Marketing That Sells: Beyond Social Media

Marketing That Sells: Beyond Social Media

In today's digital age, it's easy to conflate social media presence with a comprehensive marketing strategy. Social media is just a tiny sliver of the marketing pie.

The Misconception of Social Media as a Marketing Panacea

Most people believe that social media is their marketing strategy. They invest time creating posts, thinking this is enough to scale a business. But here's the truth:

"Most people think that social media is their marketing. That's all they do. And it's not. It's only like 10% of what you should be doing."

Why Social Media Alone Isn’t Enough

While social media platforms are powerful tools, they only make up about 10% of your marketing efforts. The idea that by merely posting on social platforms, you can effectively grow your business is a significant misunderstanding.

Consistency Is Key: Visibility Challenges

It’s often heard: “No one's seeing my posts.” This might be because you're not being consistent. Notably, Facebook only displays about 7% of personal page posts to your followers, whereas a business page offers unlimited visibility potential.

The Business Page Advantage

A business page should be a cornerstone of your digital strategy. Not only is it essential for advertisements, but it's where your brand identity takes shape, separate yet connected to your personal profile.

Understanding Marketing vs. Advertising

It's crucial to distinguish between marketing and advertising to develop a comprehensive strategy.

The Distinction

Marketing is the overarching plan—a roadmap for growth—whereas advertising represents the tools to execute that plan.

The Importance of a Marketing Plan

Businesses run effectively when they operate with a structured plan, typically divided into four quarters annually.

Creating a Quarterly Plan

A quarterly marketing plan serves as a strategic guide for the first three months of the year. Without a robust plan, businesses drift without direction, trying to grasp what steps to take next.

Step-by-Step Guide

Draft your quarterly marketing plan. This plan will be your foundation, guiding you through the upcoming months.

Progress to a monthly plan. As confidence grows, refine your strategies with more granular monthly plans to adapt to market changes swiftly.

Essential Marketing Tools

The tools used to execute your plan include:

Facebook Ads

Canva

YouTube

Social Media Platforms

Misunderstanding the Role of Tools

Far too often, people mistake these tools for the entire marketing effort, but remember, they're merely vehicles to execute your pre-existing strategy.

Budgeting for Success

A successful marketing effort requires a budget, accounting for both time and money—valuable commodities in the business realm.

Why Budgeting Matters

Free ads on social media might appear to save money, but they still cost time, a resource you can't earn back.

Balancing Time and Money

Money might be recoverable through transactions, but your time, once spent, is gone. Allocate both resources wisely to maximize efficiency.

Marketing: A Comprehensive Strategy

Marketing is more than just selling products; it’s about creating valuable transactions. It encompasses:

Branding

Pricing

Customer relationships

Transactions: The Core of Business

The primary aim is to facilitate transactions—moving money from buyer to seller. No transactions mean no business.

From Attraction to Conversion

Once you've successfully attracted potential customers, the real test comes: conversion.

Visitor Conversion

The ultimate goal is not just to lure in visitors but to convert them into paying customers. A beautiful website means little if visitors don't take action.

Funnels: The Pathway to Action

A well-designed funnel is not about aesthetics; it’s about function—guiding visitors to become customers.

The Business of Collecting People

My role is straightforward: collect people and turn them into transactions. It's a business of persuasion, convincing visitors to cross the bridge into becoming customers.

Shifting Perspectives on Business

Change your outlook on what your business does. It’s about bridging the gap between customer and service through strategic marketing.

Building Bridges

Your marketing strategy is that bridge. On one side, potential customers. On the other, your services and products. Your job is to guide them across.

Conclusion

The key takeaway is broadening your perspective on what comprises an effective marketing strategy. It's not just about social media or advertising; it's about thoughtfully crafting, budgeting, and executing a comprehensive plan that moves businesses from mere presence to active, profitable transactions. With the right strategy, supported by effective tools and a proper budget, your business can achieve sustainable growth and success.