Last Monday, one of my neighbors proudly announced her determination to learn the “secrets” behind marketing on Twitter. She thinks that Twitter will save her business. Ironically, the very next day, one of my clients reported to me that if he only understood how to “power market” on Facebook, his business would catapult to the top of his industry. And three days later, I noticed a small business owner complaining in a forum that he will never succeed until he has unlocked the keys behind YouTube marketing.
Enough is enough! Without question, new media platforms (Twitter, Facebook, YouTube, etc.) are wonderful places to market your small business. Obviously, I market my own business through every single one of those platforms.
Believe me, I hate to be the bearer of bad news, but, there is absolutely nothing magical or supernatural about any of the new media platforms. They are just platforms. Nothing more, nothing less. Twitter, Facebook and YouTube are simply ways to spread awareness about your brand.
Mark my word, there will always be another “amazing” platform that will supposedly “save” you and your business.
But, before you tap into any marketing platform, you need to understand the basic philosophy behind marketing. You need to know “how” to market your business before you even dip your toe in the pool. Because if you don’t understand the basic tenants behind good marketing, Twitter won’t do a thing for your small business. Even if you spent eight hours a day with 2 million followers, you wouldn’t get anywhere if you went about your marketing in the wrong way.
Marketing platforms come and go, but understanding how to market will never go out of style.
Whether you are marketing on YouTube or running an “old-fashioned” ad in the newspaper, the same rules of good and solid marketing apply. You use marketing platforms as a way to drive your prospects back to a webpage, landing page or blog in which they give you their name and email address in exchange for free information from you and your small business.
You might offer a downloadable ebook, a special report or a 10-part audio class. It isn’t the format of your offer, it’s the offer itself that is important. Your offer must be perceived as a means for your prospect to better their life or solve a particularly stubborn problem. You want your free offer to be utterly irresistible.
Once you have obtained your prospect’s information, you can begin the task of building solid and significant relationships with them. This is when you are able to send your prospects’ additional educational materials, helpful advice and important resources that will position you as an expert in your industry.
Facebook, Twitter and YouTube marketing are only effective if you use them as tools to drive traffic to your landing page or blog. Newspaper classifieds are only effective if used as a tool to drive traffic to your landing page or blog.
So, yes, in essence there is a well-kept secret on how to effectively tap into the power of new media. Learn the basics of marketing. For if you understand exactly how to market, you will always be ready for the “next great marketing platform.”
November 16th, 2009 at 8:13 pm
Social comments and analytics for this post…
This post was mentioned on Twitter by gkrue: RT @ShoestringGal Will Twitter Save Your Small Business? http://bit.ly/4AfBaJ (great post on expectations)…
November 17th, 2009 at 1:08 am
Yes… there are lots of buzz going on about these twitter, facebook, youtube and all social medias for free marketing! But unless the basic understanding of Marketing is there no 'Platform' is going to boost the earnings.
I got a lot of spamy twitts and msgs from my facebook friends. That's just annoying. The single most important thing to do for the Marketer and a small business owner is to build a Brand of One make relationship with the followers. Once that's established people will trust & sales will become a natural process:-)
Thanks Jessica for your post. Very informative.
November 17th, 2009 at 5:23 am
What great points Sanjida. If we don't build trust with our potential clients and customers, we will never make the sale!
November 17th, 2009 at 5:28 am
What great points Sanjida. If we don't build trust with our potential clients and customers, we will never make the sale!
November 17th, 2009 at 6:30 am
[...] This post was Twitted by SCJoson [...]
November 17th, 2009 at 7:15 pm
Thanks Jessica!! Indeed Relationships have become more important with Social Media!! But Marketing Principles are still the same!
November 18th, 2009 at 6:12 am
You are right about that Warren!
November 24th, 2009 at 8:37 pm
“Social Media Marketing” is exactly what the words imply — a friendly venue for creating awareness about your business. Some experts have referred to it as “Soft Selling”. I think you're absolutely correct, Jessica. Social networking platforms aren't designed to save anyone's business — they're simply platforms that help others to get to know who you are and what you do.
November 24th, 2009 at 8:58 pm
Great point Melanie! I just couldn't agree with you more ==> Twitter is just a platform to help get the word out about your business.
January 26th, 2010 at 4:19 pm
Thank you thank you thank you
I have needed someone tell me this for over 5 years!!!!
March 1st, 2010 at 8:22 pm
Too many people think that Twitter will be the silver bullet…it is just another great marketing platform!
March 16th, 2010 at 9:48 am
Wow … this is a great blog! Pretty informative as well! That has really helped me a lot in learning some of this stuff that I wasn't familiar with.
March 16th, 2010 at 11:27 am
So happy that you are enjoying the blog Julianna!
March 16th, 2010 at 3:48 pm
Wow … this is a great blog! Pretty informative as well! That has really helped me a lot in learning some of this stuff that I wasn't familiar with.
March 16th, 2010 at 5:27 pm
So happy that you are enjoying the blog Julianna!