If the medium is the message, as is so often quoted, what are you saying when you aren’t using social media to speak to your audience? Click here to listen. Exactly, you aren’t saying anything.
Using only traditional methods to increase awareness about your product or service (telephone, print, face-to-face) could be hurting your business because there’s a whole other demographic out there that prefers to meet and research online before they buy. Many of them don’t pick up flyers, read billboards, attend networking events, or avail themselves to cold calls.
Try to meet your potential clients where they are. Respect the time and preferences of your audience, and provide them with a communication line they’re already using. Don’t make them seek you out in ways they aren’t used to, because many of them just won’t do it. They’ll patronize the business who makes their lives easier, not difficult.
Now, I can hear some of you saying “Yes, but Cara Lynn, none of my clients are using social media,” and that might be true for now but where are tomorrow’s clients hanging out? My bet is they’re online and they’re using some kind of technology to communicate. Fish where the fish are! If your potential clients really aren’t online yet (although I’m not sure who this would be, honestly) then you have some time to set up shop, work out the kinks, and be ready for them when they start looking for your products or services on the internet.
Offering current and potential clients an alternate communication method says “I care”; offering them one, say print or telephone, says, “Do it my way.” Which business would you rather support?
Let me know in the comments below!
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