Here’s the recap of a discussion that I had with the two partners of a client company.
Client: Times are tough. We’re getting a lot less new leads than we used to because we’ve pretty much worked through our current network of contacts. We want to get involved in Social Media now. We’re ready.
Me: Okay, great. Are you willing to work on it?
Client: Uh, I don’t know. What do we have to do?
Me: (I explained to them a few different and very targeted ways that a company with their resources and current set-up could use Social Media to find their ideal clients, to connect with those prospects, and to turn them into leads and sales as quickly as possible.)
Client: Okay, we’re interested.
Me: Okay, shall we start with one strategy? Your LinkedIn strategy first? I think you’re well-positioned to do that right now and here’s what we could do (insert specific LinkedIn strategy here). Then we could begin working on your Facebook strategy after that.
Client: Well, we were thinking about a website redesign first. To make our site more “project-based” like I see others in the industry doing it. Then we can include case studies of each project and really showcase pictures of our work. That would be really cool.
Me: Well, then you’ll have to decide on your new look, do the redesign, write up those new projects, and then get the photography up. Knowing how busy you two get and the limitations of your budget, that could turn into a very, very long project. How about we use what you have now – which is fine, by the way – I know you regularly get compliments. Then you can get started with the revenue-generating activities starting next Monday! Do you want a new, long project or to have some new leads starting in a couple of weeks?
Client: Uh, you’re right. We really need clients now and I guess we need to work in new ways. Let’s do it!
Me: Great, here’s how we get started…
It’s a choice.
As a small business (or even a big one), you could probably do things to get new leads within a couple of weeks or shorter using your existing infrastructure. Or you could start that in 2-6 months after you get everything just right. Do you need new clients now or several months from now?
It’s time for some tough love!
These particular clients had toyed with the idea of social media and online marketing but had always shied away. They were spoiled by a great network, but those leads have been tapering off in the last 6-9 months.
Three Important Rules that I live by:
1) You Need To Have a A Clear Business Model:
When you reinvent your marketing, you need to map out your new business model. Can you answer these questions?
- Do you know who your qualified clients are?
- What is your method of getting in front of large numbers of qualified clients?
- Do you have a sound funnel to bring them into?
- Do you have a way to capture new leads and to add them to your mailing list (and social media platform)?
- Do you have products or services directly aimed at them?
- Do you have a mechanism (e.g. webinars, 1-on-1 consultations) and the proper infrastructure (e.g. shopping cart, payment plans) for selling to them?
- Does your model fit your current capabilities and situation? If not, what needs to be changed?
2) You Need The Minimum Requirements To Do Business:
Are you set up for success. The last thing we need is for part of the process to absolutely repel your potential clients (like a broken website).
- Do you have a professional looking website?
- Are your products and services properly described?
- Does your funnel flow smoothly from one part to the next?
- How close are you to having the minimum requirements to do business?
- Where are the gaps, what tools can fill those gaps and how quickly can we put that in place?
3) You Need To Map Out Your Fastest Path To Money
It may sound crass, but let’s be up front. You’re in business to get clients, to take great care of them, and to earn an living. Right?
- We all have a lot of ideas and projects, but are these “long cuts” (rather than short cuts) to revenues?
- We all have to be realistic about what we’re really going to get done and how long it will take. Eliminate unnecessary activities.
- Can you draw the shortest line from each activity that you do straight to revenues? If not, what can be cut out ?
Your Actions:
- Map out the business model you’re using now.
- Map out the fastest path to revenues. Does that change the model?
- Assess whether you have all the pieces (minimum requirements to do business).
- Fill those gaps and get started
Rather than 3 months from now, let’s make it happen next week!
We all need to hear straight talk sometimes.
Do You Need Some Tough Love?
Do you find that you’re working on things (social media, blogging, adwords) that don’t seem to be helping your business? Do you feel overwhelmed by an endless list of tasks that seem like busy work? If you feel like a hamster on a training wheel and can’t see a clear path from where you are now to success, contact me here.
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My name is Tom Treanor. I help you cut through the clutter and make online marketing easier to do and more effective for your business. 
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This is the missing piece for so many small business owners. You hear them say things like- “such and such business sent out a tweet and sold out of X in one day, I need to tweet”, or “so and so said we should be on FB too”. Doesn’t matter what the tool is, if you have no idea what to use it for, you are going to waste time, effort and money in one form or another. Having a plan in place, even if it’s just for how to use only one tool to start, is going to get far better results.
Cheryl Pickett recently posted..Your Marketing Mindset: Are You Expecting 50 or 500?
