I was Scammed--And I Hated It
Fool me once, shame on you. Fool me twice, shame on me. When I started as a young and clueless associate at my small law firm in Central Illinois, I was tasked with the hopeless job of handling the Firm's marketing. In our firm, this meant doing everything possible to drive revenue. With an eye to maximizing the impact of our marketing spend, I did the logical thing and headed to Google. You see, marketing is not a subject matter that is taught in law school--but don't get me started on that.
Even at that time, the digital marketing landscape for law firms was vast and generally dominated by a variety of major players. I reached out to myriad of companies and agencies focused on legal marketing and eventually settled on one of the big players in the space. They graciously agreed to build a new website, write the content, manage our social media campaigns, and even told me that they would strategic with me for a whole hour each month on the phone. I was ready to pick up my bonus check then and there, I thought I had picked a winner.
For a "modest" $5,000.00 one-time fee, presumably to design my "custom" website and $2,000.00 per month after that their team would handle our Firm's SEO and social media on an ongoing basis, and even write a blog post each week for an extra $250.00 per post. I wisely opted for the month-to-month plan rather than the one year contract that is typical and came to my senses after only two months. It was at this point I realize that digital marketing, from websites to social media, is somewhat or a scam.
Even at that time, the digital marketing landscape for law firms was vast and generally dominated by a variety of major players. I reached out to myriad of companies and agencies focused on legal marketing and eventually settled on one of the big players in the space. They graciously agreed to build a new website, write the content, manage our social media campaigns, and even told me that they would strategic with me for a whole hour each month on the phone. I was ready to pick up my bonus check then and there, I thought I had picked a winner.
For a "modest" $5,000.00 one-time fee, presumably to design my "custom" website and $2,000.00 per month after that their team would handle our Firm's SEO and social media on an ongoing basis, and even write a blog post each week for an extra $250.00 per post. I wisely opted for the month-to-month plan rather than the one year contract that is typical and came to my senses after only two months. It was at this point I realize that digital marketing, from websites to social media, is somewhat or a scam.
Owning your Story
Look at how you receive most of your business. For most small to medium sized businesses, this business flow that drives revenue is still word-of-mouth referrals and local, organic marketing. This is because these personal interaction are the best way to tell your business' s story. All other marketing channels, from digital to TV, outdoor to print, must accent the existing story.
Social Media and online marketing, from webpages to Facebook to pay-per-click is big business. What did not even exist 15 years ago is actually an industry. Consequently, nearly every conventional media and marketing company from billboards to the Yellow pages are now online marketing experts, and countless companies have sprung up targeting small business with the promise of social media greatness. These companies have but one, single, value proposition: they will do the work so you don't have to.
In certain situations, such as large companies, brands, and law firms, it is appropriate to retain full-blown online and social media agencies, but for most small business, this is neither financially prudent or useful. Most small businesses are more than capable of maintaining a successful online marketing strategy--and all that is necessary is learn some fundamentals and put forth a little effort. The end result is taking full ownership of your social media and online marketing plan because after all, nobody can tell your business's story as well as you and your staff and employees.
Social Media and online marketing, from webpages to Facebook to pay-per-click is big business. What did not even exist 15 years ago is actually an industry. Consequently, nearly every conventional media and marketing company from billboards to the Yellow pages are now online marketing experts, and countless companies have sprung up targeting small business with the promise of social media greatness. These companies have but one, single, value proposition: they will do the work so you don't have to.
In certain situations, such as large companies, brands, and law firms, it is appropriate to retain full-blown online and social media agencies, but for most small business, this is neither financially prudent or useful. Most small businesses are more than capable of maintaining a successful online marketing strategy--and all that is necessary is learn some fundamentals and put forth a little effort. The end result is taking full ownership of your social media and online marketing plan because after all, nobody can tell your business's story as well as you and your staff and employees.
How many times have you received information through email or even a cold call from a marketing company that is offering services that will make you an institution on the first page of Google and turn your Social Media into a cash cow? Most likely quite a few times. Online marketing is big business and its impact on a small to medium sized business is undeniable. Conventional online media agencies tend to drink their own cool-aid and radically over value their services. The reality is that word-of-mouth advertising and providing value to your customers is still, and always will be, the best and most efficient form of advertising for your small to medium sized business. Online marketing and social media is not a silver bullet and seldom does online marketing generate immediate or massive sales. Yet still, conventional online marketing companies want you to believe that if you pay their agency thousands of dollars a month, they will squeeze sales out of the internet and into your business using "proprietary techniques and algorithms." There is no Wizard of Oz, and this is generally a sales pitch and an outright lie. This is the Online Marketing Scam, and it is perpetuated by the two main Online Media excuses.
A Marketing and Social Media Partnership Based on Empowerment
If you own a small or medium sized business, you are no doubt bombarded by tenacious and persistent salespeople attempting to sell you a long term social media or online media marketing solution. While some, usually larger, companies can benefit from these types the strategies, many small to medium-sized businesses are unaware of the fact that they already possess all of the necessary tools to produce and manage a very successful social and online media campaign. Furthermore, with the pace of change in the digital marketing space and marketing as a whole, it is vital to make sure that all growth efforts are squarely focused on grassroots, word-of-mouth efforts. Most businesses are not operating at full throttle despite the fact that they may possess incredible and creative talent right under their noses. The primary reason for this "results gap" is that many small and medium sized businesses are failing to maximize the efficient dissemination of content online THEMSELVES.
Simply put, in about 15 -30 minutes a day a small to medium sized business can achieve all that is necessary to have a killer online and social media campaign, and with just a little more setup, can actually own their traditional and digital marketing plans.
Simply put, in about 15 -30 minutes a day a small to medium sized business can achieve all that is necessary to have a killer online and social media campaign, and with just a little more setup, can actually own their traditional and digital marketing plans.
Your Team Can Get the Job Done--Just Show Them How
It is important to keep in mind the origins of social media when determining how to approach the space for your business. Social media was never designed to be big business. It was designed for anti-social individuals to carry on relationships with other anti-social people without ever leaving the safety of a laptop screen. Social Media has only become big business since entrepreneurial companies realized its seductive power. Since social media was always intended to be easy to use and easily shared, it is only logical to assume that many of the awesome people on your staff are entirely capable not only to manage your social media and online marketing presence, but also make it profitable and curate an exceptional "resume" for your business. All most business need is a little direction for a few hours. That is where White River Consulting comes in.
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No business really likes Marketing and Social Media. With Fake News, and misinformation, marketing has become a scramble for sanity, Some do it well, others don't. The one constant is that as both the foreign and domestic customer base become more sophisticated, your business must adapt and use all the tools available to build a brand and thrive. Now that we have that behind us, let's put the craziness to work for your business.
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The Social Media and Online Media Excuses--Learn Them, Crush Them
But I Don't Have Time for Social Media, I need a Company to do that.
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Wrong, an adequate social media program takes 15-30 min a day and while there are excellent media agencies ready and willing to pour hours into your social media presence it is not necessary for most small business. It does not take 15 million likes and followers to present your business in a positive light online--just a good website and solid content. Furthermore, you know more than any other person or entity about your business. Why trust a outside agency to not only learn, but also educate the internet about your business. This is the perfect job for you and the employees you already have.
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But Social Media is Complicated!
Wrong, twelve year old children have hundreds of thousands of followers. Heck, glance at the browsing history of the computers at your business and undoubtedly Facebook, Twitter, and if you have a staff of real go-getters, Linkedin, will surface with great frequency. This is not a bad thing, it is a resource that your small business needs to harness. With the right system and plan, and a little dedication, Social Media and Online Marketing can be useful and not just a headache.
