In the past, the biggest obstacle to SMEs adopting highly effective promotional tactics was money, or lack of it.
Television advertising and prominent Yellow Pages ads were among the most effective ways of getting your promotional message out there.
But being able to afford the kind of money required to make an impact was beyond all but the deepest of pockets.
Ironic then that now that the online world has created a comparatively level playing field when it comes to online marketing, it still remains out of reach of all but the more successful, or time rich businesses.
Social networking allows smaller organisations to reach out and create new and low cost promotional channel.
The problem is, the technique takes considerable time to learn, perfect, master and maintain – something most time-poor smaller business operators just don’t have.
However, at least one social networking method is proving to be both free and low maintenance, yielding impressive results for those who participate.
One of the exciting and powerful features of most social networks is ‘Groups’.
Groups are essentially groups of members of people sharing a similar interest. There are groups for practically every interest you can think of.
Among consumers (Facebook et al) there are Groups for rock fishermen, rock collectors, crocheters, scrabble players and roulette players.
For those in business (LinkedIn et al) – marketing groups, taxation groups, tourism groups, leadership groups and so on – usually facilitated by established organisations in each field.
These groups allow all kinds of useful information to be broadcast to group members with just a few clicks.
You can start a discussion, conduct a survey, publish an article, advertise a job, ask for opinions – or just become part of conversations other people are having (aka ‘posts’).
Then of course there is the ‘gold’ – the call for suppliers.
Yes within these groups, prospective customers will come straight out and ask other members for recommendations for suppliers of pretty much anything.
While they are asking other members for referrals, suppliers can politely put forward their credentials and interest in the work described.
But that’s not all.
Every time you engage in any conversation at all, the name of you and/or your business is getting out there into the cybersphere. Not just as ‘feeds’ within the group but within emails sent to all members who ask for email updates.
Like its physical equivalent, the more you are ‘out there’ with a comment, idea or job post, the more you are seen and followed and in turn the more you are renowned within your field of expertise.
So the more you engage with your group, the greater the profile you get.
But care must be taken with preserving your online integrity.
Just as no-one likes a partygoer that does nothing but brag about their business prowess, so too do Group members who can easily tire of shameless self promotion.
So care must be taken to observe the rules of the Group and not be too overt with the promotion of your business.
In other words, slowly and carefully build your reputation as an expert in your field rather than expect immediate and overwhelming results.
The beauty of Groups is that unlike many other social networking activities, you are communicating directly with business decision-makers on issues that affect them. And if you can help make their lives easier they will remember you and reward you accordingly – with new business, referrals and more.
So join a Group today – and reap the benefits.
Have you enjoyed a win out of social networking Groups? Tell us about it below.
In addition to being a leading eBusiness educator to the smaller business sector, Craig Reardon is the founder and director of independent web services firm The E Team which was established to address the special website and web marketing needs of SMEs in Melbourne and beyond.
Smart Company is the leading online publication in Australia for free news, information and resources catering to Australia’s entrepreneurs, small and medium business owners and business managers.
