The buzz around social media is almost deafening. Everywhere one
looks, there is a new post on a hot blog talking about leveraging
Facebook to build your business or how Twitter will change the face of
marketing. Perhaps they are right. But is your small business ready to
jump into social media?
Your first instinct might be “of
course…don’t we HAVE to be there?” Not necessarily. The temptation is
to refocus marketing efforts to where the hot trends are. But you have
to ask yourself some basic questions before you embark on a social
media marketing effort.
First, are you fully leveraging the
fundamentals of online marketing? I find that many small businesses are
not implementing best practices within the basics of organic site
traffic building, converting that traffic and email marketing. This
troika of tactics are the core of a sound online marketing program and
venturing into social media at the expense of these key areas would be
It’s not surprising that in these tough economic
times that most small businesses have to be shrewd in their marketing
efforts. Does it really make sense to refocus resources to Facebook or
Twitter at the expense of building sound email engagement pathways that
can convert existing customers into repeat buyers?
That leads us
to the next question. If you do feel like you’ve got the fundamentals
in place and you’re ready to venture into social media, what is your
strategy? Are you trying to reach a new audience or trying to build
loyalty with your existing customers? What tactics do you plan on
using? Facebook ads or a viral campaign? Are you building segmented
landing pages for Web visitors from Facebook?
I certainly agree
that social media has a growing place within a sound integrated
marketing strategy. However, don’t get caught chasing the latest,
greatest, hottest trend. Build your online marketing plan, evaluate
your results, add new tactics like social media in an integrated
fashion, and test, test, test.
Social Marketing Photo
By coffeebeanworks from Pixabay