I see a bunch of questions on social media inquiring about “how to build your clientele”. A definite legit question however, I’ve noticed many answers are always related to being active on social media. How many likes you get, how many followers you have.
The reality is, there are many Technicians who began their career in this industry later in life. Believe it or not…not everyone is social media savvy. Not everyone has the time it takes to continuously market on social media AND, let’s not forget, not all of your clientele is guaranteed to be ON social media.
WHAT DO YOU DO?
- Before television – everyone listened to the radio
- Before automobiles – you walked
- Before amazon – you went to a brick & mortar store
- Before cell phones – we had a house phone
- Before computers – we had books
Life evolves and I do believe we have to evolve with it. However, I don’t believe we do away with where we came from nor forget the value of human connection. NOT through a phone or a screen…..real – true human connection.
One of the statements I use a lot in my classes or when I’m speaking is sharing how during my days in the Salon, my “telephone directory” ads cost me $1700.00 per month. Mind blowing.
Yet, my husband made a great point the other day. Add up what you pay for SEO (search engine optimization), graphics for marketing, our website etc and we aren’t too far off that amount…in fact, it’s even a bit more.
Point being….Marketing is not an inexpensive expense in our Business. However, it is a necessary evil.
There are many avenues of Marketing. Yet, every email which comes across my desk, only covers Marketing when referring to Social Media. I’m sorry…..I believe there are so many more ways to market our Businesses. You may not get likes or followers and as I said in my opening, there is a market for clientele who don’t even know what social media is or at least doesn’t know how to use it.
Are you leaving them behind?
Moderation; the avoidance of excess or extremes
I’m sure you have heard this. “everything in moderation”. A little of this, a little of that gives us completion.
I went back to my memory database (believe me, this was difficult LOL), to think about the Marketing I did when I owned my Salon. Some may seem archaic to you now, some may spark an ahah moment. Regardless of what you get from it, these are still viable ways to market your Business, grow your Business and get your name around town!
- I’m can’t commit to say this was the #1 thing that brought me in a ton of Business. What I can tell you is this certainly built relationships. Relationships in fact, I can say I still have today. NETWORKING!
For as many years as I can remember, I belonged to a network group. This is a group of people who meet for the sole purpose of Marketing their Businesses. They get to know each other and their Businesses in hopes of Business referrals.
You can become very creative within these groups. One time I performed a facial (all through dimmed lights, lit candles, soft music and “speaking” through it). It was one of my very best moments and scheduled many appointments before the end of the meeting.
Belonging to a Network group also helps you build confidence. You learn how to master your 30 second commercial. With each meeting you just get better and better.
The great thing about these groups, you aren’t just marketing to your immediate crowd. THEY share your info with family and friends and other marketing groups they may belong to. Referrals, referrals, referrals.
This is a great way to introduce yourself to a group of people and a very large variety. Community events not only bring Business people, they bring extended family members as well.
We have done booths at the American Cancer walks. We have showcased at Health fairs. We have presented at Church functions…just to name a few.
These community events grants you the opportunity to get your name out into the public arena.
I can’t even remember all the Businesses we were affiliated with.
Many larger Businesses would host health events for their workers. They would bring vendors in from all over the community for showcasing and discussion of health topics. Our favorite at these events were paraffin dips. It typically drew a lot of attention because people were walking around with mitts on and everyone wanted to know why.
We took this opportunity to promote our retail items as well. And, we usually offered some kind of 1st time discount for them to visit our Salon.
We always did very well at these events.
When marketing these events, preparation is very important.
- Who is going to represent your Business?
- Will you be offering a discount code?
- Will you contribute to a door prize?
- Is your signage appealing?
- Are you doing something at the event of interest?
- Marketing materials such as Business cards, flyers etc….are they up to date?
Presentation, Professionalism, Preparedness are all key’s to success.
Swinging back around to social media, don’t get me wrong. It is a necessary evil in today’s world. However, don’t limit yourself.
Be careful also with your social media accounts. Are all your likes and followers potential clients? Are they organic? I have found many, many, many and many of these are from out of the Country or from other Industries which, will not benefit growth of our Business at all….you have to determine if it will benefit yours. After all, time is money. You have to figure, is the time you spend on social media, reaping you rewards?
My two favorite marketing strategies, Networking Groups and Business events unfortunately is not conducive to my Distribution Business. Albeit, I do miss them. I miss the interaction with like Professionals and the friendships I’ve gained from being a part of these groups. In fact, I still maintain GREAT personal friendships with several people I met and my Dentist is someone I met in a group over 30 years ago. The gain for sure out weighed the time and effort I put into these groups. I grew my Business through community interaction!
I encourage you…step out of the box and broaden your horizons. You just might be surprised at what you find.