Despite the appearance of a down economy, some businesses are surviving, and even thriving more than they ever could have imagined! It’s no coincidence that many thriving businesses are also aggressively marketing whether they can afford it or not. Though marketing in a shifting economy to sustain and even grow your business isn’t a new concept, the social media revolution is creating a new paradigm in the marketing equation: Organizational Buy-In.

Organizational Buy-In is the absolute faith in/and voluntary adoption of an organizations vision, mission, and policy with the genuine intention of improving and growing that organization by any reasonable means. In other words, you have an organization filled with employees who believe in what you’re doing and are willing to do what it takes to make that happen even if the if the end result means your business will become so efficient their job will no longer exist.

Employees taking pride in their profession and figurative ownership in their company isn’t a new concept either, but until now, marketing has mostly been up to business owners, sales people and in larger companies, the marketing department. The introduction of social media as a business tool adds a new twist to what businesses consider marketing and how they use word of mouth through social media to generate brand awareness and revenue.

Now more than ever, businesses rely on more intelligent, harder working, and loyal employees to stay afloat. Employees that meet this criteria are great for maintaining and even growing a business but inside those people is an untapped wealth of potential: they are your new marketing committee.

When was the last time a ‘behind the desk’ employee actively marketed for your business? Is that even possible? Marketing is hard work, and employees are working hard enough as it is to keep their jobs. Why would they go out of their way to get involved in marketing?

First of all, lets talk about loyalty:

Loyal employees tend to be loyal because of relationships they develop with ownership and/or management. Believe it or not, your employees like you, believe in what you’re doing, and want to help you do it better.

So your employees actually like you! Who knew? But saying they like you enough to start marketing; That’s a pretty big leap. Now before you building a bridge to nowhere STOP! Believe it or not, this is going to be a lot easier than you think! Most of your employees are already using the major social networks like Facebook and Twitter, so getting them to use it isn’t step one, and many of them are already talking about their jobs so that isn’t a major hurdle either. The trick is getting your employees to say and do the right things.  With the right education and company policy, your employees can become your main source of new and recurring business and a constant marketing committee.

I know that you’re excited about educating your new marketing committee and turning them loose on the masses, but before you do, consider this: Organizational Buy-In creates a relationship between the employee and the business that forces a win-win that if left unchecked could have a negative effect on your brand.  Once your employees start talking about your business and how awesome it is, they become an active component on the face of your business.  If you’re afraid of this, its too late, they already are. Their friends family and neighbors already know where they work, but now they are actively posting information that will entice people to your business without selling.  For your employees, this new tool can also be used as a weapon. If you treat them badly, they can use this those same methods of marketing to attempt to damage your brand.   So the win for the business is expanded marketing with proven effectiveness and the win for the employee is the necessity for a better work environment driven by ethics, and fairness and an environment that acknowledges the importance of every team member.  This is refresher of an old principle: treat your people right!

I know this concept sounds scary but the business of today is about internal and external collaboration.  Marketing for small and mid-sized businesses especially, will rely more on the efforts of everyone in the organization.  Start thinking about how your team players fit into your marketing model and how they can be maximized in getting the word out about your business.

Social Media Meetups, events and seminars have been popping up all over Hampton Roads in the last few months.   These events range from sales pitches to networking events with a little education, but for the most part, social media novices, skeptics, and fans often leave these events feeling like something is missing.  Well look no further because the Young Professionals Network (YPN) of the Hampton Roads Realtors Association (HRRA) has prepared a four-part educational series with a goal of filling that empty space.

As the owner of Guerrilla Social Media, I’m honored that YPN has invited me to share my perspective on the Guerrilla Marketing approach to social media and how it may change the way that Real Estate professionals specifically view social media platforms and their approach to implementing an efficient and effective strategy.

You may think that social media is for kids, or people with a lot of free time, but if your like most, you know that there’s something about social media and that ‘something’ has nothing to do with the fact that everyone is doing it.  This series seeks to redefine social media in a fundamental way.  It’s not about Facebook, in fact Facebook in a business sense may be a proverbial snowflake on the tip of a massive iceberg.  I’m going to take social media way beyond the big three social networks (Facebook, LinkedIn and Twitter), and expand the horizon into more effective tools for Real Estate Professionals.

