Social media is not a marketing strategy
Digital marketing is a key component to any holistic - well-rounded - marketing strategy. You definitely, definitely want a website, and your community may benefit from a social media presence for your brand, if you provide them with valuable content.
But it’s also a crowded space. Fighting the algorithm, generating catchy and valuable content amidst millions of others doing the same, cultivating community and staying connected, is tough business. Exhausting, really. And depending on your business, it’s likely not going to be your biggest sales funnel, anyways.
It all starts with having a crystal clear vision of your aligned client, and a deep understanding of who they are. Why do they need what you offer? What potential benefits may they experience? What do they care about? Where do they hang out?
The deeper your understanding of who your client is, the easier it is for you to reach them. You’ll literally know where to find them. You should at the very least understand their demographics - how old are they, where do they live, where do they work, how much income do they generate, do they rent or own, do they drive a car or take transit, do they have kids, pets or both? What do they purchase - what brands are they wearing, what do they smell like and where do they purchase these things? Where do they spend their spare time? Do they listen to the radio? Do they watch the news? What’s going really well in their lives? What are they worried about?
If you don’t know them, you won’t reach them.
‘No problem, Giulia, I don't need to know them that well because I actually want to reach EVERYONE!’
Do you, though? Have you really never had a ‘bad’ customer, who gave you a real run for your money and then complained afterwards? How about the ones that never paid you? That one who totally ruined the event for everyone else? A ‘bad’ client can really make you question how much you love the work you do!
Now think of your favourite client. The one who is always happy, would pay more if they needed to, tells their friends about you and truly reaps the benefits of your offer - and shouts about it from the rooftops.
Would you like to have more favourite clients and less pain in the ass clients? Then you, my friend, need to gain more clarity on who your aligned client is, so that you can attract them - and repel the others.
Consider the average customer journey - you won’t always make a sale on the first interaction. Your customer isn’t always ready to purchase the moment they discover you. Often, they first discover your brand. They quickly decide if they like your brand, and over time they may come to trust your brand.
If your brand can win their trust, and you stay on their radar, you can bet that when the time comes that they need and are ready for your product or service, they’re going to remember your brand (now make sure it’s easy for them to find you, and make the purchase!).
This means that your marketing strategy needs to account for getting in front of new, aligned potential clients, staying in front of them, earning their trust and being there for them when they’re ready.
A digital presence is a huge asset in your marketing strategy - generate mindful content that attracts, engages and builds trust. But how do you do that offline?
Get out into your community! Are there ways that you can reach your targets with a free offer? Maybe it’s a free workshop, maybe it’s a free download via a QR code on your branded flyer on your local health food store community board. Maybe it’s free samples to attendees of an event where you know your aligned client is attending. Maybe it’s a sample jar on the counter of your local indie cafe.
Depending on your business, you may even want to host, co-host, or vend at events. Consider a booth at local markets if your aligned clients shop there. Consider doing a talk at a local event that your aligned clients might attend. Too shy for that? Consider donating a gift basket to be raffled off at the event!
It can even be as simple as getting out to attend events and meeting people there - they call that networking!
Unless your business operates entirely online - which is totally possible and totally awesome! - you want to have solid offline marketing considerations in your strategy. Even PinkCherry ( https://www.pinkcherry.ca ), a totally online retailer, has highway billboards!
Have more specific questions related to offline marketing for your brand? Reach out to me on social media or shoot me an email!
