There is a tone of discussion about social media and online technology. Most of what I have read is very pro for these new tools.
I enjoy some of these tools as well. I have a facebook page, you’re reading my blog and I’ve built micro-sites for some of my clients. I’ve had a web site since I started my business and I send out a monthly email newsletter, but ultimately, these are just tools, they are only as good as they are relevant to your audience.
The nice thing about many of these new online tools is that they are free or low cost, but you still need to make sure your message is relevant to who you’re trying to attract.
The same rules of marketing apply to these new tools. Speak to the reader, be relevant and have a compelling offer.
My advice to you is this; you need to have an online presence. Everyday more and more consumers are looking at a company first online before they invest their time to physically visit you. Also online tools are a great way to deliver information in a very cost effective manner, but don’t get caught up in the hype. Pay attention to what the tools are doing for your business and how they help you communicate with your target customers.
It’s all about who you’re trying to reach and how they like to be communicated with. You’ll probably need a mix of online, social, traditional and direct marketing tools to make a real impact with your audience.
