Seven Valuable Benefits Social Networks Provide and Social Media Marketers Covet

Social Network - Copertina 

(Photo credit:marcomassarotto


By Hector Cisneros

Today I was asked the most important question encompassing the subject of Social networks and social media marketing. The question I was asked is; What is the value of social media marketing, that is what are the benefits of social media like Facebook, Twitter, LinkedIn and Google+. Although these social networks are diverse in nature, they have common values both to subscribers and business people alike. That’s right, even though these networks operate in very different ways, their users often have very different motivations, different backgrounds and personal needs. They all provide these seven values to all that use them. Read on and find out why social networks and social media marketing is changing the face of the internet from what we know to what it will become.

In order for any commodity, service or phenomena to grow on the internet it must provide value. These benefits must be based on un-changing principle for large scale growth to take place. Short term fancy fads will come and go, but massive growth the like that which has taken place on Facebook, Twitter, LinkedIn and Google+ are based on providing unique benefits to their subscribers. The dominance of Google is also based on the principle of providing massive amounts of value to its users. Any long term internet phenomena must also provide a monetary value for it to be self-sustaining. If you want to prosper from the internet today you can’t ignore social networks. In fact, you need to insure that your efforts are in alignment with the benefits these networks provide and you must follow the principle that they are built on. The principle I am referring to can be stated like this; any endeavor or entity that provides massive value to large numbers of people will occupy massive amounts of human kind’s time. Now let us look at these benefits.

Benefit #1. Your Network's Ability to Help You Build Trust and Credibility

One of the main reasons people use social networks is because they are interacting with like-minded people. Indeed, they are interacting with family, friends, co-workers and acquaintances whom they know, like and trust. It’s the principle of trust that I believe is the most important factor. We live in a world were hyperbole if not outright lies are the norm. People want to interact with people they like, know and trust. It's part of our human nature. Social networks allow this to take place in a very democratic and dynamic way. You can organize friends, followers and connections into groups based on trust (among other things) and you can immediately un-trust, block, de-friend, or disconnect anyone you feel is unworthy of your time and attention. On the flip side is you maintain behavior that is friendly, courteous and provide content that is deemed valuable, you become trustworthy. As someone who is deemed trustworthy, you now have their ear, eyes and time. Most importantly you also can use this trust to build your credibility vicariously through the eyes and ears of your social network connections. Again, Trust is a greatly valued commodity that is in high demand in the world today. Gain it and it opens many doors that no other method can provide.

Benefit #2. Your Network's Ability to Help You Connect and Influence Others


Courtesy of Klout.com

Ask anyone what is the best form of advertising and they will usually say word of mouth marketing. Social networking allows you to connect to massive numbers of people, (especially customers and prospects). This ability to connect with large numbers of people is powerful, unlike other types of media which for the most part are unidirectional forms of communications. Social media allows you to directly speak to your social partners. I call them partners because they have as much power as you the seller does. Treat them right and they will sing your praises. Mistreat them and they will share your shortcomings faster than you can say bad reputation. Now using any social network is predicated on the fact that you have built one. What I mean here is that you have to build up a sufficient number of connections in order for your network to produce the results you want. Most people are familiar with the sales rule of ten. The rule that essentially states that you have to go through ten suspects to fine one prospect and you have to go through 10 prospects to find one who will like become a customer. Following this logic, the greater the number of people you connect with, the greater the chance of selling them something. Well your social network also works along these lines. However, I suggest that you view the numbers a little differently. If you only have 100 connections you probably only have 10 people who see your message because they are monitoring their social news stream. On the other hand if you have 10,000 people in your network you probably have 1000 people viewing your message at any point in time. Bigger is always better, especially if you have taken the time to grow your connections in an organic and a value proposition way. So start growing your network, be committed to real, steady and organic growth. You can’t buy trust or loyalty. It has to be earned.


