Advertising in the 21st Century
Social media has changed the way companies advertise. Now more than ever, small businesses can promote themselves online by targeting customers and expanding their networks, often for little or no cost.
Social media has changed the way companies advertise. Now more than ever, small businesses can promote themselves online by targeting customers and expanding their networks, often for little or no cost.
By: Clare Curley
Issue Date: July 2009
Issue Date: July 2009
As more customers go online, Internet-based tools like Facebook and LinkedIn can help contractors promote their businesses—at little or no cost—by fostering new connections and showcasing their industry expertise.
To use the tools themselves, the cost is generally free, although making the most of social media requires a time commitment. “Your success depends on how much focused effort you put in,” says Barbara Rozgonyi, owner of Cory West Media, a Chicago-based media consulting company.
Businesses can promote themselves through a variety of techniques: Targeting customers by demographics, contributing to online discussions and drawing attention to new services.
They’re not the place to blast ads, though. “What you really do is add value,” Rozgonyi says. “For example, home owners always want to know what everyone else is using,” she says. Therefore, a remodeler can draw more attention to himself by posting the top seasonal colors or countertop materials—whether through Twitter, Facebook or a blog—rather than simply advertising his or her services.
Here’s a rundown of the most popular social media sites, and how they can help your business:
1. Twitter.com
Users post frequent, casual updates, making Twitter a time-intensive tool. First, create a profile. Then, from a computer or cell phone, start “tweeting”—posting information that can be a mix of project updates, expert opinions and consumer tips. You can even provide links to photos of past projects or useful articles. Also, do key word searches to locate upcoming projects in your industry, and seek out potential clients.
Twitter enables you to gain “followers” by browsing other profiles to find people with similar businesses or interests. “Over time, you can become a personality people want to know more about,” says Rozgonyi.
Tip: The more relevant your entries are to your industry, the more connections you will attract.
2. Facebook.com
Are you trying to expand business into a specific area of town? Facebook enables you to search people by zip code, among other demographics—and for others to find you the same way.
With more than 200 million active users, Facebook is the fastest growing social network in the world. Use it to create a group of like-minded people in your industry, and unlike Twitter, you can actually upload images and post longer comments.
Tip: Use the “Status” line on your profile page to advertise new business offerings.
3. LinkedIn.com
LinkedIn is primarily used for making business connections. Check out “Company Buzz,” a feature that shows you the Twitter activity associated with your company. Then, broaden your network by recommending the work of colleagues, and in turn, they can recommend you. Update your status box regularly to reflect new contracting projects.
Tip: Use the “Search Groups” function to contact marketing groups and industry organizations.
4. YouTube.com
“If a picture is worth a thousand words, a video is worth a million,” says Rozgonyi. YouTube offers a cheap way of showcasing property or completed projects. Videos can remain on the site indefinitely, and people interested in your services can post comments through the site.
Is your personality stronger than your writing skills? A brief video can showcase your charisma as well as your work.
Tip: To avoid production costs, buy a flip camera and download video editing software to make your own.
Take advantage of search engine optimization.
“Ideally, everything you do online should match up with what people are searching for—your URL address, your IDs, your profile names,” says Rozgonyi. Google [https://adwords.google.com/select/KeywordToolExternal] can help optimize the use of social media and other online tools, and will suggest key words that best match your business.
Tip: For more suggestions, conduct searches using competitors’ URLs, as well.
Mix your methods
Ultimately, media experts recommend pairing online with traditional methods of communication.
Patricia Block, principal of Block Consulting, a business development and marketing/PR consultancy based in the San Francisco Bay area, suggests saving money by advertising via new and old media alike. Post an ad on Craigslist, as well as in a small local paper. Or, volunteer at a community event where you can get mentioned in online flyers advertising the event.
“Face-to-face networking and referral-building is still the most effective way for small business owners to advertise,” she says.
A trend you cannot ignore
According to a recent Forrester report, social media spending in the United States will grow from $716 million this year to more than $3.1 billion in 2014.
To use the tools themselves, the cost is generally free, although making the most of social media requires a time commitment. “Your success depends on how much focused effort you put in,” says Barbara Rozgonyi, owner of Cory West Media, a Chicago-based media consulting company.
Businesses can promote themselves through a variety of techniques: Targeting customers by demographics, contributing to online discussions and drawing attention to new services.
They’re not the place to blast ads, though. “What you really do is add value,” Rozgonyi says. “For example, home owners always want to know what everyone else is using,” she says. Therefore, a remodeler can draw more attention to himself by posting the top seasonal colors or countertop materials—whether through Twitter, Facebook or a blog—rather than simply advertising his or her services.
Here’s a rundown of the most popular social media sites, and how they can help your business:
1. Twitter.com
Users post frequent, casual updates, making Twitter a time-intensive tool. First, create a profile. Then, from a computer or cell phone, start “tweeting”—posting information that can be a mix of project updates, expert opinions and consumer tips. You can even provide links to photos of past projects or useful articles. Also, do key word searches to locate upcoming projects in your industry, and seek out potential clients.
Twitter enables you to gain “followers” by browsing other profiles to find people with similar businesses or interests. “Over time, you can become a personality people want to know more about,” says Rozgonyi.
Tip: The more relevant your entries are to your industry, the more connections you will attract.
2. Facebook.com
Are you trying to expand business into a specific area of town? Facebook enables you to search people by zip code, among other demographics—and for others to find you the same way.
With more than 200 million active users, Facebook is the fastest growing social network in the world. Use it to create a group of like-minded people in your industry, and unlike Twitter, you can actually upload images and post longer comments.
Tip: Use the “Status” line on your profile page to advertise new business offerings.
3. LinkedIn.com
LinkedIn is primarily used for making business connections. Check out “Company Buzz,” a feature that shows you the Twitter activity associated with your company. Then, broaden your network by recommending the work of colleagues, and in turn, they can recommend you. Update your status box regularly to reflect new contracting projects.
Tip: Use the “Search Groups” function to contact marketing groups and industry organizations.
4. YouTube.com
“If a picture is worth a thousand words, a video is worth a million,” says Rozgonyi. YouTube offers a cheap way of showcasing property or completed projects. Videos can remain on the site indefinitely, and people interested in your services can post comments through the site.
Is your personality stronger than your writing skills? A brief video can showcase your charisma as well as your work.
Tip: To avoid production costs, buy a flip camera and download video editing software to make your own.
Take advantage of search engine optimization.
“Ideally, everything you do online should match up with what people are searching for—your URL address, your IDs, your profile names,” says Rozgonyi. Google [https://adwords.google.com/select/KeywordToolExternal] can help optimize the use of social media and other online tools, and will suggest key words that best match your business.
Tip: For more suggestions, conduct searches using competitors’ URLs, as well.
Mix your methods
Ultimately, media experts recommend pairing online with traditional methods of communication.
Patricia Block, principal of Block Consulting, a business development and marketing/PR consultancy based in the San Francisco Bay area, suggests saving money by advertising via new and old media alike. Post an ad on Craigslist, as well as in a small local paper. Or, volunteer at a community event where you can get mentioned in online flyers advertising the event.
“Face-to-face networking and referral-building is still the most effective way for small business owners to advertise,” she says.
A trend you cannot ignore
According to a recent Forrester report, social media spending in the United States will grow from $716 million this year to more than $3.1 billion in 2014.
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