Sometimes, we online marketer types get lazy. We look no further than our tweet streams and our email list for new clients/customers. And when we don’t find them, we scratch our heads and wonder what’s wrong.
I call this fishing off the back porch.
Fishing off the back porch
If you’ve got the best bait, the best rod and reel, and a lot of experience fishing, that’s wonderful, but it won’t matter if you’re casting off onto your lawn. There aren’t any fish on your lawn (one hopes). They are elsewhere, in the water (one hopes). And that means you have to go to the water to get them.
More so, you can’t just go to any water. You get in trouble for fishing in someone’s pool. I found that out the hard way. No, it turns out, you have to fish where the fish are, where it’s okay to fish, and where the locals know that they’ve been biting lately.
Acquisition Is the Trick
Luring fish in with great bait is wonderful, but first, you have to know where to acquire them. Where are your buyers? Where do they spend their time? It’s quite likely that you might have to branch out your marketing into other spaces.
Whenever I’m written up in a newspaper, I get a lot of emails and messages from people who knew me before I was in social media. These people never make a peep the rest of the time, but if the Boston Globe writes me up, I get a bunch of contact from a bunch of people who never connect with me via Twitter or Facebook (and rarely even email).
There are plenty of fishing holes we’re not looking into but we should. For instance, for all the greatness that digital publishing is bringing the world, when my book is at a Hudson News at an airport, I get offers for speaking. Why? Because the CEO who stumbled onto my book suddenly realizes that his organization needs what I’m selling, and that he should have me in to say a few words to the team. That’s a fishing hole I don’t always get to fish in, but where I get some really big catches.
Get Off the Porch
The simple message today is this: you’re not looking far enough. There are opportunities to grow your business that aren’t right off the porch. We talk about this a bit sometimes at Kitchen Table Companies, and I want you to start thinking about it, too. For every way that you’re trying to reach your would-be buyer, which ways haven’t you tried because they’re not as easy as fishing off your social media porch?
What’s your take?