Unfortunately, this line of thinking comes from the misconception that online marketing, especially through social media, is like a real-world advertising campaign. Traditionally, you can sell a product or service by hiring an agency to create some splashy print, radio or television spot and canvas the area in a well orchestrated campaign. People will see these adverts in one form or another and then come running to become new clients. You control the message with this "if you build it, they will come" approach.
Most of the time internet marketing doesn't work that way. Part of the reason comes from users having more control of content. They drive the conversation, and even if your website is produced by J. J. Abrams, people aren't going to come to you unless they they're asked. Now, we can increase our odds through Search Engine Optimization (SEO) and some web ads, but the guy with the mouse is always in charge. Think about all the times you closed a pop-up ad (usually after uttering some expletive) without even reading it. If only we had a way to capitalize on the innate interactiveness of the internet?
The slow lane of social media
Social media is the anti-campaign of marketing. I compare it to hanging out at a party, and just like you don't go to a New Year's Eve bash and actively look for Bob from State Farm because you need a new insurance plan, nobody on Facebook is actively looking to buy your junk. But if you engage people on-on-one in a virtual conversation, perhaps they will consider what you're selling. And will promote you on their Facebook page. And will tell their real-life friends. Which will help you gain more followers which you can engage in conversation. Over a competitor that doesn't listen to them.
And that takes time.
How much time? That depends on some factors:
- How recognizable are you in the marketplace? When people think of your product category or service provider, do they immediately think of your organization? If not, then you have more work to build up your reputation, and that takes time.
- Who's in charge? Hiring a full-time online marketing person or using a consultant will help you decrease the hours it will take for you to get a healthy online presence. Going alone is possible, but expect an uneven growth model, especially when a large project keeps you from updating your LinkedIn page for three weeks.
- How many platforms will you use? It's tempting to try and get on every social media platform ever made, but hold back. By concentrating on one or two platforms at a time until they are sufficient on their own, you have a greater chance of building up a following. Those who attempt to do it all have a greater chance of succumbing to media fatigue and abandoning their projects all together. Ask yourself this, is it better to have a small, but growing, network or dormant network sprawl?
