I asked my email list to share their biggest marketing challenges with me. This is the first response I got from that survey.
“Do not believe in face book crap as it is invasion of privacy and does not get any positive results so do not use it. My clientel are older and do not use smart phone and the like.” ~ Anonymous
Whooo-wheee. This is a doozy. Let’s break it up into a couple of parts and address them individually.
“Do not believe in face book crap as it is invasion of privacy and does not get any positive results so do not use it.” Yes, Facebook is very invasive. And yet, it’s no more invasive than your mobile device which tracks your every move, your dna, and a thousand other items – the sharing of which with a reporter made [need name] labeled a terrorist.
In marketing, it’s not the medium you’re using, it’s not the channel so much to start out with, as it is your messaging. Facebook is like just about any other marketing media. If your messaging is on target, then it resonates with your market, and they WILL respond. If your messaging is NOT on target, then yes, it’s a waste of time and money.
I call it “Black hole marketing.” It’s akin to opening your wallet over a black hole. Your wallet is now empty, and you’ve nothing to show for it. I’ve been there. We’ve all been there.
“My clientel are older and do not use smart phone and the like.” Unless your clientele are completely incapacitated, and comatose on their death bed, they’re using mobile devices. They’re on the phone. They’re texting. They’re on social media. And if they are so old they can’t – their caregiver, who you’re now targeting, which is often their child, IS.
How do I know? Because I see them. I saw my mother, until dementia took her at 90, using a tablet, and on Facebook. This is a woman who NEVER used a computer, NEVER-NEVER-NEVER. She retired after 45 years as a nurse in the mid 90’s, relieved that she now didn’t have to stress about not knowing how to use a damn computer. Don’t believe for a single moment, that just because somebody is “older” that they are not on mobile, and that they are not on social media.
HOWEVER, if you’re doing well off facebook, kudos. Most people these days don’t know how to use means other than social media these days.
98% of all marketing problems I see are due to a lack of understanding the client avatar. This results in two primary issues, as demonstrated by this problem:
the marketer doesn’t know the messaging to use. This is the problem, the pain, the “will-somebody-please-fix-this-for-me-now” problem that they solve for their prospect. Figure that out, articulate it the way THEY do, and you now have their complete (albeit momentary) attention.
Follow that problem with the result they are looking for, again, articulated in their words, and you get the “Take-my-money-now!” engagement reaction.
Avatar work IS indeed hard work. How do you find those people, how do you connect, how do you ask them these things, this takes work. But its work that most are completely unwilling to do, and when you do it, it pays in spades.
Now that you have your messaging, it almost doesn’t matter what media you use. True, one place may be better than others. So yes, use them. If you’re targeting business people, guess what – you have the right messaging, you’ll get them on Facebook, as well as LinkedIn.
What do you think? What is your experience?