Twitter: rtmixmktg
says:
Yes Cheryl, I agree. So many businesses focus on tactics and feel pressure to get out there and do things on social media. But at the end of the day, if those things don’t tie in with their strategy, it’s a lot of extra work that doesn’t do much for them. Thanks for the comment!
Tom recently posted..Your Company Blog – why it’s still your online marketing hub
Twitter: carmensognonvi
says:
Hey Tom and Cheryl, I think you both bring up some excellent points. Sometimes the shortest path to revenue is something much more simple and direct – like taking a former client out for lunch and seeing what new projects you could help them with.
But as Eric says below – it’s important to strike a balance between short-term and long-term thinking. Sure, taking those clients out to lunch may bring in some dollars today, but if you do nothing on the social media front, you’re gonna be eating your competitor’s dust in a year or two.
Carmen Sognonvi recently posted..Why You Should Do the Thing You’re Terrified to Do
Twitter: JasonAGroup
says:
Really enjoyed this,”We all have to be realistic about what we’re really going to get done and how long it will take. Eliminate unnecessary activities”
Like you just mentioned, there’s a big difference between tactics and strategy. They must both fit and work together. I think there is a great benefit to mapping out where your business is going, and what you plan to do about it. Great write up, Tom.
Jason Anthony recently posted..Balance, Chaos, And Everything In-Between
Twitter: rtmixmktg
says:
Yes, the focus on tactics over strategy can be a huge mistake for a lot of small businesses (or big ones for that matter). Thanks for the comment!
Tom Treanor recently posted..6 Small Business Blogging Myths Debunked
Twitter: AppsBlogger
says:
I think most of us have a tendency to get sidetracked by our need to make something look “better”. As if making it “prettier” will bring in more clients. No, the only thing potential clients are really interested in is whether or not you can deliver what they ask. We only have so much time in a week to devote to generating new businesses. Like you said, it’s a choice. Between redesigning a website and implementing a LinkedIn strategy, you have to choose a marketing activity that’s more likely to have an immediate impact on your bottom line (either by raising revenue, lowering costs, and/or increasing customer satisfaction).
Jeanne Pi recently posted..How to Get Tons of Media Attention, Generate Massive Traffic, and Increase Sales Exponentially – The Ultimate Promotion Guide
Twitter: rtmixmktg
says:
Yes Jeanne. That’s the crowd I was really focusing on here (and I’ve been in that camp). Focusing on getting all of their ducks in a row – which often takes a long time – before they address their business goals and how to meet them efficiently. Thanks for stopping by!
Tom Treanor recently posted..Your Company Blog – why it’s still your online marketing hub
Twitter: ryzeonline
says:
Damn.
This is great, Tom. So great. I’ve been missing certain key things in my business for so long, I don’t even know.
I’m on the right track now, and things keep getting better, and more refined. (been studying Alex Osterwalder on biz models).
Anyway, I just wanted to say that this is “tough love” that I’m sure will help many. Consider it shared :)
Jason Fonceca recently posted..We Go Deep, And We Don’t Get No Sleep
Twitter: rtmixmktg
says:
Hey Jason. Yes, I’ve been meaning to get his book as I’m all wrapped up in mapping out business models myself right now. Just ordered. I’m glad to hear you’re on track now. It’s so easy to get derailed if you don’t have a roadmap (been there, done that). Thanks for commenting and sharing!
Tom Treanor recently posted..Twitter Chats: What are they and how to find them?
Twitter: MightyWiseMedia
says:
Hi Tom… Good stuff here. Definitely agree on eliminating unnecessary activities. Why? Because focusing on the highest leverage actions will get you farther, faster.
But, not always convinced on following the quickest path to the bucks. If you do follow this path, smart to also have a parallel strategy to create the long-term revenue model you really seek.
Example? If you’re a consultant, fastest way to the bucks is start charging people per hour for your time. But, in this model, you’re just trading time for money. Better way? Create recurring revenue from products/services/content (i.e. books, webinars, whatever). Thus, parallel strategy for consultants is to think about both from the beginning.
Anyway, there’s my 2 cents worth… :-) Eric
Eric T. Wagner recently posted..Why Facebook is Doing an IPO and You’re Not — 3 Rules to Live By When Seeking VC Funds
Twitter: rtmixmktg
says:
Eric, thanks for the thoughts. Yes, I hear you and agree that we all need to be strategic and sometimes that means business-building versus just going straight for the payoff. You could say I’m focusing on the large and frustrated group of people that put hurdle after hurdle in their way rather than drawing that straight line that represents their business model and focusing there. I think your point is a very important addition to make sure people don’t over-correct!
