Saturday, September 12, 2009

The "Blunderbuss" Approach

Today's marketing through social networking might look like pellets from a "blunderbuss" or shotgun; scattered over a vast area "with the power of the burning charge divided among the pellets, which means that the energy of any one ball of shot is fairly low." (Wikipedia) This is so unlike the advertising of a few years ago, when people shopped mostly in large malls choosing their stores by name and discount coupons, that it is often misunderstood.

The advertising done in the past by radio, TV and the newspapers was very direct, like someone aiming a bullet at a bull's eye. It might go straight and true but it might glance off the target uselessly. As large shopping malls took the place of the local shops consumer loyalty disappeared. They clipped the coupons and followed the bargains. This type of advertising probably worked well for the large stores in well populated areas where customer turnover didn't harm the bottom line. It has been of no help to small business entrepreneurs with limited advertising budgets.

Today's consumers are becoming different types of shoppers. They search the internet for information before making purchases. They look to small businesses as well as large. That's why no matter how scattered social networking looks...IT WORKS! Unlike what happens to the pellets fired from an actual blunderbuss, these pellets of information get spread around, shared and help build relationships. They help you to connect with existing as well as potential clients and customers who learn to trust you aw you tell them your story. These consumers then pass on their relationship with you to others, building a community.

Ifyou want to build your business in today's world, you can't overlook social networking as a tool. You need an online presence and strategy. It needs to be active and consistent.

Judie Fouchaux
Meeting Your Social Networking Needs

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