Contrary to popular belief social media marketing takes time. This is especially true for the small business owner and, even truer for the small B2B owner but, that should not be the reason for not doing it. So many of the articles written do not emphasize this time element and end up making it sound like you can be a social network success overnight. Of course that has happened and will continue to happen from time to time but, it is not the rule; it is an exception. The reasons for overnight success are varied but, they involve one or more of the following conditions: The entrepreneur has found something to offer so unique that no one else is offering it or anything like it; they have made a unique video that goes viral overnight; they have developed a product or system that many people need that is not readily available any where else and so on. Let’s face it. Most of us will not do that.
So, for the rest of us, here are some important points to consider in web marketing in general, AKA web 2.0, and social media specifically. These suggestions are tailored for the small business owner:
- The easiest way, not the most efficient way but, none the less, the easiest way to get immediate returns from the internet is pay per click (PPC). You can do this with a rather modest budget in the beginning but you will only reap the benefit of what you can afford to pay for. There are other important factors to consider however. You must be certain that you have a compelling website that has powerful web copy/content that will ensure that many people who click take another step and execute your call to action. You will only be successful if you offer something that people need and want and the benefits have to be communicated precisely and clearly.
- Your website acts as a sales person for you and it is the online customer’s first impression of your business. Therefore it must be appealing to that potential customer and it must tell a story about your business that will get the prospect to act. But, you also must make it appealing for the search engines so that eventually you can drive the traffic to your site by rating high in Google, Yahoo and the other search engines. Always remember that your web copy needs to be optimized for search engines.
- Utilize social media marketing to get yourself known by as many people as possible. The more exposure you have on the social media sites the better but, it must be quality exposure. And, as I began this article quality exposure takes time. It must be pursued methodically with a strategic plan executed over time. It is all about networking with the right people and becoming established as a thought leader with them. On social media you want a nice mix of personal and business sharing. The business sharing should be subtle like posting your blog.
- Blogging is the best way to establish yourself as a thought leader and it is also the best way to add lots of good content to your site over time. Each blog post ends up being a page in the view of the search engines. Blogging will also help build you links over time which will add to your ranking in the search engines. One good thing to remember is that you don’t have to write all of this yourself. You can hire people with skill in this area that will help you out a lot.
Following this plan will surely result in marketing success. I would appreciate your feedback on this article.