There are essentially two different approaches to small business marketing. One approach is to focus on proven marketing strategies through traditional forms of media such as newspapers and magazines. The second approach is to follow the trends of social media marketing and focus little if at all on traditional forms of media. What’s your marketing bias?
In order to be competitive, it is important for small business owners to understand that the distinctions between traditional marketing and social media marketing are fading. In response to the blending of traditional and social media, small business owners will need to adapt their marketing strategies to meet the current expectations of consumers.
Today’s consumers are much less concerned about the source of the information as they are its quality and relevance. For example, when a potential customer searches online for information about a product, they aren’t going to care if the information is from your website, a blog review of the product, a trusted social media contact, or an online version of a newspaper article.
With this in mind, small business owners can tailor their marketing strategies to blend seamlessly across all forms of media. It may seem overwhelming at first if you are a traditionalist, but if you work closely with your website design firm, you will be able to easily adapt your print strategies for social media. The same is true for those who have fully embraced social media marketing. It isn’t as difficult as it may seem to integrate more traditional forms of marketing into your strategy. Ultimately, these efforts will create a more seamless experience for potential customers.
For example, if you start from a traditional print ad as the centerpiece of your marketing campaign, you can build off from that to create content for your website, get featured on an industry blog, design an infographic to share on your website, publish a short video of the product being used on YouTube and share everything on your social media networks. Likewise, if you’re starting from a social media marketing campaign, you can easily develop a print marketing campaign based off from either an infographic you’ve created for Pinterest or a video you’ve posted on YouTube.
At the end of the day, no matter where people interact with your small business it is important that your brand messaging is consistent. The problem with focusing solely on traditional or social media marketing is that your brand messaging can become fragmented when customers search for your products. Therefore, if you work carefully with your web designer, you can develop an across the board solution to marketing. Once you’ve identified your marketing bias, you’ll be able to identify weaknesses in your overall marketing strategy so that you can effectively reach newspaper and magazine readers, casual blog readers, social media enthusiasts and information seekers on the Internet.