Small Businesses Must Play by Big Boy Rules.

Regardless whether you are talking about advertising, marketing, strategic communications, social media or public relations, connecting with your audience is getting more complicated, and the rules of engagement are changing constantly.    Garnering audiences is even getting more complex for strategic communications and other marketing firms including ConciergePA.  Corporate giants with deep pockets, from manufacturers to media conglomerates, are realigning their marketing strategies to leverage the ever-changing engagement platforms.  If the Fortune 500 corporations are finding it challenging to navigate the rough waters of audience engagement, what is the small business with limited marketing budgets to do?

Regardless of financial resources, small businesses have to play by the rules just like the big boys.  This is because consumers are driving this bus and they are redefining how businesses – large and small – interact with them.   And, this is worldwide.  There was a good article in The Globe and Mail today that elaborated on the shifts in social media and marketing.  So what are the rules?

Well, there are many rules and they seem to change daily.  But, there are a few ways that small businesses can connect with their audience, and play by the same rules as the big boys do.

Content is king.  All you have to do is Google social media strategy, and you will be bombarded with advice on pushing content to your audience.  When it comes to content, you may engage a consumer or two with catchy, insignificant content, but if you want to connect with them and turn them into buying consumers, you have to provide them with content that they can appreciate and draws them in.  In other words, your content has to be more than just fluff to connect with your audience. 

Constant contact is key.  You cannot connect, yet alone engage, potential customers with a “digital billboard.”  Have you ever come across a company that has a Facebook page, but it looks like it has not been updated since it was created?  It is just a shell and contains no content that would draw the consumer to the brand.  You have to not only create content, but you have to keep feeding that content to your audience to solidify the relationship.

Bring out the bells and whistles.  We already talked about content, but remember that content today is more than the written word.  Pictures, links and videos are very important to incorporate into your marketing mix.  Whether it is a blog, a Facebook page or even Twitter, make sure you incorporate pictures and video to garner consumer interest, and where appropriate add  link to other engaging content.

Don’t suffer alone.  Make sure you partner with a firm like Concierge PA to help you manage your strategic communications initiatives.  The marketing landscape is rocky enough as it is.  Partnering with a firm that can help you navigate the terrain, as well as help with consistent content development, may be the best advice of all.