It's amazing how my insight into the world of marketing, consumerism and business in general changed when I left radio two years ago. When you're immersed in something - traditional media in my case - a majority of your thinking and actions are shaped by that world you live and breathe and make your bread and butter in. Even though I fought the entrenched powers that be to no avail (the web can be your friend, really!!) ... it took being ripped from the comfort and constrainsts and limited view of that world to realize the true nature - and full potential -of the fast evolving online landscape. It also didn't hurt that I suddenly had plenty of time on my hands ... full days at a stretch (while job hunting) to spend online, learning and experimenting and talking and listening and soaking up every interesting post and article and tweet I could. I also knew the value of in-person interaction, so I began attending every internet/web-related conference and casual gathering I could. These were luxuries I could not afford time-wise when I was chained to my radio job. And chained I was. Radio is exciting, but it can be a 24/7 beast that dominates your life to the nth degree like nothing else.
I had dabbled in social/new media while I was still in the thick of my 12-plus year radio career. I was blogging and reading tons of blogs. I had embraced 'open innovation', which emcompasses crowdsourcing, user innovation and the like, but I didn't begin to truly comprehend the nature of what was happening in the world of communication until I was able to jump fully into the web waters. I had read plenty about how things had changed, but had I really understood and embraced the change myself?
I chuckle when I hear radio stations and TV shows mention Twitter now. If only they were that open minded when I pitched them the potential of social media and 'consumer empowerment' two years ago. But that's the nature of the business for traditional media, and unfortunately, for most businesses as well (small business in particular). It takes a sea change in consumer behavior to the point that the news cycle is overwhelmed by talk of Tweets, Twittering, Facebook hitting 250 million users and so on. It takes a very 'old media' maven like Oprah trying Twitter before some feel they can dip their toes in the new media waters. But it doesn't have to be this way.
If you're a business owner, no one knows your business like you. And if you have superior products and service, then you have almost all of the ingredients for success. Almost all. Because in this day, in the summer of 2009, a majority of your customers and potential customers are living two lives: one 'offline' (in the brick and mortar world) and one 'online' (the click in Brick and Click ... hopefully my blog and business name makes a little more sense now). And those two lives have been merging for some time now, to the point that a majority of people are connected to the web continuously, via iPhones and Palm Pres and laptops and computers at work and at home. So when they're walking down Main Street, looking for a 'real world' experience ... a nice sandwhich or cup of coffee or new pair of shoes ... they've also strolling the digital version of Main Street, checking out your website, whether you're on Facebook or Twitter ... maybe Yelp for recommendations. And since it's never been easier for businesses to be a part of the conversation with consumers ... many of those consumers are reminded about that great cup of coffee or that scrumptous sandwich because they happen to be a 'fan' of a business on Facebook, and that business put out a short message in the morning that the bread is fresh, the coffee is too, and there's a table waiting just for you.
If you're a small business owner and you think the best way to reach customers is an ad in the local (dying) newspaper or a fancy sign out front, then you need to be ripped from your mooring for a bit. And if you think it's as easy as setting up a Facebook Fan Page, without understanding social media history and strategy, you still don't get it. You need to decide right now if you want to be the business that is out in front on Digital Main Street, in addition to the brick and mortar street you're on. You want to be the person who understands the art of conversation can extend online ... so when you make that special connection with a customer you just served, you can make sure to stay connected by properly promoting your Facebook Page and Twitter profile and e-mail newsletter. All of these involve 'permission marketing', the best kind. Because customers that connect with you online want to hear from you. They want to talk to you. They want to know more about your business. And they will be the key to ensuring your success. Because there's nothing quite like an army of passionate consumers who become evangelists for your brand ... spreading the love offline and online.
You need to decide right now if you want to take your business to a whole new level, one that embraces a few simple yet profound methods to successfully cross-market in the 'brick' and 'click' worlds. The water's warm. Consumers are swimming right now. Are you ready to dive in?
