If I had a dollar for every time a client has emphatically told us that social media is not relevant to their business, we would be millionaires. This is particularly true in the professional services and healthcare space – lawyers, engineers, doctors, dentists, etc..
We then launch into a discussion about how social media works, and how it can be a huge vehicle to not only educate their current and prospective clients about their business but to drive significant traffic to their website.
This is when the real issues surface where the client confesses they don’t understand Twitter, or they “hate Facebook” without ever using either. They’ve essentially made a broad judgment without ever experiencing or using the tools properly. They’ve just decided they don’t like them and that’s that.
At this point, they’re typically red-faced and adamant, and we have to leave the issue on the table to revisit at another time. But eventually, we prevail as we continue to teach them that social media marketing isn’t about them, it’s about the prospect/customer - how they prefer to receive the information, not about how you, the client, prefers to deliver it.
Our point is, you need to look at human nature and how targets in your space behave – what do they read? Where they hang out? What they listen to? You have to understand your targets and provide them with relevant content they will appreciate in their space. Educate them about who you are and what you have to offer, as well as share your knowledge. This will not only elevate you as a thought leader in the space, but also break down psychological barriers and create a familiarity that will move the sales process along more quickly.
Bottom line, it’s not about you, it’s about them. So when you’re considering social media as part of your marketing strategy, and you’re resistant to incorporating it as part of your delivery platform, remember that “it’s not you (marketers), it’s me (you)” that’s causing the problem. Get out of your own way, and let the marketers do their job. Your stats will soar, and your sales team will be very happy. Give us a call if you need to understand how all of this works, we’re happy to guide you through the process.