If you’re not in Real Estate, don’t worry.  There will be plenty of content that pertains to anyone who has a business interest in social media.  I’m going to get deep into professional social networks like LinkedIn as well as maximizing some of the incredible free tools of Google, free SEO tips and tricks, using Messageboards and Forums to drive traffic and how to make a lasting impression with Multimedia platforms, video specifically.

So mark your calendars, bring your laptops, and make sure your phone is charged up because it’s going to be a fun ride!

In case you missed last week’s Nor’easter, there is a new storm brewing off the coast of the Virginia Beach oceanfront and it’s due to arrive this January!  Social Media at the Beach is coming and this social media event is designed to blow away the myth that social media is only for tech savvy ‘experts’ and people who spend all their time in front of a computer!

Social media is for busy people who want to stay in touch with their friends and other interesting people they like to network with and this new school relationship tool that uses old school principles has a tremendous potential to generate business!

So if you want to learn how to blog, use social networks like Facebook, and maximize you’re company’s SEO power on the web, register today and I’ll see you at Peabody’s on January 23rd!

Seems like everywhere you look small businesses and large companies have caught the social media bug. Whether they showing early signs with the scratchy throat, or have a full blown case of social-media-isis, everyone is either in the game or trying to figure out how to get in the game.

Companies with the budget to pay for major marketing strategies are turning to their marketing department or traditional marketing firms with questions and requests for social media management. Traditional marketing is billboard, TV commercials, mailers, newspaper and other print advertising and they all have the same methodology and goals in mind: Blast your message to the masses and get your business as much visibility as possible.

Some firms have re-branded themselves New Media marketing but even that is rooted in methods like email and pay-per-click marketing which amounts to online advertising. The problem is that in most cases, social media principles contradict the principles of traditional marketing. When was the last time you clicked on a sponsored link or were happy to open an email from a business?

What's Your Strategy?

Social media is anti-advertising. It’s about building relationships through engaging your audience. People now have limitless choices on who to do business with and you can bet that they wont choose the guy with the billboard on your favorite boulevard, or at the top of your favorite search engine! A lot of marketing specialists are simply taking blast marketing methods and implementing them into their social media strategy and after weeks or months of spamming wonder why they aren’t getting results.

So a few questions to ask your social media manager:

• Do we have a strategy that’s rooted in relationship building?
• Is your social media strategy integrating with your current marketing and not contradicting with it?
• Are you getting the results?

If the answer is no or you’re unsure, consider consulting with a social media marketing firm that stands first on relationship building and then on a proven strategy.

Facebook Fan Pages are all the rage and with good reason: Every business that deals with people needs one because Facebook is where the people are! Problem is most business owners are busy, don’t have time and would simply prefer to have someone else do it for them.  Facebook “experts” everywhere are offering to help create with the ‘difficult’ task of creating Fan Pages for busy professionals who want them.  Fact is, a basic Fan Page is very easy to create and sometimes you’ll hear someone say “sure, I can do it for you,” but before you let them, here are a few pointers to ensure that your Fan Page is the property of your business.

The Creator has the Power:

Fan Pages must be created though an existing Facebook Profile.  The profile that creates the account will always have primarly administrative control over the Fan Page forever.  So what does that mean?  It means that person has indefinite control over the operation and destiny of your Fan Page.  Yes you can be the admin privileges of the Page, the creator can never be removed.

I know you may be thinking: What could Possibly go wrong?  Well here are a few examples:

The Disgruntled Employee:

So you have an employee who’s a Facebook ‘expert’ and they offer to create the Fan Page for your business and even manage it.  Well, six months from now, there is a slow economy or something else that forces you to lay them off or fire them and they decide to delete your Page and the 800 Fans you’ve generated and you have no legal discourse.

The friend or associate who claims to be a ‘Facebook expert’:

First of all, there is no such thing as a Social Media or Facebook ‘expert’. Second, similar to the disgruntled employee, friends often have disagreements that lead to ended friendships. You never want to be pessamistic about friendships, you have to be realistic as a business owner and know that you have to be prepared for the worst and in this situation, it isnt much to ask a friend to give you primary control of what’s already yours.

What if the person who owns your account gets flagged for spam?  What if their account gets deleted or they delete the account themselves?  Consider all these factors considered when creating your Fan Page and make your final decision to be that the page will be created in your name through your profile OR get ownership in writing!  Claim what’s yours!

