Build Your Bridges Before You Need to Cross Them, a Post by R. Clint Peters

I recently received an email from a family member asking for my help in establishing a social network and Internet presence to market a new business they had started.

The relative wanted my advice on establishing a free website (Weebly.com is what I use for my web sites — you can have ten free sites, which is seven more than I have established), help in setting up a blog (WordPress.com is the host I use for my blogs, of which I have four, but only The Book Reviewers Club is getting prime exposure), and, finally, some advice in using social networking.

After a few hours of consideration, I sent a one-sentence reply:  You can’t start a Twitter account the day you launch your new business, and expect be an instant success.

The first question I asked was how long had they been planning this business?  I was surprised to discover they had been working on the business for almost a year.  I replied they should have started the Internet and social networking the same day they started working on the business.

In today’s marketing schemes, the audience needs to be created and developed long before there is an object to place in front of them.  A baker needs to have someone anxiously awaiting the loaf of bread being pulled from the oven.  Don’t bake the bread before anyone wants a slice.

After the relative began to recognize they were operating from a less than positive position, they had a few questions about social networking.

We have since shared several thoughts on what to do to establish connections on Twitter, LinkedIn, Facebook, and other social networks.  Basically, build some bridges before an attempt is made to cross the river.

First, don’t make the mistake of attempting to be the center of all social conversations.  For example, join some conversations as an interested observer, without mentioning your business.  Find something you are interested in, and reach out to the social networks associated with that interest.  If you have your identity established, eventually someone will come looking for you.  An example in the writers’ world would be familiarity with a fellow author.  Your knowledgeable comments have more weight if you know what you are talking about.

Second, use social media to create a foundation or additional strata for your business.  Perhaps ideas can come from the social media conversations you are engaged in.

Third, use social media to promote all aspects of your business.  Social media might not be the answer for driving direct sales, but it could provide a buzz, and help promote events.

My relative’s new business focused on conventions, wedding receptions, any event that would draw a large number of people.  However, the event was localized.  The company wanted to provide services in a small area, Los Angeles, not the whole of the Internet.  Using Twitter as a vehicle to promote the company would result in people thousands of miles away responding.  The buzz had to be restricted to a small area.  That made things a little more difficult.

My suggestion was simple.  Instead of asking “Do you need a party planner?”, I had them ask “Do You need a Party Planner for your Wedding in Laguna   Beach?”  My relatives did not have to drive to New  York to plan a wedding.

Finally, there is no “One Hour Answer”.  Rome wasn’t built in a day.  Keep trying.  Keep networking.  Keep asking.  Most importantly, keep asking.  A friend of mine in Milwaukee was the top local used car salesman.  When he was asked what made him better than any other salesman, he simple replied, “I simply ask them to buy the car.”

#RClintPeters