Websites are the new brochure, and social media is not a marketing plan

20 years ago, just before the internet took off, we used to call it the "brochure solution" because all our clients thought they needed a brochure to sell their product, program, or business service.

They often got a brochure, or a postcard, or a flyer, or a direct mail piece, but they also got guidance on how to design them, how to write them, what to do with them, when & how to distribute them, and how to support their investment with other marketing tools like news releases, events, advertising, speeches etc.  We could add a lot of value to that little brochure request.

Today, the website is the new brochure.
While everyone needs one, and they're worth investing in, they need a lot of support.  New products, programs, and business services need more support than "putting it out there on social media." Social media can help drive traffic to your website but there's so much more than that to do. Social media (Twitter, Facebook, Pinterest Google+ etc), isn't a marketing plan.  

When we develop marketing plans we consider strategies in public relations (including social media, text messaging, events, email etc), government relations, media relations, stakeholder relations, customer relations, staff relations, advertising (online, mobile, traditional etc), product and content development. When designed into an integrated marketing plan, these strategies can all help achieve your goals as well as drive traffic to your website.

So don't make the mistake of making a website and social media your only marketing solution.
If it's worth doing, it's worth doing well.

10 step checklist for small business starting in social media

I talk to small businesses everyday about social media.

They email me questions, ask for presentations, tutoring, help with setting up accounts, etc. The nuts and bolts can take a lot of time for small business, the services are always changing, and even once all the accounts are set up and integrated, they find themselves spending more and more time updating statuses and tweeting links with less and less satisfaction and results.

That’s one of the reasons I’m a big fan of strategy. Know what results you are expecting.

Know where you want to go. Sure, save all the usernames you can. That’s good advice. But you don’t have to populate them right now, or ever. Keep it simple. Blog only if you have time and your customers will value it. Tweet, definitely. Facebook page, absolutely. Maybe even add a coupon to Google places or foursquare if retail savings is your business forte. Make time to engage in key groups on Linked in if you’re a consultant.

Just keep it manageable.

Social media for small business needs to start somewhere, and starting small and making time to monitor results will help you judge your ROI. Here’s a 10-Step checklist for small business. If you’re a one or two person shop, realize that unless your business gets put on hold, putting these 10 steps into action can take 3-5 weeks. Because sometimes, well actually, all the time social media is less important than getting the work done, or going for coffee with a prospect, or sending a thank you note.

So if you’re ready to get started, here’s some suggestions. And if you need help, or want a strategy, give me a call or send me an email.

1. Ensure Google analytic tracking code is properly installed and functioning on web pages

2. Update locations and request reviews and recommendations on Google, Yelp etc.

3. Establish your foursquare account and offer a discount for anyone who checks in

4. Make your Facebook Page public with a username

5. Create your LinkedIn business page

6. Establish Twitter and Blog accounts

7. Write and post first content Blog then Integrate/Cross promote it by tweeting about it, posting on facebook

8. Add your new account addresses to your profile pages, emails, business cards, website

9. Update content on profile accounts, like your Chamber of Commerce and other site

10. Practise listening, creating and engaging strategies; monitor results!

If it was an 11 step checklist, #11 would be ... have fun! It’s called social for a reason.

Using social media sends messages to employees and customers

What would a communicator’s blog be without a reference to Marshal McLuhan?

His famous pronouncement that “The Medium is the Message” is a consideration in all communications strategies. The medium (advertising, news conferences, newsletters, radio, events, websites, are just some examples of mediums) is as important as the timing, and whether live, in-person or virtual, the medium sends a message about more than simply the tool used.

Choosing interactive, on-line media says a lot about your business. Using social media tells prospective employees your business culture takes advantage of the latest technology and that a social media policy may be in effect. More critically, social media tells prospects, clients and partners they are important to your business because they are invited to be your fans on Facebook, to subscribe to e-newsletters, to respond to corporate blogs, to participate in product feedback, to engage on Twitter, and to connect one-to-one with your business in so many other ways.

When launching new products or announcing new services, media relations strategies are often teamed up with public and customer relations strategies. For example, Social Media Releases are being developed to include hyperlinks, standardized tags, media-rich content, and easily embedded postings. Now, companies who know their customers are engaged in online communities (who isn’t?) must incorporate social media strategies as part of their marketing and communications strategies.

Some companies are hesitant to get involved in social media in part because the term “social” conjures up images of out-of-control commenting, pictures not meant for the public eye, and misuse of company time and resources.

Changing the corporate mindset around social media could be as simple as renaming it as an Interactive On-line Media strategy. As part of a strategy, there becomes a business purpose for using these tools. And as any with medium, telephone, email, and letters as more traditional examples, policies and technologies can help business manage its reputation and presence in day-to-day as well as on-line interactions.