Benefit #3. Your Network's Ability to Help You Quickly Disseminate a Message to Others

If you have taken the time to build a decent size network, you’re now ready for benefit number three. Lightning fast message dissemination. What is a decent size network you may ask? For me it is a minimum of 1,000 connections. At 1,000 connections at least 100 people are viewing your message within an hour’s time that it was posted. You will also have another 2 or 300 viewers before the day is out. Now imagine you have built a very large network of 25,000 connections. Your message would now command the eyes and ears of 2,500 people almost instantly. If you had 1 million plus connections like then Senator Barrack Obama had prior to being elected president you would have commanded the attention of 100,000 people immediately. You get the idea, the greater the number of connections in your network, the greater its potential to create an immediate wave of action. My message to you here is this. If you want to be able to generate immediate response to your marketing needs, you have to take the time to build a large network. By large I mean 10,000 plus connections. Do this and your message will be effective and will produce swift results. You still can’t violate your networks primary needs for trust and value so make sure your still delivery what you promised. Having said that, know that a bigger social network equals faster and more effective results.

Benefit #4. Your Network's Ability to Support All Your Other Advertising and Marketing Efforts

Courtesy of torbesh.com


One of the most amazing phenomena you see happening today is the massive migration of all media messages pointing at or emphasizing social media. You know what I’m talking about. Watch TV commercials, TV news, TV programs, and they are all telling you to connect with them on Twitter, Facebook or other social medium. Look at any magazine, newspaper or listen to any radio commercial. You can’t go more than a few pages or five minutes without hearing the words, “go to our social media page” or seeing a social media symbols in their ads. This is for very good reason. Social media provides the missing element that other advertising mediums have always been lacking. Traditional advertising has always been unidirectional. A one way conversation where the commercials are speaking at you instead of speaking with you. What’s different is the fact that social media provides your side of the communications. So my message for you here is this. Social media can only improve your customers faith and interaction with your company. It gives your prospects and customers another and often better means for them to communicate with you. Ignore this fact and you risk alienating your prospects and customers. Not being accessible via the top social media networks is akin to not being in the yellow pages 20 years ago. I can assure you that your competition is well aware of this fact. If you ignore the importance of social media and how it can help all your other marketing efforts, that’s OK, but don’t ignore your competition.

Benefit #5. Your Social Network's Ability to Provide You Valuable Feedback

One of the most valuable aspects of any type of internet marketing is this. If you set it up properly it provides lots of feedback with respect to how well it is performing. You can measure any number of types of interactions including number of clicks, likes, comments, retweets, mentions, sign up, visits and much more. Conventional advertising does not offer such luxury unless you pay for special tracking phone numbers, require ads be brought in for redemption, etc. Social media's ability to measure most aspects of user interaction is very valuable because it lets you know if your marketing is working. It provides this feedback very quickly. This immediate feedback allows you to change and or tweak your marketing message. It allows you to choose which message is best, to improve a specific message or just stop a program that is just not working. The best social media marketing agencies constantly monitor and tweak your message to produce the maximum growth or result. You hear the saying that feedback is the breakfast of champions, well it’s also a vital necessity for any marketing campaign that produces positive results. So the takeaway here is this. Make sure you require feedback reports showing exactly what your marketing efforts are producing. Most social networks have many built in reports and the owner of the account has direct access to them. However if you never look at any of the reports, you're giving up one of the most valuable benefits that social media provides any business owner.

Benefit #6. Your Networks’ Ability to Provide Low-cost, Direct & Measurable Marketing

Courtesy of nextspace.us


Another great benefit of the internet and especially social media marketing is its relative low cost. Almost all social networks are free to join, setup and use. In most cases the only thing you will be paying for is the creation of custom pages, backgrounds, forms, connection development, connection management and connect engagement. Even if you hire a company to manage all aspects of your social media, your overall monthly cost per network will normally not exceed $400 a month. As a general rule, the more accounts a company manages the lower your cost per account. This is not always true for other types of advertising. So with social media you not only save on setup and usage (which except for the labor is mostly free), you also have lower cost of ownership because building custom pages, and other types of commercial functions cost less on social networks. Now add to this the fact that you can also engage in pay per click/view marketing on many social media networks directly. This can be done for as little as .59 cents a click and you have a recipe for low cost advertising. As a matter of fact your cost per hour of labor for social media will be well below the cost of most other forms of advertising, period. So the take away here is this. Social media development and marketing is a very low cost alternative to most other types of marketing. Use it and save money.

