I have spoken here at Frank Thinking about how it seems that SMB’s just don’t get it when it comes to Internet marketing and social media. Too much chasing rabbits and too little chasing reality.
Well, I am real happy to say that I am seeing a shift. I am not ready to say that all SMB’s get it because that would not be realistic. I am seeing, however, more businesses that are willing to talk the language of planning as it relates to the Internet. I have talked to many small businesses as of late who understand that SMB’s absolutely need to do their Internet marketing homework before they dive into the online marketing game.
Maybe there is a sense of optimism but I don’t think that is the only factor. I don’t see these SMB’s saying that things are turning around. They are too smart. They don’t believe politicians of any stripe any more. What they do believe is that if something is going to happen it is up to them. I raise my glass to this attitude because this is the only thing that will break the current economic cycle. No promise of money going anywhere will guarantee it lands with any particular business. Instead I think that SMB owners believe that they need to pull themselves up by their own bootstraps and get it done. I appreciate that. The free market and sheer determination will beat anything that comes from other sources.
This willingness to invest in research before the tools of Internet marketing also has several common variables such as:
- Fed up with the Yellow Pages – Whether it is online or in print I have not been able to hear one positive story about this option unless it is a testimonial from the YP or IYP providers themselves. What I have heard is that these people are tired of long restrictive contracts and monthly costs in the thousands of dollars for no measurable results. Good for them!
- Realization that Internet marketing is not automatic – These SMB owners are also seasoned enough to know that while Internet marketing (in particular organic search and optimization of local online marketing opportunities like Google Maps) is attractive it is not a “set it and forget process”. It takes work. Now they want to know just what they need to do so they do not throw good money after bad recommendations. They are too smart. Good for them!
- Recognition that social media is daunting – Social media is not rocket science. Social media is not expensive. Social media is, however, extremely time intensive (which carries a dollar cost by the way) and it is the one resource they little extra of.
- Admission that it’s OK to seek help – I am seeing real smart business people admit that their own efforts at Internet marketing, while well intentioned, were misguided. In other words, they don’t have the expertise and they need help. Amen! I call a plumber because I don’t know squat about what they do. I watch them do it and I think “I could have possibly done that” but I quickly realize that it would have taken much longer and it would have likely been done in a sub-standard fashion.
So here’s to the SMB’s that get it. To the one’s who know that their business’ future is in their hands and that they have options. Good options. Options that require some help but that’s fine. I will hopefully share some of their stories with you in the near future. These are stories that need to be heard to encourage others to step away from wasteful marketing practices and move toward the future with confidence, even if it requires some help.
