Change is a constant, but you can stay on the right path by making sure you include contact information on your site, claim your social profiles, don't ignore social media, monitor your business name, and make sure your site is mobile-ready.
Articles by Liana "Li" Evans
Competing with the big names can be challenging for any SMB. Video can be one of the easiest ways to market your business to local, repeat customers. Also, make the media your friend. And why you should consider releasing press releases on weekends.
Integration across multiple platforms, whether its social media, SEO, e-mail, or offline, is just as important as creating the content for a particular marketing medium.
By participating the right way in social media, you can set yourself up for some great rewards. Being in the right place, at the right time, and having a plan for dealing with negative issues can be a great way to use social media channels for your business.
It's more important than ever for small businesses to become active in social media communities in some aspect.
Fully research why you're using a particular social media strategy tactic. Did your agency tell you that you "need" it? Or is your audience there and interacting already, or is there potential for branding and exposure?
Listening to your audience in social media communities talk about the best features of your product should give you insight into how to provide them with valuable content.
Just because you and your company are a big deal in the offline world doesn't mean you'll win friends and influence in social networks.
Your company is more than just one person; make sure your social media strategy reflects that.
Each company needs to define its own "return" in their ROI when they implement social media strategies. You can have several reasons you want to implement a social media strategy, those can all be measured as a return.
Search isn't limited to just a search engine anymore. In search and on social sites, the goal is the same: being found. People are increasingly turning to social sites for searches, and trusting the information they find there.
There's a lot of debate around whether social media marketing can be measured. There's also a cauldron of bubbling issues around exactly what companies should measure when it comes to social media marketing.
When you come storming into a community with only your marketing message, you're no better than a party crasher. It's imperative that you understand the community you're dealing with, and come prepared to add value to the community.
Social communities, whether they're online or offline, have interesting dynamics. To make any kind of headway, you must understand and respect how each individual community functions before charging in to join the party.
With social media, it's better to make your legal team a part of the process from the beginning. Knowing the legal rules of the road when you're entering into and engaging in conversations on social media sites can save a lot of time, sweat, tears, and -- most of all -- money.
A good chunk of your customers or potential customers are involved in social media in some way. Do you know what they're saying about you? Are you missing out on opportunities to connect with them?
Most companies are reluctant to enter the social media space because the ROI is a tough nut to crack. Your social media goals will be strikingly different than an SEO or PPC strategy.
In the world of social media, it's about what the community and its members think, not about what your company thinks. Trying to get some traditional marketers and public relations practitioners to understand that is no easy task.
Before launching any kind of social media strategy, companies need to first understand that it can be affected by anyone who receives a paycheck from them. It's important to make sure you not only plan contingencies for your corporate social media efforts, but also put in place policies for employees and their actions on social media platforms.
Social media is about starting conversations that lead to building relationships. To successfully start building those conversations, you actually have to know where to find your core audience.