Visibility

Big brands have long been converted to the wonderful world of social media. Big business has an equally big budget plus the all-important resources to pour into this ‘experimental’ area. And it’s paying off. It’s no longer a flash in the pan; it’s no longer guess work. Facebook and Twitter are here to stay and there are thousands more initiatives are hot on their heels.

Despite the obvious growth in social, research carried out by Insurantz.com, shows that just 16 per cent of SMEs in the UK, out of 1,000 surveyed, have Facebook or Twitter accounts. So, small businesses either know they have to get social, but not how or don’t think it’s for them. Either way they’re missing a trick.

More than half of the companies that don't use social networking sites blame a lack of understanding. While a quarter blame lack of funds.

But both of these problems aren’t as momentous as they seem. Digital marketing offers a huge potential for SMEs looking to increase their range and communicate with the audience who matters most to them. And there is a wealth of companies willing to give free advice.

For example, at ad:tech London 2010, which is running from 21-22 September at Olympia. Facebook and Microsoft will be exhibiting, along with 170 digital marketing experts. Not only can they guide you through your problem with jargon-free advice, but you can ask your own questions relevant to your specific business, no matter how small your business or your problem. Plus, there are 150 plus free seminars covering everything from how to make money through mobile at the Mobile Marketing Show to an Introduction to Facebook ads. All free, free, free.

But where do I start?

Participation is the key to success when it comes to social media. Much like email marketing, you must first offer real value before you can expect to get anything in return. Simply being there isn't going to place your brand at the centre of the conversation. You first have to establish your credibility as a member of the community and a legitimate expert in your field.

Establish yourself as a resource by sharing your knowledge. This may mean linking to your blog posts, media coverage of your product or business, or your email newsletter. You can easily add value and show you "get it" by offering your thoughts and commenting on another's blog post or tweet, or by answering a question on LinkedIn Answers.

Once you've committed to a particular mode of communication, be consistent in using it. Frequency of communications is always a challenge for busy small businesses owners, but a regular effort to communicate will help deliver your message most effectively. Eventually, your audience will begin to anticipate your outreach and even look forward to your next tweet, post, update or newsletter.

Because you’re worth it

"Millions of people visit social-networking sites each day at work or at home and yet just 16 per cent of small businesses see digital media as an essential means of marketing their products and services," says James Pickering, managing director of Insurantz.com. "Our research revealed that SME owners under 30 years-old are the most likely to embrace this type of customer engagement, so don't be surprised if online social marketing becomes increasingly important to the modern small business."

Email marketing

Despite critics who have called email marketing's effectiveness into question, email marketing continually delivers the highest ROI for any marketing method. According to the Direct Marketing Association, email marketing delivered £43.62 for every pound spent in 2009.

What makes email marketing so effective? It's simple: permission and relevant content. This means that the recipient is looking forward to receiving messages and considers the content of the emails to be beneficial. For marketers, this translates into a pre-qualified list of prospects and returning customers. All you need to do to keep them is stay in touch with content that is compelling and useful.

Businesses can achieve several important goals with email marketing, but the most important are strong, lasting customer relationships. With email marketing, you can consistently communicate your expertise, your offerings, and your brand, thereby building trust and recognition. When the time comes for customers to make purchases, they'll naturally turn to the businesses they're familiar with and loyal to, and they're more likely to recommend those businesses to others.

Social Media and email should be considered as complementary, not competing, channels. In this seminar they will demonstrate how you can use website content, blog content, forum posts, Twitter feeds and Facebook groups to funnel visitors into your email subscription programmes with a view to maximising business opportunities through automated upsell and lead generation. Email provider Adestra will be leading a seminar on this at ad:tech London 2010, called: Integrating social media for email marketing.

Google Ads Factory

ad:tech will also play host to Google, which will not only be exhibiting and around to ask questions but will also be running free-to-attend sessions as part of the Google Ads Factory tour. Over the two days, the tour will look at how best to utilise Google's advertising solutions in four main product areas; Search, Mobile & Local, Google Display Network & Analytics.

These exclusive sessions will include the latest innovations within these product areas as well as expert guidance from Google themselves on how to maximise the results of your campaigns using Google products. Who said that you have to spend money to make money?

Low cost, high return

Today's small businesses face an ongoing battle for mindshare among their target consumers. These low cost, high return marketing tools provide small businesses with the advantage they need to cut through the noise and get their messages heard without breaking their budget.

ad:tech London 2010 is taking place at Olympia National, London, 21-22 September 2010. This year, speakers include: Google, Facebook, YouTube, Julie Meyer, Google Ads Factory, BBC, King of Shaves, Just-Eat and The Guardian. For more information visit: www.ad-techlondon.co.uk