Tom Treanor recently posted..Your Company Blog – why it’s still your online marketing hub
Twitter: media317
says:
Were you talking to one of my clients? I think I have had a similar conversation.
I think it’s difficult for people to be willing do what it takes to be successful. Your point two, You Need The Minimum Requirements To Do Business, is so vital to success. I have found that a lot of my clients get so sidetracked and focused on the things that are not necessary for business success. They spend such a great amount of time on things that are not valuable to growth and revenue. I like to KISS it and make sure the minimum requirements are done extremely well before moving to cosmetics and less valuable things.
Alan Smith recently posted..5 Easy Steps to SEO with WordPress
Twitter: rshahbaz
says:
Alan this is the story of every small business to me, it is a monkey trap we often found ourself in. It is not easy to let go all the fancy things and concentrate on one thing to bring results.
Tom, would love to know LinkedIn strategy which can bring the results in couple of weeks.
Rana Shahbaz recently posted..Erik Qualman Shared the Secrets Behind the Success of Social Media Revolution Video
Twitter: rtmixmktg
says:
Alan. Yes, we definitely agree on the need to keep it simple for the fundamentals. So many people don’t get this right and get distracted by non-essentials. Thanks for stopping by!
Tom recently posted..Pinterest Frenzy. Will Marketers Kill It?
Twitter: hectoravellaned
says:
Hi Tom – great post. The conversation you had with your client was very interesting to me. It seemed like your client really needed more business leads but was tied-up, procrastinating and getting ready to get ready, so to speak.
I think this is something that I struggle with myself from time to time, I want to generate more leads for my business but I want everything else to be perfect first and I end up procrastinating and devoting more time to non-income generating activities.
Way to show the tough ove and get your client to keep his eye on the overall goal!
thanks for sharing your rules as well!!
Hector Avellaneda recently posted..My $18,000 Challenge! You In?
Twitter: rtmixmktg
says:
Thanks Hector. In some ways I’m talking to myself too. Reminding myself to keep focused on doing more revenue-generating activities vs. just “projects”. Thanks for the comment!
Tom recently posted..6 Small Business Blogging Myths Debunked
Twitter: productivesd
says:
Tom,
Good stuff!
Very interesting conversation you had. Glad that you were able to set the priorities right for these partners and they didn’t start with their web design project first.
It is very easy to do everything else but the stuff you are afraid of. I recognize that sometimes in myself too. Only taking action counts – especially when you take action on something you are intimidated by.
Cheers,
Timo
Timo Kiander recently posted..I’m Becoming a Father Soon – What Will Happen to My Productivity?
Twitter: rtmixmktg
says:
I think you make a great point. Yes, people will avoid that new or scary activity in any way possible. Until they/we can address that underlying fear they really won’t make progress there. Thanks for bringing that up!
Tom recently posted..5 Ways Your Small Business Blog Can Help Your Company Thrive
Twitter: FindWorkLifeBal
says:
Thanks for the great summary Tom! I just had a similar conversation with a client this morning, who was getting dialed up about social media because “everyone” is doing it. But she hadn’t given any thought to why or how she wanted to use it, or which tools were best for her business. In about 10 minutes we got her focused in on where it made the most sense to invest time, and what tools were completely wrong for her.
Twitter: rtmixmktg
says:
Hi Kathy. Yes, it sound like you and I are on the same wavelength. I think that’s a key point about choosing the right tools that make sense after establishing some priorities for the business. Thanks for the comment!
Tom recently posted..Your Company Blog – why it’s still your online marketing hub
Twitter: RyanHanley_Com
says:
Tom,
A lot of this is the “Planning to Plan” mentality. Everything has to be perfectly planned and look fantastic and perfect before we take one step forward…
In doing this you lose days, weeks, possibly months of pushing your social presence forward… I’ve had a blog for almost 4 years and I’ve changed the design 6 times.
It’s never stopped people from visiting the site or signing up for my newsletter or interacting.
Great article and Great topic!
Ryan H.
Ryan Hanley recently posted..How To Make Money Selling Value through Blogging and Social Media
Twitter: mikegarner
says:
I think we’re all guilty to some extent of rearranging the deck chairs on the Titanic because it makes us feel better. Having a pretty web site is great and is certainly a much better idea that having an ugly one, but if you have no customers, you have no business. So yes, going for the immediate cash is THE most important thing. Then you can do all the rest and have a pretty web site.
Twitter: rshahbaz
says:
You are right Mike and I think most businesses should work on the both sides of the business, Short term goals and long term goals. It can be too scary to keep working on only aspect of your business.
Rana Shahbaz recently posted..Erik Qualman Shared the Secrets Behind the Success of Social Media Revolution Video