In the current technological climate, there always seems to be a new tool which is the next best thing. In their haste to jump on the bandwagon, some fledgling businesses and entrepreneurs often fail to see that the most efficient tools are not necessarily the most effective. Efficiency is clearly very important, but without effectiveness, it quickly becomes irrelevant.
A prime example of this is the good old-fashioned telephone. The telephone has allowed us to develop successful business relationships right across the globe, as well as with our next-door neighbours. Although our efficiency has clearly improved, in achieving it, we have sacrificed the art of body language, which accounts for over half (55%) of our natural communication skills.
Although hugely efficient and perfect for real-time interaction when you’re away from you’re your desk, email, instant messenger and Twitter are often the cause of communication breakdowns, with the intention of the written word being misinterpreted by the recipient. Not only do they remove body language from our armoury, they also remove tone of voice, which accounts for 38% of human communication. How often have you read an email and wondered exactly what frame of mind the writer was in when he or she clicked ‘send’? It’s impossible to inject nuances into text that can be clearly seen in someone’s eyes.
Statistically, face-to-face conversations are far more effective than telephone conversations, which in turn are more effective than attempting to communicate through email alone. Therefore, as a business owner you will need to consider how you and your employees utilise technology’s efficiencies whilst making sure that you maximise its effectiveness.
Many new companies use social media because it can be a highly efficient marketing tool. However, if you are not using the appropriate platforms for your business and fail to follow an effective strategy for your business, you can waste a lot of time, effort and money.
Once you set up social media accounts it is important that you continue to post on them, even if it’s only once a week. Monitor all your accounts regularly, engage with people and respond to any comments or queries.
If, for any reason, you stop using an account make sure that it is deleted. Outdated social media pages make people question whether you are still in business. And we all know how much of a negative effect ignoring a customer or potential customer can have on your business so don’t leave an account live for them to comment on if you are never going to look at it, let alone respond.
Offline marking is making a comeback and it can be extremely effective for certain types of business. It can also be a powerful addition to a digital strategy. Don’t dismiss offline marketing as being out of date as you could be missing a trick!
The effectiveness approach
So how about starting the process the other way around? Look at what is most effective and build a strategy around this, then move toward what is most efficient. Perhaps your most effective outreach strategy involves telephone marketing, but you don’t have the manpower or the time to execute this on any meaningful scale. Now you need to find a way of creating comparable results using a more efficient technique.
Once you’ve achieved this; you’ve found your strategy “sweet spot”.
Discovering the sweet spot
To work out where your strategy sweet spot is, first, ask yourself what your ideal result would be. Your end goal could be making a specific number of sales, gaining referrals from existing customers, encouraging more people to visit your website or sign up to your mailing list.
The next step is to ask yourself what is the most effective tool for achieving the end goal you desire. Do you have, or can you gain, access to it? If the answer is yes, go ahead and execute it. If not, move on to explore other options that are available to you.
Now you need to continue this process, exploring every area of your current business operation, until you find the sweet spot.
Always keep in mind that effectiveness is the most important value and always consider the 82/20 rule. There is no point in having an incredibly efficient business model if it doesn’t make you any money or achieve growth for your company.
Contact Delphinium Business Coaching to book your free initial consultation to discuss how we can help you to discover your “sweet spot”.