Benefit #7. Your Network's Ability to Build a Social Base for Touch Marketing

The last benefit I want to talk about is that utilizing and building a social network is a
Courtesy of www.govisitcostarica.com
great way to also develop your very own database of customers, prospects and clients. All you have to do is capture the information you have been given access to. This aspect of social media is often overlooked by businesses engaged in social media marketing. The lowest cost type of advertising you can engage in is repeat marketing to your existing customers and prospect base. Direct email and newsletter marketing is a very low cost form of marketing. On top of that you can also use this information for telemarketing and direct mail marketing, both very effective forms of marketing. This is especially true when you are marketing to your established network of customers and prospects. Do yourself a favor and don’t neglect this benefit of social media marketing. Use it and enjoy the benefits of many repeats and upgraded sales.

There you have it, seven core benefits that social networks provide and social media marketers covet. Whether you desire to grow a following of 5,000 or 5 million, sway public opinion, build positive buzz or you just want to sell your product to the millions on the internet, you know you can’t ignore social networks. The growth of large social networks is changing the marketing landscape of the internet every day. This article provides the reader seven unchanging benefits that social networks provide. You can take advantage of these benefits to achieve business growth and obtain marketing goals. Learn these principles that these benefits are based on. Better yet align your strategies and techniques so they principles remain unbroken. Break these principles by ignoring social networks and you could be relegating your company to a dying breed that ignored rapid change in the pass. Besides, social media marketing can be some of the most cost effective marketing you can do today. Be patient, provide value, useful content and embrace the steady growth. If you do, you will enjoy the benefits while others are scratching their head trying to figure out what you’re doing right.

That’s my opinion; I look forward to reading yours.

If you would like to find more articles like this type in your key phrase in the search box at the top left of this blog. If you found this article useful, share it with your friends, families and co-works. If you have a comment related to this article, leave it in the comment sections below. If you would like a free copy of our book, "Internet Marketing Tips for the 21st Century", fill out the form below.



Hector Cisneros is the director of Social Media Marketing at Working the Web to Win, co-host of the weekly Internet radio show, "Working the Web To Win" on BlogTalkRadio.com, a writer, an entrepreneur for more than 30 years, a veteran of BNI for 19 years and was a BNI director for over five years. He is still an active BNI member and follows its philosophy of "Givers Gain." He is the owner of several businesses in Jacksonville, Florida. He actively coaches business owners in the fine art of online advertising, business networking and word-of-mouth marketing. He is president of Website Know How, Inc., a holding company for his business ventures that include: online advertising, word-of-mouth marketing, real estate holdings, non-profit training/support, book publishing, health and wellness product sales and adventure sports. Hector's new book, "60 Seconds to Success," teaches business owners how to get the most from word of mouth marketing by using great 60-second introductions. To learn more about Hector Cisneros, social media, online marketing or word-of-mouth marketing, visit the Networker's Apprentice workshop or his book's website: http://www.60SecondsToSuccess.com

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Working the Web: The Lowdown on Local SEO

By Carl Weiss

Search Engine Optimization (SEO) is a bit like the Air Force in World War II.  It was great when it came to carpet bombing cities.  But it was woefully inadequate when it came to discriminating individual targets.  The phenomenon of SEO is a lot like that.  Type in keywords like Jacksonville Video Production or Jacksonville Boat Club and the companies that pop up on Page One of Google are listed based upon their overall SEO score. 

While this works out fine for video production companies and boat clubs, where customers are prepared to drive clear across town to get the best deal, it doesn’t work so well for businesses (such as Auto Repair, Dry Cleaners or Pizza Parlors) that draw their customers from a smaller geographic area.  Although Google sometimes displays a map of the surrounding area where you can select businesses close to home, it has been proven that search engines have a built-in bias that favors firms located close to the city center. A recent article by Search Engine Journal pointed out:

“Google uses something commonly called “centroid bias”, which means that if someone searches for, say, Seattle Dentist, there will be a bias towards the dentist locations that are closest to the center of the city. While it is possible for a business in a neighboring city to rank for a metro keyword (i.e. a business in Cambridge trying to rank for a Boston keyword), if you’re on the outskirts of a city, or in a city neighboring a major metropolitan area, you’re going to be at a disadvantage.”
The reason this bias exists is mainly due to the fact that when search engines were developed, they were never programmed to deduce the location of the end user in relation to the overall data contained in the system. That’s why it’s called the World Wide Web.

