• FMG

If Your Clients Are Not There, Why Are You?

Updated: May 30, 2018

Understanding what your clients read and view and where they read and view is key for trimming your marketing spend and driving revenue for your company.

We consult with a variety of clients, across industries. From retail sales, to service businesses, to e-commerce. When it comes to evaluating marketing spend, my first question is always, "Where is your client?"

A lot is made these days of the power of social media in an advertising budget. And, as well it should, depending on who your customer is.

Let's do a thought exercise. Your client is a busy, 60 year old, small business owner that is still very involved in the day-to-day operations of her company. She was in her late 40s and early 50s as Facebook was overtaking the market from Myspace. She still works with American Express membership services to book her rewards travel, but reads reviews online. She is home by 8 pm and asleep by 10 pm, and her kids are finishing college. 

Is this woman using snapchat? Is this woman scrolling through Instagram 20 times a day? Is this woman checking up on friends and family on Facebook? Is this woman pinning her favorite things, and checking out Pinterest daily?

No, No, Yes, No.

Those are the likely answers to my questions about our hypothetical business woman. So why are you chasing the latest internet, social media hype, spending hours posting and sharing to places she is not?

Well, for one it is confusing. There is a lot of GENERAL information about trends in overall internet and social media use. 

Example: 84% of American Adults Use the Internet (Source: Pew Research Center surveys, 2000-2015). More than half (56%) of internet users ages 65 and older use Facebook. Overall, 71% of internet users are on Facebook (Source: Pew Research Center, September 2014)

But how are they using internet, email, and social media? This question is very important because if people are using Facebook to see pictures of their children and/or grandchildren, and share crazy political memes, and get in fights, are they influenced by social media ads enough to convert to a customer via the internet?

Why they are on the internet, or on Facebook is just as important as IF they are on the internet. WHY is the question to ask yourselves when creating a marketing budget and evaluating marketing plans. 

Many business owners I work with are themselves somewhat similar to their customer demographics. So I just ask them, "How often do you go on Facebook? What do you do on Facebook? When do you search for something online? What do you want to see when you are doing a search for a vendor or provider?

Where is your audience and what are they doing when they get there? Think before you post, tweet, or pay for that ad in the paper. 

Originally published June 7, 2016

Jennifer Ford is the Founder of Frederick Mountain Group, LLC. Frederick Mountain Group is a consulting resource for small and mid-size businesses focusing on people management and sales development. To find out more, or for information on upcoming programs, please email