Online business coaching “reach”
Becoming visible through online marketing poses challenges for companies and the self-employed. Numerous channels are available for “web marketing”: social networks, paid advertisements and, last but not least, your own website. Marketing on the Internet must be approached in a targeted manner. Especially if you don’t have an online marketing manager available. If you don’t have an agency for online marketing either.
You can quickly lose track of things if you do not concentrate on the really efficient measures.
In the “Reach” coaching you receive online marketing training.
- find out what your target audience is interested in
- to analyze the topics on which you are quickly visible in search engines
- correctly plan measures for short, medium and long-term reach
Within 12 weeks you will learn, regardless of your previous knowledge, to become more visible online. With this you create the conditions for lead generation and thus for building a customer base.
Reach for your online business using various platforms
As part of the coaching, we take a close look at the advantages and disadvantages of the available platforms. We will work out a plan for you together. It is a plan for your personal web marketing that takes your time and budget into account. Because you can achieve reach for your online business in different ways. Some measures in online marketing require more time, others primarily require the use of a budget for advertising. It is therefore important to think about what time and money you want to invest in your marketing on the Internet in good time. Only then can you reach new range targets in a controllable manner within defined periods of time.
In order to achieve reach, you could rely on “outreach”, i.e. actively address as many potential customers as possible as quickly as possible.
At first glance, social networks as organic platforms for building networks offer numerous opportunities. Xing and LinkedIn are often touted by coaches who specialize in sales and, in my opinion, are sometimes dubious, as paths of least resistance. What, these coaches recommend, speaks against positioning yourself, developing solutions and then actively approaching potential interested parties via contact requests? You can do it – but if you do it the wrong way, you get on the nerves of the interested parties and you will be perceived as a spammer rather than a solution provider to be taken seriously.
Advertisements, such as Facebook Ads and LinkedIn Ads, are also among the obvious tools for a rapid increase in reach. Likewise, Google Ads, if you already know exactly what terms people are looking for who are about to make a purchase or investment decision. But there are also traps lurking here: too much money has been invested incredibly quickly and not really opened up new sources of income that enable counter-financing for advertising expenditure.
A website of your own that can be found via search engines enables long-term expansion of reach. Big advantage: The visitors come to your website via found spots in the search results, although you do not place any advertisements for them. One speaks of “organic” website visitors, technical term “organic traffic”. The problem here lies in the time horizon: the development of organic traffic takes time. Nothing happens within a few days or weeks, but you have to stay on the ball, maintain your content, offer concrete utility, and to top it all off, it doesn’t make sense to simply give away all of your expertise through blog posts. Because if you publish the complete solution freely accessible, then ideally people will be grateful, but not necessarily willing to pay you on top for an individual consultation.
When building reach, it is important to coordinate the available platforms and use them according to a plan. Think about your time horizon. Try to bring business-leading measures to your target groups quickly with an advertising budget or creative activities such as competitions. Always work consistently on the long-term development of organic visibility and thus reach in the search engines. Use social networks to actively seek contact with potential customers. But always make sure that you stay true to yourself and pay attention to your reputation.
There are many negative examples. In the past few months, I have noticed that a wave of resentment rolled through the social networks, which was directed against stereotypically spammy contacts made by consultants and coaches. The knitting pattern during these contacts was always the same. The mostly young and hungry coach or consultant writes to his dream customer, feigns interest in his situation, asks a question like: “Wouldn’t you like to invest less time and find a way that your dream customers will automatically find you?” The aggressively pursued goal is that of a phone call, in the course of which it is then to come to “Close”, new German for contract conclusion. It is no wonder that even those with professional experience react annoyed and that there is now an ubiquitous aversion to this type of acquisition attempt.
In 2020, after the beginning of the Covid-19 phase in the spring, I had a slump in orders that shook me emotionally. In this context, like many self-employed people, I was looking for new solutions for customer acquisition. The wrong advice I received in that context defies description. I should build up fake reach on Facebook by initially placing my Facebook page ads in regions like Africa or South America, because there the costs per interaction and fan are very low, and I can quickly set up a fan base for my Facebook page. What advice! Or alternatively: I should position myself and build up a catalog of questions regarding the needs of potential customers. I should then deal with this catalog of questions in the context of interviews, within my original contact network. Then I should develop a product or a solution and offer it to the people within it. No thanks, I didn’t feel like doing that.
If you ask me: personal networks are long-term. There is no point in spamming your own network in a situation in which you urgently need new business. It is also rather a sign of personal desperation to click your way through LinkedIn or Xing and wildly “add” people in the hope that you could sell something to these people.
Then it’s better to keep the ball flat, to take it easy, to develop a really long-term strategy for building reach and to implement it with patience.
This is exactly what this course is about. It’s now the end of December 2020, and I really want to expand and develop the content in this area in the coming weeks. I’m still at the beginning, but I have noticed that I am already enjoying passing on my knowledge. Not least because I use it to build up a range myself for the brand new platform you are currently on. Would you like to accompany me? Then I am happy if you log in , read along, give feedback.
The following course will be created in the first 12 weeks of 2021. When creating the content I am happy to respond to your wishes As a registered member, you can send me your suggestions and queries at any time, which I will then incorporate.