someone else giving you a place to market.
And by the way, if you want someone to help you work up a thorough marketing strategy for your own business, check out the Business Consultation Service. I’d love to help you put that together!