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Social Media Marketing Is A Complete Waste Of Time – Practice Builder Publishing – Tools & Resources For Accountants And Tax Practitioners


Social Media Marketing Is A Complete Waste Of Time

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The goal of the typical independent accounting practitioner is to get into marketing conversations with prospects at an earlier point and help the prospect move along their sales funnel or process, and become a trusted advisor, to consult with clients and support their decision-making with expert guidance.


So, why is encouraging buying conversations not a part of your social selling process?

Why is starting a marketing or sales discussion with your prospects preceded by your sharing of valuable information and content on places like LinkedIn?

Surely that is social selling?

And, social selling is the newest, hottest, trend in marketing, for sure. Right?

Or, is it?

I ask that, because when honestly examined, there are no new concepts involved in the use of social media, other than the addition of the internet and the reach of the message.

In fact, what the pundits are calling social selling is nothing more than good old fashioned Rainmaker Marketing. The positioning of the practitioner as a knowledgeable expert. The practice of listening, engaging with the prospect and sharing knowledge and insights is nothing new. They are old school selling at its best.

Social selling was invented by the pundits as a way of selling their services

Thr basic goal of social selling is to encourage prospects to move from the act of being hunted as targets, to a mode where they act in a herd fashion, just as cattle, and are ready to be harvested by the practitioner / marketer.

Post, share, engage and repeat.

That’s the simple formula social media requires for developing a crop of prospects.

But, is this formula weakening your sales process? Is the drive and focus of your hunting being undermined by your activities as a farmer? Is the development of blog content keeping you alert to sales opportunities and emotionally ready to engage prospects?

Are your marketing efforts being weakened by your social media sharing?

What about targeting?

Do your social media activities allow you to target your market as accurately as your regular cold calling, direct mail and networking activities allow? Or, is it a generic activity that provides a low return on the effort expended, when compared to other, more aggressive, activities?

Social selling isn’t anything really new, and the more you get involved in social media, the less focused you become, with the corresponding lack of targeting. You develop ineffective behaviors, where the social media sites reward gamification and non-targeted activities.

The whole skillset required on social media is so antithesis to that of targeted or niche marketing, that you lose the ability to develop personal interaction. The quality of your network is degraded and while a lot of views or likes may make you feel good, the needs of your business objectives are sidelined.

What the social media promotes when they highlight your likes, views and comments is interaction, but not interest. You may view them as positive reinforcement that your social selling activities are having an effect, and you inevitably work to drive more views by generating more content, until you stray away from your main goal of generating interest in your service, and creating engagements.

Social media is for your spare time. You can be more productive when you invest your time in direct sales activities. Take a run through the “Absolute Beginners Guide To Starting And Building Your Own Accounting Practice When You Are Flat Broke” training course and see what I mean.

Join us here at Practice Builder Publishing and become a part of the community, whether you become a contributing author, a peer recruiter, or merely a raving devotee of the Practice Builder Publishing resources, I'll work with you personally so you can reach the goals you set.

Best to you and yours,




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