For instance, when you type in the keywords “Jacksonville Pizza,” Google relates the search to 9,970,000 results, of which it displays 11 pizza parlors on the first page. While pizza is a popular dish and Jacksonville is the largest city in geographic area in the US, I seriously doubt that there are nearly 10 million pizzerias in town. More disturbing, the “geo-targeted” listings on the Google Local map start with the three located closest to downtown and work their way out. Still, if I was the owner of a pizza parlor, I would rather be listed than not. So how can a business take advantage of local SEO?


In order to get on the map you need to register your business with Google Places and then you need to complete all the information requested.  And I mean 100% of it.  Having an 80% or 90% score is going to cause more harm than good. It also helps to embed your Google Map and Google+ link on your homepage.  Google+ even offers a widget for both the social posts and the +1 icon that help steer your visitors to your Google+ page.

The most important thing to remember when feeding the 800 lb gorilla in the room named Google is that he is a picky eater that prefers to eat his own brands.  So you should also take advantage of this by also posting your blog on blogger.com and your videos on YouTube.

SEO is Still a Popularity Contest

Anyone who knows anything about SEO knows that when you boil it down, SEO in general has for the past few years boiled down to a popularity contest.  That’s why the search engines put such a high premium on such things as backlinks, positive reviews and reposts of blogs and social commentary.  When it comes to local SEO, this goes double.

From Search Engine Journal, “The three biggest factors in local listings appear to be the number of citations, the number of reviews (primarily on your Google Places listing, though other places do count), and how positive the reviews are overall. From what I’ve seen, positive reviews will trump citations, so persuading your customers and clients to leave great reviews on your Google local page is the single most important thing you can do. Of course, there are some things that have a big impact and that may not be directly in your control, such as how close your business is to the city center.

While it is highly unlikely that you are going to move your place of business in order to take advantage of this last point, it is possible to garner the first.  Many businesses routinely ask their best customers to write (or better yet video tape) testimonials that refer to their business in glowing terms.  Why not ask these same customers to write a review on Google, LinkedIn, Merchant Circle or any local directory in which you participate?  Since it takes less time to write a review than it does a testimonial, it shouldn’t take much persuading to get the task done.

As for such things as comments and reposts on blogs and social networks, that takes a bit more organizing.  But it is well worth the effort.  One of the ways to accomplish this task would be to partner up with other local businesses in a kind of “I’ll scratch your back if you scratch mine” alliance.  The way this works is that you would recruit 5 or 6 non-competing businesses in your area.  When you write a blog (which you should do once per week), you would forward it to your teammates and they will comment on and rebroadcast the blog via their social networks.  You will then do the same for them. 

If you don’t want to go through the time and trouble of creating these alliances yourself, there are SEO clubs such as http://clubwcubed.com that will organize, manage and train you in these and other online marketing techniques.



Buying Your Way into the Game

While it is possible to use all the tactics above to position your site prominently on the search engines, there is one other way to up the ante. You can buy your way into the game. 

“Use a service like Yext to make sure that the information from your Google Places page is spread across all of the other major local platforms, in the same format. Each of these will become a citation, which is hugely valuable. Also, use a tool like KnowEm to snag all of your social profiles (while not strictly local-centric, many profiles will show your name, address and phone number, which will instantly give you a whole pile of local citations.) Google of course is free, but using Yext and KnowEm will set you back $500 to $1,000 per location depending on the packages you select (KnowEm is a one-time fee, but Yext is ongoing.)” - Search Engine Journal

Also there are companies like ours that will provide search engine/directory posting to the top 100 search engine/directories starting for as little as $250 for a one time post and $200 a month for monthly posting. 


Regardless of how you get the job done, the most important things you have to ask yourself when it comes to local SEO:
1.      What would it be worth to have my site prominently displayed on Page One of the world’s most popular search engine?
2. What does it cost me if my competitor is on Page One and I am not?

