I’m pretty fed up with reading advice on leadership and management in business organisations from people who have clearly never done either. Increasingly, these are the same people who view social media as having a deterministic effect on business and insist that businesses “don’t get it”. Oh, really?
In the next breath we are told by the expert how Web 2.0 and social media are driving a revolution in “people-to-people” interaction, closer customer relationships and customisation of products and services to fit the customers needs. Abandon your management and factory-thinking — they tell us — lead your knowledge workers in to the new dawn of the revolution.
If you were alive before 1990, have read any books over the past 20 years and/or don’t rely on the internet as the sum of your knowledge then you may be shaking your head slightly by now. Certainly social media tools are relatively new, but enabled by cheap computers and fast network connections, which are made possible by the factory-thinking of mass-production, engineering and globalisation. Experience has shown that those engineers and production units require a bit of good management, some business processes and, yes, leadership.
So what is new here? Not much. It’s a sales pitch that attempts to reinvent mere tools as a strategy that will revolutionise the way business is done.
Social media is an important tool that is informing marketing and helping businesses, customers and clients to find out what each other are really about.
The Small Business Internet Marketing Vacuum
Our local high streets are in trouble with many small local businesses closing due to falling sales and increasing competition from supermarkets, chain stores and internet retailers. But it’s easy to blame external factors for business failure and, to their credit, many of the small retailers that I talk to are looking forward and want improve the way that they present their business. They understand that they have to differentiate themselves, demonstrate their expertise, engage with their customers and provide them with a great customer service experience.
Photo From kevindooley
For many small retailers, part of the marketing plan is to create a presence on the internet, usually starting with a basic website and occasionally moving toward on-line selling. So, imagine yourself as the owner of a small shop and try a few google searches for information on internet marketing. Plenty of articles that are short on practical advice, any number of internet marketing courses and a sprinkling of grand ideas. Much of this information also assumes a more than passing familiarity with the internet that many shop keepers don’t have, in my experience.
I think that what small, high street retailers need is more zero-based, practical advice on internet marketing. These businesses are hungry to capitalise on the potential of the internet to improve their reach and inform new and existing customers but they lack good information and help. There is still a big opportunity here.
Can you help by pointing to good resources for small retailers on internet marketing and how they can apply it? Links to articles, case-studies or events are much appreciated. If you have any please post them in a comment.