I recently had an intense discussion with a colleague about guerrilla marketing principles and how it applies to Guerrilla Social Media.  Though edgy and unconventional marketing tactics typically define guerrilla marketing strategies, a basic examination of guerrilla marketing boils down to two things, covert and unexpected or undetectable marketing.

A properly implemented social media marketing strategy is both covert and unexpected.  Social media is about permission based interaction.  People allow you and your business into their space.  As the business, you are sharing information, and becoming a source which builds trust with your friends, family and followers.

**JustinSMV Editors Note:   Social Media is defined as using Social Communication in media channels to build open and engaging relationships.   Just to clarify Guerrilla Marketing is not a sneaky tatic just to build trust and then sell, Guerilla Marketing is defined as an unconventional form of marketing that elvoves into being viral without the hard sell of in your face used car’s sales man. **

Did he say trust?

Trust is a psychological guerrilla marketing tactic.  Though in most cases, trust is something we foster as genuinely good and decent people, as a business owner, trust is an unsuspecting open door.

Inform, Interact, Attract

People want to do business with people that they trust above all things and social media helps generate a mystical level of trust between people who have never had face to face interaction.  Sharing your life and valuable info with people attracts them to what you have to say.  Also, saying meaningful things to them lets people know you care and solidifies the relationship.  This breaks down walls of reluctance which makes people more open to at least finding out about whatever you have to offer.

Overtly, you’ve made a friend.  Covertly, “you’re in”!

Once you’ve penetrated the walls of resistance magic really happens when someone is compelled to share you and your business with others.  Becoming known as being ‘worth knowing’ is one of the most important elements of making your business VIRAL!

So put on your camouflage, hit the field and make some friends.  You never know where that might take your business.

Business owners like the idea of fast, easy, and inexpensive (a.ka. cheap) advertising.  They also know however that traditional methods of advertising like mailers, newspaper ads, and billboards to name a few are becoming less effective and remain costly.  So in search of a new way to both advertise and get their business out there, many businesses discover a  fast, easy and cheap method of advertising online by  implementing a pay-per-click marketing strategy.

Before we talk about pros and cons, lets first consider why old school advertising doesn’t work anymore.  There is an old cliche that says people don’t care how much you know until they know how much you care.  What that’s saying is that people are looking to connect with you and with your business on a deeper level, and throwing a mailer at them or blasting a big ad in the paper or via even email simply doesn’t get that done.  Your business doesn’t appear to care so neither do they. Trash can!

We understand that business owners would prefer not to worry about marketing and Pay-Per-Click is the perfect fire and forget strategy.  The problem is you are paying for a click, not a customer.  How often have you clicked on a site, not found what you wanted immediately and clicked the back button? Do you even click in the sponsored links at the top of Google?  The reality is Pay-per-click is an online billboard.

The Social Media Alternative

Social Media is all about relationships.  Through a little consistency and very little money if any, you build meaningful relationships with your clients.  People know you care because they talk to you interact with them and or others regularly.  Bringing relevant info into their lives, not a sales pitch.

When someone comes to your site, its like a warm call or a referral.  The person knows you and is interested in what you do.  They aren’t looking for something specific, they are probing into your business and if you have something relevant to offer and they have a need its likely they will do business with you.

So when it comes down to it, the product or service you provide effects your the strategy you decide to implement.  If you rely on return clients and customers, relationships are key.  Are you using Pay-Per-Click?  If so, how is it working for your business.  Have you considered social media?

What are your thoughts?

Your Thoughts?

My friends are always making fun of me because during the work day it seems like I am always at Panera Bread in Town Center Virgina Beach! It’s a great place to work. The atmosphere is friendly and inviting which is perfect for meetings, the food is great and I always either meet someone new and interesting or see someone I know.

Though I love going to Panera and enjoy their food, I didn’t start going for the food. Panera provides free wireless internet access (WIFI) making it the ideal place to meet clients, get work done, and surf the web for free. Though the web is free, 90% of time I go to Panera I buy something. Why do you think that is?

Call it the Law of Reciprocity or whatever you like, but small businesses, particularly those that have storefronts could learn a valuable lesson here: Free WIFI brings customers! Most people like to do business with local mom and pop shops. They tend to have a community feel to them that helps people feel less commercial.