While it might cost you time and money to win the war of online dominance, this is one war that you can’t afford to lose.  If you would like free copy of our book Internet Marketing Tips for the 21 Century click here and fill in the form on our home page.

If you would like to find more articles like this type in your key phrase in the search box at the top left of this blog. If you found this article useful, share it with your friends, families and co-works. If you have a comment related to this article, leave it in the comment sections below.  If you would like a free copy of our book, "Internet Marketing Tips for the 21st Century", fill out the form below.




Carl Weiss is president of Working the Web to Win, a Jacksonville-based leader in online marketing.  He is also co-host of the BlogTalkRadio.com radio show, "Working the Web to Win," which airs every Tuesday at 4 p.m. Eastern.

The Definitive Guide to Local SEO – Search Engine Journal

Working the Web: Making Sense of Online Marketing

Marketing Viral
Marketing Viral (Photo credit: Wikipedia)

By Hector Cisneros

Have you ever entered a conversation about marketing and became instantly perplexed by the terminology being bantered around? Did you get confused trying to follow the how, what, when, and where in the marketing plan? At the end of the conversation, did it seem like an epic tale spoken in Greek? If this is where you are with regards to internet marketing then this article is for you. This article is part of a series that is designed to cover basic terminology and actionable elements, as well as give specific steps for developing your own marketing plan. 


Part I: The Basis of Search Engine Marketing and Social Media


Spark Creative - Basic Computer Courses
Spark Creative - Basic Computer Courses
(Photo credit: Spark Creative Ltd)
This series will take you through all the internet marketing venues including; Landing page layout, Search Engine Optimization, Search Engine Marketing, Blog/Article Marketing, Pay Per click Marketing, Email Marketing and Direct Mail Touch Marketing. It is meant for a business person new to internet marketing, but the techniques covered will work as well for the seasoned veteran. The series as a whole will tie all the elements together and provide you with a plan for internet marketing success. Stay tuned and tighten your belt because this will be one fun and productive ride into the world of internet marketing.



Marketing can be rendered in two ways. To start off, marketing can be implemented as a one-off advertising event or as a campaign. As a general rule, campaigns are longer term commitments that need to be planned out. By nature, campaigns in general produce far better results than one-off advertising purchases.

Campaigns are broken into two types: Strategic and Tactical
Strategic refers to all the long term aspects of your overall campaign goals. They should align with your company’s unique selling propositions (USP), your mission statement and the principles your company follows. Tactical refers to shorter term goals, along with specific elements used as part of a daily, weekly, monthly or quarterly campaign.

Strategic and tactical limits of battle
Strategic and tactical limits of battle (Photo credit: Wikipedia)
For example: You may have a long term objective to land 1,200 new monthly subscribers of your product/service in one year. Your tactical plan will include specific marketing elements (different type of advertising like Pay per click, Blogging, Social Media Contest) that will run on either a daily, weekly, monthly, quarterly or on an annual basis.

Annual agreement should always be part of a cohesive strategic campaign. Examples of these types of programs would be a Social Media Development campaign, (i.e., growth to approximately 1,200 fans) or Search Engine page Ranking campaign, (i.e., reach a page one position). These two items generally take some time to achieve. Trying to engage in this type of marketing as a short term proposition usually doesn’t work.

From a digital marketing perspective, organic efforts are usually set up as part of a long term campaign. For the most part your individual elements will be set up on a monthly, quarterly, semiannual, or annual basis, but the contracts themselves are usually annual. This is due to the fact that reaching long term goals usually take longer to achieve. An exception to this is pay per click which usually runs until your money runs out. We will talk more about this later.

Some of the marketing elements you chose may not seem to change much. For example: Social network development or Organic Search Engine marketing efforts are usually annual contracts. You would normally pay a monthly fee to a company that is providing some guaranteed growth or rank position, not running ads. However, if the companies you contract with are worth their salt, they will constantly change what they are doing in order to meet the growth targets or reach your page rank goals. Contrast this to individual pay per click ads running on Google or Facebook and you will notice you are managing (or having someone manage) specific tactical ads that are usually geared to taking advantage of event driven circumstances (seasonal or other promotion etc…). Pay per click ads usually have a shorter in duration play, have a finite run and a finite budget that may or may not last a year.

