I confess, I'm on a crusade. Too many business owners are struggling and merely surviving when they should be thriving. Too many people are leaving corporate jobs to start their first business and failing. Too many people are treating social media as if it is magic beans.
I call it 'Committing random acts of social media'.
I don't know how else to describe it except that they are 'putting the cart before the horse'. Or let me put it this way:
If Facebook (or Twitter or blogging or LinkedIn) is the answer then what exactly is the question?
My background and experience cause me to first strive to understand the problem, then pick the tools and/or techniques that best solve that problem. When it comes to social media, most business owners are doing exactly the opposite. They are energetically operating the tool (Facebook, Twitter, etc) and hoping it will have a positive impact somewhere. They are flailing. They are committing random acts of social media. And expending untold amounts of time, energy, and money in the process.
How about if we try a different, more analytical and methodical approach?
I prefer to start by focusing on your customer and their journey from complete stranger to paying customer. Some people call this the customer's buying process. I call it your customers' Buyer Highway. I've developed a framework (hence the name Buyer Highway Framework) that allows us to put that buying process under a microscope and analyze it.
By doing so, we can learn what you are doing that works, so that you know to do more of it. We learn what you can stop doing because it has no effect. We learn the issues that are causing your prospects to get derailed, or causing them to abort the journey prematurely.
Then we work together to develop specific solutions to the specific issues revealed by that analysis. Suddenly, you're using social media with precision. More like a surgeon's scalpel than a broadsword. And because each activity is now tied to a specific issue (such as too many prospects say "I'll have to discuss it with my husband; and then never come back) you'll be able to easily measure their effectiveness.
ROI comes when you focus your marketing efforts on
activities that directly impact your customers' buying process.
To learn for about the Buyer Highway Framework and to attend a free webinar, visit my new website:
