As a digital marketing consultant, my goal is to educate business owners and marketing executives on the importance of having a strategic online presence.
The biggest challenge I face is finding a way to educate without trying too hard to preach my beliefs.
Even though I strongly believe in what I do, and the results that digital marketing strategies can bring to a company's bottom line, I find myself spending most of my time trying to break down barriers and walls that have been built against the Internet on a purely conceptual level.
People seem to be hesitant to put resources to work in the digital space.
While it is the new frontier, and relatively untested from a global standpoint, we can actually see big name brands flourishing due to their willingness to risk those dollars and resources.
Companies that are able to recognize how media consumption is changing will be the ones that stand the test of time.
The biggest change I urge everyone reading this article to embrace is the following: companies must learn to stop talking and start listening.
The recent explosion of social networking sites, review sites and blogs have finally given consumers the global reach and voice that was once independently owned by advertisers.
What we have learned from this shift is that the power held by the voice of the consumer is astoundingly more powerful and influential than the voice of the advertiser.
One bad review, sent to the right people, in the right place can be crippling.
On the flip side, one great review from the right person can be the difference between a no-name start-up and the next Nike.
So how does a company listen? It's simple- give customers a way to speak! Social profiles for businesses are probably the most effective digital marketing strategy available today.
And the best part is..
..
It's free! On your social profile customers will be able to post comments right on your page for the world to see.
If the comments are negative, you can publicly address those concerns and show your customers that you care about them.
If the comments are positive, you are well on your way to creating a successful public following.
You can also join in on blogs that discuss your industry or trade.
Become a key opinion leader within discussion groups and you will soon see the returns for your business.
Often times when I meet with prospective clients I ask them if they are aware of what people are saying about them online.
Most have no idea, and in a defensive state they often dismiss it by saying something like, "why should I care if one person complains, I can't please everyone".
While you can't please everyone, you can show them that you are trying.
Any response is better than no response.
Make the effort to right the wrong and customers will take notice of that.
Believe me, some of the things that people are saying about businesses are really shocking.
Take a look at what people are saying about you...
you might be surprised! The beautiful thing about digital marketing is you can take small steps towards a large goal.
You don't have to build a $10,000 website as your first digital marketing initiative.
Once you see how responsive people can be, even to minimal efforts, you may be shocked on how fast you will want to expand your strategy.
So go ahead, take the chance to step outside of your comfort zone and join the party.