Afternoon Tea in Jerusalem Blog

In addition to my work as a business coach, one of my interests is blogging about life in Israel. This is a country full of contrasts – over eight million citizens living in an area the size of Wales. You can see snow and the lowest place on the globe in the same day. Although surrounded by geopolitical extremes, Israel has achieved a decade of high economic growth. My work brings me in contact with an array of new companies, exciting technologies and dynamic characters. Sitting back with a relaxing cup of strong tea (with milk), you realise just how much there is to appreciate in the Holyland. Large or small operations, private sector or non profit, my clients provide experiences from which others can learn and benefit.

If you are 20 something years old, you are already Facebook-Twitter-smartphone-Tumbler etc savvy, and probably playing on all of these as you read this.

However, vast numbers of people are aware of all of these “aids” but do not know how to use them, let alone why they are useful. And I am referring specifically to those in business, whether managers in companies or self-employed. These are skilled and intelligent people, who if they were forced to answer honestly, would admit that they are barely familiar with the basic functions of word and excel. So, when it comes to social media, forget it!

I am a business mentor. And the same questions comes up all the time, be it from new businesses, independents, manufacturers and others. Why should I have a website? What is the difference between that and Facebook? And where do Twitter, LinkedIn and others fit all? In fact, is this just one big bluff – a waste of time, money and effort?

They have a point. I have heard of so many clients, who are approached by so-called experts in google ads or facebook or SEO campaigns, selling their services. I am asked for my opinion. And I ask the trick question – can these geniuses deliver new customers? “Well, they will create billions of ‘likes’ and get me to the first page of a google search. And that will do the trick, won’t it?” Er……….

Three months later, I receive a report about zillions of likes and click throughs. However, our experts discretely do not produce a sales report, whose figures have not budged. And why? To find out why, let us go back to basics.

  1. For most commercial operations, social media is a form of advertising, enabling you to get closer to your clients. And it does not matter whether you use an old-fashioned flyer or sophisticated, first you must identify your target audience and where they can be found. So often, our experts just mentioned do not have the commercial experience or patience to initiate that crucial first step. there are some target populations not available on the net.
  2. Facebook is free. Websites can be created in minutes. However, proper campaigns require an investment of thought, money and time, just as was required in the past. Do not forget that you will need to maintain your sites and update them on a regular basis.
  3. In an age of the instant and globalisation, social media tools allow you immediate contact with your client. Thus, make your campaign smartphone friendly. Most internet traffic is generated on mobiles rather from computer screens.
  4. Why will people read your website? For the same reason that they looked at your flyer or newspaper advert. You need to provide interesting and original content, and do so continuously. That is what drives traffic to your sites.
  5. If there are three key elements to remember when creating material, they were neatly summarised in a very practical blog, referring to new content marketing trends for 2015.
  • Keep the message short and simple
  • Use videos, where possible
  • Consider a geographically localised approach.

Gordon Ramsey on ‘Restaurant Makeover’ recruited new customers via free tasters in local markets. I have a retail client in central Jerusalem, whose sales peak, whenever he hands out flyers to passers-by.

That said, there are some golden opportunities to find new clients via social media, provided you remember the rules of advertising, which were determined long before Mark Zuckerberg’s parents were born.

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