5 Reasons Not to Do Social Marketing

Tracey and I met with a small business owner not long ago to discuss a marketing plan that will deliver leads and rebuild his client-base. The business owner brought us some ideas he found on the Web promising huge returns by using social media marketing. It works, don’t take this wrong but, social marketing does not work for everyone. Here are 5 Reasons Not to Do Social Marketing.

#1 – Your writing skills resemble graffiti.  If you can’t write and deliver relevant content (or hire a ghostwriter to write for you), you will not do well in the social arena. Social means engaging an audience with interesting, timely and relevant writings.

#2 – You don’t have at least 1 hour a day to spend on social media and marketing. Social marketing takes time, a lot of it, and an effort. If you can’t dedicate time everyday consistently, it won’t work. If your priority is to run your business I suggest you hire a social media consultant to run your campaigns for you.

#3 – Your last website update was 2005. Social marketing comes last so job #1 is to build out your social marketing infrastructure after you know what your business is and who your market is. If you don’t have a site that many (exclude yourself) will find valuable, affordable products and services we all need, a formal business plan that displays credibility, then you need to step back and focus on the basics of – why am I in business. Social media and marketing comes last.

#4 – You have no clue on how to use social media sites. There are more social media sites on the web then you can possibly squeeze out all the usefulness. Start simple and use the most popular – Linkedin (Professionals), Facebook (the entire world), Twitter (highlight your brand). Before you release your social marketing monster learn to use the media tools personally. GM spent $10 million last year advertising on Facebook. Their marketing genius recently went public with this announcement – “We have no idea if we ever sold a car from Facebook advertising”.

#5 – You believe that social media is a kids game and has no value. One million plus business-professional groups are on Linkedin, over 800,000,000 (millions) users worldwide on Facebook, millions more companies worldwide use twitter and other social platforms. Could they all be wrong? Uh, social media marketing is a good step to tell us who you are and why we need you. Do not sell yourself on you. Sell us on you!

So what happened with our small business owner needing help with his business? We discouraged him from using social media and web marketing for the moment. Why? The 5 reasons above fit his profile. Traditional face-to-face and direct mail campaigns will best suite the target market.

Do you have questions about the right uses for web marketing or traditional marketing methods to grow your business? Contact MainStreetChamber Charlotte’s President, Tracey Schuelke. Ms. Schuelke’s contact number is 704-313-5153 and email is tracey@mainstreetchamber.org.

Blog Author: Keith Nunnery, Board Member for MainStreetChamber Charlotte, President of Acuity Information Systems

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