The buzz around social media is almost deafening. Everywhere one looks, there is a new post on a hot blog talking about leveraging Facebook to build your business or how Twitter will change the face of marketing. Perhaps they are right. But is your small business ready to jump into social media?
Your first instinct might be “of course…don’t we HAVE to be there?” Not necessarily. The temptation is to refocus marketing efforts to where the hot trends are. But you have to ask yourself some basic questions before you embark on a social media marketing effort.
First, are you fully leveraging the fundamentals of online marketing? I find that many small businesses are not implementing best practices within the basics of organic site traffic building, converting that traffic and email marketing. This troika of tactics are the core of a sound online marketing program and venturing into social media at the expense of these key areas would be irresponsible.
It’s not surprising that in these tough economic times that most small businesses have to be shrewd in their marketing efforts. Does it really make sense to refocus resources to Facebook or Twitter at the expense of building sound email engagement pathways that can convert existing customers into repeat buyers?
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About the Author:
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