This post is dedicated to a friend who texted me a string of messages a few days ago. “Karen, I have a blog post 4u. U can’t ask for 4x the marketing opportunity and not b willing to spend any $ on mktg. Ugh. They think I can make magic on Facebook!”
I won’t name names here, because I’d like to protect the innocent, and because certain expletives used in the above text aren’t for polite company. But also because my friend’s situation is not unique. In fact, more often than not, business people think that social media or other seemingly free marketing mediums are magic bullets. Social media experts will tell you this assumption is wrong. And I agree.
Social media is a tool and a powerful one at that. But if you don’t plug it in and maintain it, it can’t work very hard for you. Additionally, people need to know that you even have a social media presence. How do you do this? By promoting it, of course. And you may just need to do this with some traditional marketing methods. Business cards. Website. Email. Trade shows. Yes, even Print (gasp!). The reality is that you will have to spend a little money to build awareness in order to make a little money. I’d like to tell you there’s an easier way. A cheaper way. A really, really FREE way, but I’m a realist for business. (Remember that even if you get social media traffic and don’t need to spend a lot of money to drive traffic, there are still employee costs associated with maintaining your free media).
Don’t look for a magic bullet. Look for a feasible solution that accounts for your big vision. And for goodness sakes, don’t ask your marketing manager or marketing specialist to get you thousands of new customers through Twitter (insert scary voice here) because it just doesn’t happen that way.