It’s officially the holiday seasons, which means it’s gift card season for many of you.…
If you’re constantly trying to get in front of new clients, growing your audience so you can be seen more and more, you might just be falling into a common marketing trap and it often only creates a vicious cycle that wastes a lot of time and a lot of money.
The key to great marketing is to be efficient in your marketing, not just get in front of more and more people.
So, what I mean by this, is…let me just give you a super basic example.
Let’s say you go to an event and get in front of 100 people. Great. If only 1 of those people books with you, you still got one, but it’s maybe not so great depending on the investment of time and money into that event. If 5 of those people book with you, you were a whole lot more efficient with that time and money, and your return on that investment is much higher, right? We want every, or at least most, of your marketing efforts to give you that 5% booking instead of the 1%…simple enough?
First, it’s pretty important to understand what percentage of your audience is an active part of your clientele. So, how many of those Facebook or Instagram followers have actually had an appointment with you in the last 6 months to a year? How many people on your email list are coming in for appointments? How many website visitors are converting into paying clients? Knowing this will give you a better understanding of what you can expect from your marketing efforts and therefore a starting point to setting the goal to improve that number.
If you can increase this percentage, that means your marketing is getting more effective. You see a lot of people fall into the trap of constantly trying to get in front of new people, growing their audience all the time, and while that’s not necessarily a bad thing by any means, your focus should primarily be on 2 things…
#1: Ensuring your audience is made up solely of your ideal clientele.
#2: Making your marketing as effective and efficient as possible to those ideal clients.
Constantly trying to grow your audience means that you’re basically staring over with each addition or change, so to speak, and likely spending more money, time, and effort laying the groundwork of brand awareness as well as trust and authority building to all those new people. It’s a cold audience; one that doesn’t necessarily know who you are, what you do, and why they would want anything to do with you. You have to educate them on all that stuff first before you ever even think of selling to them. So instead, focus more efforts on effective marketing to your existing audience. It’s a far more efficient use of your time and money. Just like it costs a lot less to get an existing or previous client to book again, than getting a totally new client on the table for the first time. The same goes for the audience you already have seeing your content. Make your content better and your marketing more efficient. And yes, scrap those people who aren’t your ideal clients from your audience and build the audience that you can be the most effective with.