“Everyone is on Twitter, so let’s tweet more.”
“Businesses are all on Facebook.”
“If Google+ will help us get higher in search engines, let’s do it!”
I get it. Social media platforms are all around us, and small business owners hear about these tools over and over again. Go to any conference on connecting with customers, marketing, growing businesses, etc. and you’ll hear stories of companies successfully using social media to, ultimately, drive sales. “That company made three 2-minute videos and they went viral and now everyone knows their name! We could do that – easy!”
Chances are, what you’re hearing is the condensed version… the version that omits the parts about planning, tons of work and a fair bit of time. Don’t believe the hype. Overnight success can happen, of course, but the probability of success is greater when there is a strategic plan in place.
I mean, conferences are great. Twitter is awesome. Facebook is necessary. But what’s the point? Why are you here?
The point of digital marketing is to get people buy stuff. Or buy more stuff. Or pay for your service. Or donate to your cause. Whatever. That’s the end goal. Will a few tweets get you there? Will your great video consistently sell products?
Not likely.
You can have the newest, fanciest, strongest tools ever made, but if you don’t have the right material – what exactly can you build?
You need to start with your end goal and work backwards. You want people to make a purchase online or contact you. You know they do that when they trust you, and how do you get them to trust you? By consistently demonstrating your brilliance/innovation/expertise/commitment/whatever. By showcasing what sets you apart from the competition and presenting exactly what your customers are looking for at exactly the right time. By knowing who you are and why you are here. This is the foundation of your marketing, the core of your website and the driving force of your online marketing. It starts here, and it takes work.
Once you know what sets you apart and you have the content to back it up, then you can develop a social media marketing plan. And then, you may tweet with purpose.