A few weeks ago I had a Business Consulting Firm ask me how online networking could help them market an offline business.
Before I address the “How”, I need to explain the “What” & “Why” of social networking as well as how it works in conjunction with other marketing methods. So, stay with me to the end and you will absolutely see how building an online audience can realistically grow your business.
I know of many businesses that conduct business offline but maintain an online presence for exposure and marketing purposes. I even know a few who maintain a site because they were told it was the thing to do.
Most business websites display the basic pages; About Us, Missions Statement, Contact Us, and features of their services or products that they provide.
Basically, they have created an expensive online brochure.
A lot of businesses either are not aware of or forget to talk about the benefits they provide to their customers or clients. This particular firm does have a website, which, by the way, says it serves customers worldwide. It also touches briefly on some benefits in a section labeled…
What you will experience with us/What you won’t experience with us
This section should be expanded upon if they are maintaining an online presence for the purpose of attracting more clients. This in itself is a whole other topic of conversation. I do need to first touch on some basics to demonstrate how online networking can aid in your marketing plan in a very powerful way.
If this firm wants to attract more clients, they should implement a couple of low cost methods right now. It would help them extend their reach and develop greater credibility.
Honestly, I do not know who these people are or how far their reach is, but I do know that what I am about to share will benefit any business that wants to use the internet to market & network their offline business and expand their reach beyond traditional marketing.
So, for you small businesses that want to grow, please consider …..
- … a Blog. A blog should be your main hub. You should use it to demonstrate your expertise and engage in 2-way conversations with your market, customers/clients & potential customers/clients. Unlike the other social platforms you communicate on, you actually own your blog. This is not the case with Twitter, Facebook and other social media sites that could disappear tomorrow. You don’t have any control of these platforms like you do your own blog.
- … an Ezine as an extremely useful marketing tool. It gives you constant contact with your niche. An Ezine can be as simple as offering a valuable tip of the week or revealing helpful resources to your readers.
When you blog and publish an online Ezine, this is your way of paying it forward. By providing valuable information you are helping your followers achieve a level of success. It is the quality of your content that will get you noticed so the key is to make it meaty information, not a bunch of fluff.
Blogs and Ezines are just 2 ways to drip on your subscribers and readers. These readers are your existing and potential clients and customers. They read your blog and sign up for your Ezine because they want help, and solutions to their problems and challenges. Because you are communicating on a regular basis with them, you will be the first one that enters their mind when they are ready to take the first step in solving their problem(s). They will trust you and be more inclined to purchase from you because you have been supplying them with useful information for free. When you take the time to “pay it forward” you are showing them you care about there success.
When you share and communicate consistent meaty, valuable information on your blog and in your Ezines, you are building trust and credibility. This is why it pays to take the time to respond to their needs, even if it was only in a small way.
You are building and should continue to build and nurture these valuable relationships. They are gold. I have heard it takes exposing your business or services to a potential customer or client 8- 9 times before they will even consider buying from you. This tells me that marketing is not an event, it is an ongoing process.
Twitter, Facebook, YouTube and other social sites are simply tools to help you create awareness for your business, products and services. You use these tools to direct your potential clients and customers to your main hub, which is your blog where your readers have the opportunity to sign up for your Ezine. All of these tools combined allow you to spread your reach and visibility beyond traditional marketing methods. It’s time to tap into the power combining social media marketing, blogs & Ezines!
Stay tuned for my next post where I will give you 7 Great Ways to Use Twitter to Boost Your Business!
Please share your thoughts…I’d love to answer your questions!
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