I wrote last week about the “King of Facebook ads” who went from $4,000 profit per day to the poor house — almost overnight.
Poor Guy put all his eggs in one basket (Facebook). When Facebook changed the game, the eggs (and his business) went rotten.
Poor Guy reminded me of a former client who removed email from his marketing mix when social media became the new “Big Thing.”
The client was a consultant whose services started at $2,500 per month.
He figured the Big Thing was just the ticket to market those services.
It wasn’t.
Former Client’s story ends like Poor Guy’s — with a basket of rotten eggs.
But their journeys were different.
Former Client never raked in $4,000 per day in profits from Facebook. In fact, he didn’t rake in anything. He didn’t close a single sale via his Facebook posts and ads.
That’s because Facebook alone can’t do it all for your marketing and sales funnel. — especially if you’re selling business-to-business services such as $2,500/month consulting.
Facebook is great for building brand awareness and attracting leads. But if you want to close a $2,500/month sale, you have to nurture prospects with more than Facebook posts.
That’s where email comes in. That’s where the telephone comes in. That’s where face-to-face meetings come in.
Former Client’s story ends happily. He added email back to the mix.
He used Facebook to attract leads and drive them to landing pages where they opted-in for email.
He used email to nurture and educate prospects and to track who was most interested.
He used the telephone to follow-up with qualified prospects and invite them to meet face-to-face.
He closed sales in those face-to-face meetings.
Lots of baskets. Lots of sales.
Former Client used to post and pray. Post the promotion on Facebook. Pray that the phone rings with a prospect ready to buy.
That’s a recipe for failure even if Facebook doesn’t change the rules.
Former Client got on track when he recognized that marketing works when you employ multiple channels — using each for its best purpose.
Tom
MarketVolt
p.s. Want to learn where to put the eggs? Want help managing those marketing baskets? MarketVolt’s experts can help you devise creative, smart strategies and tactics for your marketing campaigns. We can help you with planning, testing, tweaking, and measuring. We can show you how to do it, or we can do it for you. If you want to learn more, give me a call (314-529-1431 or email me).