Marketing is a numbers game. Unfortunately many solopreneurs are focused on the wrong numbers.
Having a lot of Facebook likes, Twitter followers and LinkedIn connections may make you feel like you are popular. But you can be popular and broke if you don’t know how to convert that attention into real leads which you can turn into real sales.
This idea of thinking that MORE is better has been showing up in almost every conversation I’ve been having about marketing in my Content Into Cash Flow sessions. Having bigger numbers; more Twitter followers, Facebook friends or likes, etc., only matters if you know what to do with people after they connect to you.
Attracting more followers and friends is a bright idea. A brilliant idea is having a marketing plan that makes converting leads into customers a priority.
Let’s say you work really hard to get 1,000 new followers on Twitter and 500 more likes on your Facebook page. You ask everybody and anybody you know to connect with you. You post really cool graphics, awesomely inspiring quotes, and really cool videos. At the end of the month you feel like a marketing genius with all the visibility you have been able to get. Now that you’ve gotten their attention, you believe that all your new followers and friends will buy from you when you post a link to your new ebook. You are so excited thinking about all the money that’s going to be rolling into your PayPal account. You excitedly wait for the sales to start rolling in? But they never come in. A few people liked what you posted, they may have even shared it or retweeted it. But your actual number of sales was gravely disappointing.
What happened? You made a costly assumption that because you have captured people’s attention on social media, that they now know, like and trust you enough to spend their hard earned money on what you are offering. Here are some additional examples of faulty thinking when it comes to marketing products and services:
You think: If I post something on Facebook, everybody sees it and knows about it.
- Truth: Only a percentage of your audience actually sees what you post on your page, check your Facebook insights to see what’s actually happening.
You think: People liking my posts means they will come to my site.
- Truth: You need to validate that by tracking your analytics to find what percentage of your traffic comes from social media?
You think: The people that come to my site, are going to buy my products and services.
- Truth: Check your bounce rate and exit pages: If they do click on your site how long are they staying on there and once they are there, do they go to your services and products page?
You think: If I just had more likes, followers, friends, and connections – more people would know about my business and more people would buy my products and services.
- Truth: Just because people like you, share your content, or even visit your website, that doesn’t mean they trust you enough to invest in your offerings.
Click to Tweet: Visibility is great for celebrities. If you are an entrepreneur you need to be able to convert that visibility into sales. Which means you need to have a) something of value to sell and b) an audience that is willing and able to buy what you sell.
If you are out there trying to get seen or “get your name out there,” but you don’t have a clear ideal audience to market to and a results producing product or service to offer them, you are starting at the wrong end of the road. Don’t put the cart before the horse. The best foundation you can give any of your marketing efforts is knowing who your audience is, what problem they are willing to pay you to solve, and how long it will take for them to decide to buy from you over all the other choices they have out there.
Does size matter when it comes to marketing? Absolutely!
Your job is to figure out how to make the number of conversions from likes to leads to prospects to paying customers bigger. If you want to grow your bank account and not just your popularity, invest in learning which marketing numbers really matter to the success and profitability of your business.