Selling Frappuccino in the 21st Century

by T.C. Brown

There’s a whole lot of hubbub in the digital universe these days.

Here’s a question.  Has your business embraced social media?  If the answer is yes, would a social media guru give you an A, or are you in need of serious tutoring?

One more question. If you don’t use social media, have you set a date yet to join the 21^st century?

Evidence abounds that businesses are spending more time with social media to market their products and services, and many are starting to realize some serious ROI.  Best of all, benefits are greater than ever for small businesses.

There is, however, another side to that coin – companies continue to cling to the “old ways” of marketing, and are turning a deaf ear to their social media sages.

That according to a recent IBM survey, which showed that many firms use these digital tools as PR platforms instead of thinking of them as magnets to attract more viewers, aka potential customers.

Maybe your company is the best thing since a double chocolate frappuccino, but a majority of consumers told IBM they don’t visit corporate websites.  Of the ones who do, 60 percent said they must first have “complete” trust in that company.

It’s not complicated, folks.  People want free stuff, or at minimum a bargain. Or they want helpful advice for their needs or concerns.  In short, build a community.  It’s that simple.

Meanwhile, while several surveys show companies devoting more time to social media, it is small businesses reaping the greatest results.  More than 90 percent of the 3,342 small business owners who responded to the 2011 Social Media Marketing Industry Report said social media plays a key role for them.

This stuff works. Firms that spend at least six hours a week in the digital world are nearly twice as likely to get leads generated as those who spend less time.

Just remember: stay fresh, be relevant and take measurement.

Basically, your company has two choices.  You can climb aboard the train, or wave bye-bye as it leaves the station.

TC Brown is a partner at Web Face, a communication and marketing company helping clients climb aboard the train.