My business has been making me wonder lately. Making me question our methods…making me wonder where I went wrong…AND they are making me angry because my expectations on various products and how they would see isn’t panning out as easily as we predicted. Sound familiar?
I figured that by this time things would be different. Marketing would be “working” and the ticker tape would be flowing…but while sales are happening, the overnight sensation that I expected for resources like Warning Signs and Right Side Up are slow going. So like any other entrepreneur I question what am I doing wrong. I’m sifting through the details looking for the reason that things aren’t working like I “think” that they should.
And what am I noticing? That sometimes the answer isn’t in the details. It’s in the action, or lack of action in the right places. Let me explain…
As an online business owner, I have fallen into a trap – the “technology trap” as I call it. I love the convenience of working at “all hours”. I love the ease and “busy”ness of Facebook, twitter and email. And I love the potential of reaching out to untapped markets through the internet…
But what I am realizing is that it isn’t all wonderful. This “trap” has actually created a false sense of reality. Because of the instantaneous nature of the internet, we think that sales, turnover and conversion rates should be just as instantaneous. We think that all we have to do is put it out there, and move on to our next “creation”. But that isn’t how it works.
Driving traffic, letting the “world-wide web” know you are open for business, and making the most of the “relationships” you have developed on the social networking sites all take time, consistency and EFFORT.
So how do we overcome the downside of social media marketing?
Here are 3 tips:
1. Remember technology & social networking isn’t a replacement for consistent and targeted marketing efforts. It is something that will enhance your efforts not replace them.
2. Set Realistic Expectations. Just because we live in an instant access culture, it doesn’t mean that sales will be instantaneous as well. Clients and consumers in general are much more hesitant to purchase online products from someone they don’t know and trust, and relationships take time. I’ve talked about expectations in life and how they can sabotage us and it goes for your business as well. Realistic expectations will save you a lot of stress.
3. Recognize the small gains are important and set you up for that tipping point of success. I can’t stress enough how important it is that you don’t be so quick to move on to the next best idea. Like relationships, it takes time to build your brand and customer funnel, it also takes time to fully develop a marketing strategy and rollout for a particular product/service. Set short-term goals, improve visibility and watch for increased traffic and engagement because these are all indicators that you are on the right track!
The biggest mistake I and other entrepreneurs make is that we move onto something else because we aren’t seeing an instant return on our efforts. “Success” is measured in so many more ways than the end result and we need to understand that it really doesn’t happen overnight.