So what should business owners do? Though adding WIFI is key, there are two other priceless additions needed to make your WIFI plan work. 1. Signage! Any retailer will tell you the importance of having a very visible sign that advertises that you have free WIFI. 2. Power! Make sure that several tables in your establishment can accommodate customers with laptops that need to be plugged in!  Get that done and your business is ready to grow!

Any other free WIFI fans out there?

Touching Base With Your Social Media Sphere

So you have all your Social Media sites and marketing methods up and running and you are doing everything by the books to try to get your business up and running.  You got the media and content down pact but don’t forget the “Social” part of your methods.

I often see alot of marketers out there that just focus on building their content up and neglecting other aspects of the Social Media marketing method.  Like our good buddy Seth Godin says “No One Cares About You” that means let go of the vanity issues of your site and blog just for a second and try to get your connections and engagement fresh.

The same method and guideline in keeping your content and backlinks fresh and added daily, the same effort you have to supply in your social engagement within your Social Media Sphere.

What is your Social Media Sphere?

Your Social Media Sphere includes:

• Blogs - Comment on other bloggers in your niche, develop that rapport in your community so you can count on them on commenting your stuff.  Thus ultimately building your exposure and authoritative presence.  Another Simple tip is to try to thank and respond to users commenting on your blog, it makes your readers feel appreciative in commenting more often.

• Social Networks (Facebook, Myspace, LinkedIN, Twitter etc) – This is very important to keep your updates fresh and engagement in tact.  Nobody likes a non-social nomad on these sites.  If you are trying to engage users on these sites and you see nothing but selfish vanity updates that is a sure sign that you will be removed or ignored on these social networks.  Try engaging with people even if its to say thank you, or how are you? People will respond if you engage them and thus making people take more notice to you, get the hint?

• Video Marketing – Make sure your Video community like youtube you constantly try to engage on their as well for your subscribers and commenters.  Again nobody likes a big shot who doesn’t acknowledge fans or subscribers unless your a celebrity.  Reach out and try to comment on other Video Directors in your niche, more than likely they will look you up just from commenting.

These are all simple and common sense tips but lots of marketers don’t take these into action surprisingly.  So go out there and Engage!!

Writer Profile

Justin Williams

Justin Williams is the owner of Social Media Vision and is an avid Tech, Social Media, & Marketing enthusiast.  He is also a fully specialized financial mortgage consultant during the day.  He has been a successful event coordinator for REBarcamp Virginia Beach and loves being a geek at heart.  Justin can be found at http://card.ly/JustinWilliams

For a small business just starting out, budget is a primary concern. A big expenditure in a business’ budget is marketing.  You have to get your name, face and brand out to the masses, and using traditional advertising methods like print, TV, radio, and even new media strategies can be expensive.

Have you considered social media? I know there are a lot of questions out there about social media, how it works and why it’s a good gateway to business marketing, so here are a few reasons why I think it can be a great place to start for a small business.

1. It’s Free: When your on a budget, nothing beats free. The majority of social media outlets are free to use. Though there may be a time commitment, there is a great deal of value in the fact that marketing can be allocated elsewhere while you grow your business.

2. It’s Easy: Most social networking sites walk you step-by-step through the setup process and many even let you know how complete your profile is and what you can do to make it a more complete profile. For Blogging, WordPress has its Famous 5 Minute Install that for beginners can take longer but still very reasonable and straight forward when following instructions.

3. Unlimited Exposure: With Social Media platforms like Facebook averaging 25-30M new followers per month, the possibilities of exposing new potential customers and clients via social media eclipses rival marketing methods in the short and long term. You can’t search a TV or Billboard audience for potential connections.

4. It Builds Lasting Relationships: The sole purpose of using social media is engaging and building relationships. People want to do business with people they have a relationship with. Using social media platforms is an excellent way to build relationships that foster respect with your target audience. Lasting personal relationships, lasting business relationships!

5. SEO Power: When it comes too online presence, SEO is king. Everyone wants the Google Juice that puts them at the top of the charts. Blogging the right way can play a significant role your business’ search engine presence.

So what are you waiting for? Give FREE social media a try today. You wont regret it tomorrow and neither will your business!