So let’s begin at the beginning, as they say. Sounds easy enough. But as I started writing, I started thinking, “what are the basics?” Oh, a website, of course. No, that doesn’t seem right. How about a blog? No. Video? No. Hmmm…what is more basic than that? What is simpler? Well, definitions are simpler. We have to define the terms we’re going to be using. Noooo, that just didn’t seem right either. So, it finally came to me…content. A-ha!! Of course…content is king!
Yes, it’s all about the content. Actually, it’s all about your message. The others are just delivery mechanisms. Without the message there’s no need for the other tools. The message is the purpose; without the message there is no reason for social interaction. Whether the message is business-centric or personal, it is the reason for it all. Your message is why you have a website, the message is what you offer and the message is what brings people back to your website or blog.
It used to be websites were all text and you read your message. The point was to get information about your company out there; but today, between video, flash, etc. the message is more structured around connecting on a different level. Social networking has turned that structure into an art form. Now, not only is it “here’s what I sell”, but “here’s who I am” and maybe someday in the future: “oh, and by the way, here’s what my products are.” Granted, some people treat it as just another channel to dump advertising down (and we see that happening more all the time), and while there is a place for that, that is not its best use. Its higher purpose is to foster relationships with people you may or may not be able to meet otherwise, i.e. from across the country or across the world. Whether you’re selling to them already or not, you’re opening yourself up, you’re being vulnerable, showing people you’re real, and people can sense that and therefore trust you.
In the end, everything we do, at some level, starts with the message. If one doesn’t understand their message, they flounder. If they spend a lot of money or time, but nothing ever really gets done, that’s because they don’t understand what their message is. Deciding what your message is will determine what tools you need. You may need a website, but how complex that website is depends on your message. Whether to do an e-newsletter vs. a blog depends on what your message is.
So whether you’re starting a business, or have one already, take some time to think about what your message is–this should be reflected in your goals, vision or mission statement. Begin to focus on your message in everything you do. Evaluate and incorporate this message into your advertising, any speeches you give, as well as social interactions with business people. This may even necessitate re-writing your elevator speech. So sit down today and start to define your message and make sure everything about you (and your company) reflects that.
It's a Catch-22. You need more business, so you want to market through social media, but doing it yourself will take a lot of time to learn; and then you'll have to manage your online profiles. Yet taking the time to learn social media marketing takes you away from your business, which you can't afford to do.
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