Part 2 of 5: Is Facebook and online media your Friend or Foe? If so, what to do with it?
In the previous post, I was discussing the challenges Mr.Tan faces.
In summary, he is more intimidated by the operation and possible backlash of website and Facebook that he rather stick to his traditional marketing methods (product and service listing booklet, name card distribution and word-of-mouth referrals)
All of these are unpredictable, unaccountable and sometimes not scalable.
So, I was thinking about it on and off over the week.
Yes, this is very traditional and I won’t push for total transformation to online avenue for marketing. Let’s build on what he already feels safe and sure. First.
1. Good work! Carry on and then more…
a. Giving Name card.
Add in a website and Facebook link. Encourage to join the mailing list for long-term relationship sales.
Having met and time spent means investment in relationship has already started. Chances are much higher that the website be visited and to join the mailing list (if there’s an absolute value in doing so)
Since the name card is meant to be given out, might as well make it obvious what you want the receiver to do that can be beneficial to them.
Else, it’ll go straight to the card holder till they remember and want your service. Be active (invite them to your site and join your list) rather than passively praying (wait till they want you)
b. Product and service listing booklet
This channel is working well for Mr.Tan, reaching directly to his intended customer. What can be done to welcome the reader to his world, not leaving to chance, so to speak?
Add in a website and Facebook link and encourage to join the mailing list for long-term relationship sales. The best is to do all the above.
However, if only one thing can be one, direct the reader to join the mailing list as Mr.Tan will be in control of the frequency of the conversation.
We are all busy people. We may see a service that we like but may not immediately act on it due to whatever reason (at work, over dinner with family etc.).
So the next best thing Mr.Tan can do is to offer a way for the reader to ‘bookmark’ his service.
As long as the reader is keen and acts upon your Call-To-Action, he/she is already at least a warm lead.
Same as the name card.
Let the listing booklet be actively encouraging the reader to do something rather than having the booklet chuck aside in the store room or coffee table until further notice.
Make full use of the listing booklet, make aware of your beneficial newsletter and get your potential customer contacts and info.
To do, 2
If Mr.Tan is optimistic enough to assume that the reader will find the booklet again to look for his service when required, why not even assume that there will be people who wants his service NOW!
Have a special offer to his service if the reader contacts him within a month of the publication.
Humans are mostly procrastinator where home improvement is concerned.
Until the leaky tap is serious, it can wait.
Either that, we want to look around a little more for the better offer.
So why not give the reader a little incentive to act now?
What that, I’ll end part 2 fo 4 of this series. I’ll carry on next post with 3 MUST-DO options to begin the journey of increasing traffic, and ultimately sales.