By Joyce Sunila
Despite the constant buzz about social media, Internet marketers worldwide are starting to sour on it. Facebook, Twitter, and the like may be great for celebrities, political movements, TV shows, trendy retailers, and kidsโ social lives, but the vast majority of businesses (small or mid-size and relatively obscure) canโt make it work.
A recent study from Econsultancy and Adobe found that in 2013, smart-money Internet marketers will be putting social media on the back burner and betting on content to lure consumers and increase sales.
I was glad to see the value of content (website copy, e- newsletters, and e-blasts) confirmed. Why? Because content marketing is what I do! Iโve been doing it for 8 years, and I regard it as the cornerstone of Internet communication. Iโve never strayed from it.
Well, almost never.
I did dabble in some Pinterest Boards for a hot minute. I posted photos of women who were looking fabulous in their 50s, 60s, 70s, and beyond. My idea was to become the observer par excellence of exceptional aging. Once people saw my inspiring boards, Iโd be just a few steps away from owning some serious marketing leverage.
Iโd link the boards to a bunch of other social media sites, everybody would see them, and before you could say โ90 is the new 60,โ Iโd be the leading expert on growing old with style. This would attract the attention of my target market of cosmetic surgeons, dermatologists, and medspas, who would deliriously pursue me, begging me to provide the content for their e-newsletters.
As you can imagine, it didnโt work out quite so well. Unfortunately, I couldnโt really nail down how to make that viral thing happen. And until and unless my boards went viral I was justโpardon the expressionโpissing in the wind. Meanwhile, I was taking a boatload of time away from other productive tasks.
So my Pinterest boards eventually languished. I went back to my old standbys: direct mail, e-newsletters, publishing in Plastic Surgery Practice, andโmost importantโlavishing time on my existing clients.
If youโve been scratching your head about the time you spend answering questions on Facebook, wondering whether itโs paying off, check out the Econsultancy study. Sometimes the big thing is OK for other businesses, but not the right fit for you.
About the Author
Joyce Sunila is the president of Practice Helpers, providing e-newsletters, blogs, and social media services to aesthetic practices. You can contact Joyce at joyce@practicehelpers.com or visit the Practice Helpers Web site at www.practicehelpers.com.