Don’t rely on social media to get your content into your prospect’s hands

Hugh MacLeodI went to a social event this past weekend. There were about 250 people in attendance.

Stephanie and I, of course, shared some commentary and photographs to our various social networks, but realized later that a majority of the people in attendance were not active on those networks.

It was weird for us to acknowledge that a room full of our contemporaries isn’t active on Facebook.

Of course, you already know this. Chances are if you are reading this, you are at least somewhat active on the interwebs. But there are still a lot of people that are not.

But that doesn’t mean they aren’t active on THE INTERNET. Most people these days, even cavemen, do email and can click on a link to view something on the web.

Here’s the point:

You can tell me that your prospect isn’t active on Facebook. Or Twitter. Or LinkedIn. Or Google+. Or blogs. Or RSS. Or whatever.

But don’t tell me they aren’t active on email. Or do not have the ability to view a page on a website via the internet. Hell, there are more people with access to cell phones than have safe drinking water.

Most people use as their excuse, this notion that their target market isn’t active on various social networks as a way to get out of creating digital content.

They are wrong. And foolish. And if that’s you, shame on you.

Actively creating educational content for your customers and prospects is a WHOLE LOT different than being “active” on Facebook.

You can still write a blog post, you can still film a video, and you can still create an email autoresponder campaign…

…and send the DAMN LINK direct to a prospect for their consumption and education.

I create specific content (this post included) with the sole intent on educating a specific person. Once I publish the post, I email a link (with additional description and context) to the intended target. I then follow-up to see if they have any questions.

I don’t publish to the blog hoping and praying someone will find it. Of course, that happens to (but that’s gravy, and that’s how your audience grows).


Speaking of content, sign-up for my FREE workingman’s content marketing course!

Drawing by Hugh.

  • Beth Bridges

    There’s a story about a consultant who wrote an entire book with a target audience of just five people in mind. He wrote the book, had it published (self? not sure) and mailed a book to those five. One of them turned into a million-dollar client.

  • Todd Schnick

    all content, in my opinion, should be written with just a few people in mind. but, you know that if it solves a problem for that small audience, it will likely solve a problem and answer a question for a broader one too… thanks for sharing beth!

  • Jay Oza

    Good comment.

    That is content and context marketing on steroids.

  • Todd Schnick

    agreed jay.

  • Robert

    That is the reason they invented the phone. I know many, many buyers and prospects that will never check email, read a blog, post a tweet, or like a page. But if you call them, they will almost always answer, and if not, they will return your calls. Know your prospects and master the universe.

  • Todd Schnick

    i agree with you robert, about the phone. the phone and a hand-written note are still very effective. thanks for reading!