Social Marketing

If you own or manage a small business, there’s no reason to feel inadequate if you don’t understand the need for social marketing. How would you? For many small businesses, the design and content of their website dates back to the days when businesses just wanted to have a site because they were told that it was important.

A “Webmaster” — as they were called back in those days — took your information and turned it into a website, and your involvement didn’t extend much beyond paying for it.

Those old “online brochure” websites sprang up everywhere during the late 1990s, and while you may have had a new design or two since then, it’s much more competitive now, isn’t it?

How Businesses Compete Online in the 21st Century

It’s already become clear that social marketing will be one of the most important factors in the online success of 21st century small businesses. If you’re determined to excel in your online competitive environment, you’ll begin to commit some of your time and creative energy to it. For small businesses and organizations, this commitment doesn’t need to involve significant financial outlay, but it will take time that is well spent.

A significant number of major corporations have already committed themselves to Web 2.0 Internet strategies. We’re talking about Bank of America, Boeing, FedEx, General Motors, IBM, Microsoft, Motorola, Pfizer, Procter & Gamble, and Wells Fargo, for example.

Many (but by no means all) large corporations have been aware of Web 2.0 — particularly social marketing — since the beginning of this century. Their marketing, advertising, and public relations professionals discovered some years ago that “offline marketing” can no longer take their companies where they need to go.

Small businesses don’t need to think about the whole range of Web 2.0 strategies, but you need to start understanding the basics of social marketing right now. A small business that wants a successful website cannot ignore social marketing, especially if you’re in a competitive business or market.

What Social Marketing Means for Businesses

Social marketing can drive much more traffic to your site than you could reasonably expect if you’re only concerned about search engine optimization.

Social marketing involves a long-term commitment to establishing and nurturing mutually-beneficial online relationships that will help you improve your products and services, strengthen your reputation, and drive traffic to your site that you may otherwise have to concede to your competitors.