subject: The New Rules of Marketing for Small Businesses [print this page] The New Rules of Marketing for Small Businesses
In times of economic recession and uncertainty the budget for most small businesses in terms of marketing has been seriously retracting. But one area of marketing that has been on a serious uptick has been in the realm of social media.
Although most companies have heard of it and even more use it in some way, social media is an animal that is still not completely understood. What's more, many businesses are still reluctant to even use these new social networking platforms and deem them as "a waste of time." This is absolutely the wrong move. Twitter is for more than broadcasting your lunch choices and Facebook can be more than just a place for your employees to waste time during work.
The first and most important way for small businesses to use social media effectively is to have a change of perspective. You need to try to understand how other companies are effectively using the medium.
Smart businesses are using social media to brand themselves as experts in their industries. They are leveraging their intellectual property online with some powerful results.
How are they doing it? Well it starts with the approach. There should be absolutely not attempt made to "go in for the kill" with a hard close up front. This will cause your prospects to head for the hills immediately. No one is looking to be sold.
Seek rather to provide value to your audience. Anticipate questions or concerns that your potential customers may have and Tweet or write answers on your Facebook fan page. You can even write blog posts and use Twitter and Facebook to direct traffic back to your posts. The people who go back and read what you write take note of your expertise and will likely remember that you were the one who answered their questions. They are now more likely to think of you for the answers to other questions. They may even contact you directly. If you make a great impression, you will be rewarded with trust, credibility, and loyalty.
But you must have a plan. It can be a time consuming effort to manage your social media campaign. It is crucial to its success that someone be dedicated to these efforts in order for your business to get the most out of it in the long term. You should also be aware of what you want to get out of your use of social media upfront. Set realistic goals and then go for it.
With social media being a relatively low cost form of marketing it may be in the best interests of your business to start taking advantage of it today.
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