Actually, this “secret” extends to all online marketing – your website, email list, the works. In my experience, this is one of the most frustrating pieces for many of my clients.
Here it is, are you ready?
Effective online marketing requires an audience.
People don’t flock to your website or Facebook Pages just because they exist. For some of my clients, that’s a cruel realization, then they come to me looking for help.
If they’re complaining about a lack of traffic on their Facebook Page, more often than not I find their last post was a month ago (or more). The same with their blog or Twitter account if they want to use those as in their marketing mix.
It Takes Time
Here’s what many businesses large and small don’t want to recognize. Building an audience online takes time.
It takes a commitment to sharing useful and valuable information on a regular basis and actively looking for prospects and colleagues to connect with.
In other words, it’s about building relationships.
As you know, those don’t happen overnight.
Sure, you can buy Twitter followers and Facebook Fans if you want to pump up your numbers but don’t expect them to be engaged or to become customers.
There’s a bit of a learning curve at the beginning. If you’re not familiar with the tools, you have to get accustomed to using them. You not only need to post content regularly but to search out valuable prospects and colleagues and talk with them.
Yes, talk.
It IS about Engagement
If you’ve ever been part of a networking group like BNI (Business Network International) you’re familiar with the expression “Givers gain”. That’s just as true online.
By sharing valuable information and making small talk with others to find out their pain points, you’re becoming involved. If you show up regularly and contribute, people will recognize you. If this sounds kind of like joining the Chamber of Commerce it is.
You wouldn’t expect to show up an offline event one time and have 3 months of business handed to you on a silver platter would you? It doesn’t work that way online either.
In both cases you have to keep showing up.
Show up, contribute and make it work for you.
If you schedule a ½ hour a day to familiarize yourself with the tools and make connections you’ll make progress. There are many strategies to go about building your audience .
Do you have a strategy that’s worked for you? Love to hear it in the comments below.
