Marketing Without a Net

For sheer reach, it’s hard to beat social networks as a marketing tool. Houzz alone boasts 35 million users, Pinterest 100 million. Lots of possible clients are browsing there. Of course, for that very reason lots of competitors are lurking there, too. You are just one of tens of thousands or hundreds of thousands of service providers hoping to attract the attention of a maybe would-be customer out of all those casual viewers and DIYers trawling the photo galleries for ideas and inspiration.

Call me old fashioned, but it’s my belief that the best way of attracting and obtaining clients still is through one-on-one, person-to-person interaction. You have a better instinct than some algorithm as to who is a promising and suitable client for you. You have the experience to know whether that person is serious about undertaking a project or just fishing for some free design advice. Moreover, people want to do business with someone they know, have confidence in, and trust. It takes time to develop those kinds of relationships, especially time spent face-to-face. Even if that person turns out not to be a prospective client, they may be a valuable referral in the future. You can’t get that kind of ROI on your marketing dollar by exchanging a few emails with a stranger.

Now is a perfect time to connect with former or prospective clients and arrange for some valuable one-on-one conversation. There are usually lots of opportunities for socializing. And because this is the season for renewing old ties, there is no pressure in making a phone call or setting up a lunch or dinner date to catch up with one another. So this holiday season try marketing without a net – a social net, that is. It’s one of the best things you can do now to benefit your business in the coming year.

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