Nearly every prospect and client I speak with believes they have to be on social media to build their coaching or consulting business. And those who aren’t fans of social media cringe at the thought they might have to spend time posting, sharing and tweeting in order to get clients and make money.
Email marketing is dead.
I’ve read multiple times about the demise of email marketing. People are sick of email and spam. The new way is social media. That’s where the eyeballs are. That’s where you have to be.
According to a recent study, over the past four years online retailers have quadrupled the rate of customers acquired through email, while over that same period Facebook “barely registers as a way to make a sale” and Twitter “doesn’t register at all.”
The most popular way to get customers online is through organic search and pay-per-click ads (Google).
Granted this research is based on online retailers, but it ought to give coaches and consultants who are marketing online something to ponder.
I’m not convinced social media can be monetized.
This study seems to corroborate my personal experience, and that of my clients, that while social media is good for building rapport and relationships, it isn’t necessarily the best way to attract paying clients. And if you’re not careful it can become an incredible time sucker with little ROI for your business.
It’s always been my belief that you ought to pick marketing activities you enjoy and that are a good match for your business and clientele. And even then, you have to test to see what works best for you, because every business is different.