What’s the most important thing when it comes to growing your business? Is it the amount of money you have in your marketing budget? Perhaps it’s your current customers? Maybe it’s developing a new product line or USP.
The reality is there’s no one right answer. There are plenty of things you need to take into account, and must stay on top of if you really want to make a massive impact and take home the lion’s share of the potential market.
However, one thing I find that often gets overlooked is referrers.
When I talk to business owners looking to get in to social media marketing they often want to focus on their target audience – the people they can immediately sell to. Of course these people are essential to the success of your business; without these people you won’t make money. However, you don’t just access these people from direct sales. You also rely heavily on word of mouth. And if you don’t currently, you should.
Advertising costs money.
Marketing costs money, and a heck of a lot of time.
You can’t necessarily avoid either of these expenses, but you could add to it for free if you utilise the power of your brand ambassadors.
Last week I had a chat with a woman who runs a domestic cleaning company. She is doing well enough for herself, has 25 members of staff, and isn’t exactly panicking over how to pay her bills at the end of the month. However, she’s the first to admit that sales are stagnant.
She doesn’t spend money on adverts, but does three separate networking events in her local area which takes up over 10 hours of her time each week, and costs her over £300 per month. When challenged, she admitted she didn’t get as much back as she’d like for her efforts to be cost effective.
When challenged further, she confessed she did get “leads” from her networking colleagues, but by the time she got them, and had a chance to react to them, they’d gone cold. Further discussion lead to her realising part of the problem was the fact her networking buddies couldn’t easily tag her in to conversations.
For example, one night her colleague saw that a friend had posted on Facebook looking for a recommendation for a cleaner. Dutifully he had posted the right contact details – but as the company in question didn’t have a social media presence he was only able to supply a mobile contact number.
When that number is placed in a list alongside tagged Facebook company pages, which provide all the information a potential client might want, along with photos and independent reviews, it can’t really compete.
It didn’t take long for the woman in question to realise that relying on word of mouth without social media wasn’t really working for her as well as she thought it would.
No matter what your primary focus is when it comes to advertising and/or marketing, social media adds to it. An up to date account, full of interesting information, reviews, photos and other contact information provides your business with credibility. It gives people an easy way to get in touch and keep track of you.
If you don’t bother with social media, the people on it won’t bother with you.
It really is that simple.
To find out more about how social media could benefit your business please get in touch by calling our hero hotline: 0161 883 2024, emailing firstname.lastname@example.org or messaging us via Twitter or Facebook.