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The Fatal Marketing Presumption With Social Media Training

Wednesday, September 11, 2013

Each day I receive notice for another social media training workshop be it for LinkedIn, Facebook or Twitter. Yesterday a potential customer (a.k.a. prospect) contacted me about if he should attend one being offered by a local social media expert and business coach. Believing in never knocking the competition, I suggested that many of these learning or training engagements be them a social media class or seminar or even a college course presume that you have an effective website. Further conversation with this potential caller revealed he was not happy with the lack of traffic to his website. And this my friends is the fatal marketing presumption.

Until this obstacle (an unfriendly website) is removed then learning more about social media will probably not secure the results you want. Within this marketing strategy, the ultimate goal is to drive traffic to your website. If your cyberspace storefront is not key word rich, easy to navigate, ladle with fresh content, you will have visitors who stay less than 10 seconds and how exactly does that increase sales?

Now efficient and effective for me is defined as doing things right and doing the right thing. With respective to a website, this translates into a quality, content and keyword rich that delivers high traffic and eventually more profit regardless if the business is engaged in selling services, products or a combination of both.

The majority (at least 50%) of small business owners including single office/home office entrepreneurs who have websites have invested hundreds if not thousands of dollars to create and maintain them. Yet, these hard working entrepreneurs are receiving little to no traffic and the situation is not improving.

Through free trending tools such as Alex.com and Compete.com, businesses can begin to rectify that situation by comparing websites within similar industries. For example, my own sales blog and the website for my business receive considerable more daily unique visitors than the majority of other business coaches, executive coaches and organizational consultants with whom I interact.

Now I am not a "tekkie" person. If fact I am technology challenged. However, during the last 5 years, I have invested thousands of hours to improve my website on my own time. This improvement can be traced directly back to my business action plan and how I dramatically revised both my marketing action plan and sales action plan over 5 years ago. In other words, I am not engaged in spraying and praying my activities with the hope that something will stick.

Five years ago I had one of those I could have had a V8 moments or what I call a Swedish FHEM (flat head experience moment). Being a single office/home office entrepreneur, I had neither the resources nor expertise in marketing. Sure I attended local business networking events, chamber luncheons and other opportunities to meet and greet. However, the results were not in proportion to the efforts being demonstrated. I realized there had to be a better way.

One of my mentors, Ray Overdorff, shared with me if I invested one hour per day in expanding my knowledge of marketing in one year I would become an expert or at least far more knowledgeable. He was on target. In the book, "Outliers", the author Malcolm Gladwell suggests it takes 10,000 hours to be truly successful.

For the last 5 years I have planned my marketing and worked my education based marketing plan by contributing to such sites as:

  • EvanCarmichael
  • EzineArticles
  • NBiz Magazine
  • Post Tribune of Northwest Indiana
  • Sales Bloggers
  • Sales Gravy
  • Top Sales Experts

I am reaping the rewards of my education based marketing efforts because my site is found and continues to attract new visitors each day.

So if you are considering taking any social media training make sure your website is operating at close as possible to full warp power. Then take that social media training to supercharge your marketing warp engines and then you will find all of your efforts truly helping you increase sales.

 

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