The Promise of Pay Per Click


Certificado Renovado do Google Adwords para a ...
Certificado Renovado do Google Adwords
para a 7 Pontos (Photo credit: 7Pontos.)
Now let’s define a few more terms that are bantered about. We’ll start with Pay Per Click.  PPC as it is often referred, means that you are running specific ads on one of the search engines, directories or social media sites. Typically Google, Yahoo, Bing, Facebook or LinkedIn. Each time someone clicks on your ad you are charged a fee based on the highest bid for the keyword. Winning the bid will trigger the appearance of your ad in a specific location. This will differ between the specific medium you choose  (i.e., Google Search, Facebook etc.) But with all of them the person that bids the most gets the best placement.

In many contracts some services charge for each view whether a person clicks on the ad or not, (a.k.a. pay per view). Generally you are charged per thousand views/exposures. In most cases PPC is better than PPV because you only pay for an actionable event. A click through to your site.

Search Engines vs. Social Media


Before we get too far into PPC, let's define Search Engines and Social Media a bit more. Search mediums fall into two categories, Search Engines and Directory Listings. The primary search engines are Google (which has 81% of all search traffic), Yahoo, Bing and a few others. Secondary Search mediums include directories like Merchant Circle, City Search, Search Local and thousands of others. Today the line is becoming a little blurred as Social Networks have gotten so big that they also provide search services. Facebook has 900 million subscribers. Twitter, LinkedIn, YouTube and Google+ exceed a billion subscribers.

All social networks provide some form of search function and the top five also provide PPC, PPV and sponsored ads. A search on a Social net is different from a Search Engine search in that it’s targeting is based on a subscriber profile (which can include geographic, demographic and psycho graphic information listed in a person's profile) as opposed to keywords.

Social Networks Defined


Now let’s define social media or more precisely, social networks. A social network is a free subscription service that individuals and businesses join for their own reasons. Many individuals join to connect with family, friends and coworkers. Others have joined because it’s the new “in” thing to do. Many businesses join because they want to connect with prospects and clients to sell and support the products/services they offer.

As a rule, people join social networks for one of four reasons; to connect with others, find useful information, be entertained or learn interesting facts. Another important rule to remember is that nobody joins a social network to be sold to. Businesses on the other hand join because they want to sell and connect with prospects and clients! They want to sell to the millions of subscribers on these social net
English: Infographic on how Social Media are b...
Infographic on how Social Media
are being used, and how everything is
changed by them. (Photo credit: Wikipedia)
s. But rest assured that if you try a direct sales approach you will lose many of your fans.Selling on social nets is done by word of mouth, testimonials, recommendations’ and a little bribery. Yes, you can run PPC and story ads and yes people will buy from those ads, but that’s not their primary reason for being there. If you ONLY run commercials, your fans will be turned off and may block you. The best way to sell anything on a social network is to let your happy customers become your raving fans. Let them tell your story and reward them for promoting your products or services. In my article called the “six cardinal rules for success in social media marketing”, I lay out six guiding principles worth following. If you're interested check it out. It will provide some useful insight into an approach that works.

Is Organic Better Than Paid?


Another term related to Search Engine and Social Media Marketing is the term Organic. Organic in search engine marketing refers to a company’s listing position that was reached based on that search engines criteria, (verses a paid position). For example; Google’s primary determining factor for organic position is being “Relevant, Current, and Useful.” Relevant means how well your content matched the keywords being searched.  Current means it is timely and fresh.  And content refers to information that is useful to the user. Ads are not very important item on the list!

Organic, when used in a Social Media circles, usually referrals to natural growth of your connections (followers, fans and friends etc.). Natural growth means you did not buy or bribe the follower/fan by giving them gifts or holding contests.

However, the most important aspect of your social network growth is not whether it was achieved by organic means or by bribing them to follow with gifts. The most important factor is how loyal they are to you and your brand. As a rule, fans who follow you naturally are more
Press Release SEO Example
Press Release SEO Example (Photo credit: w2scott)
loyal than those who were cajoloed.  But the difference in loyalty long term is based more on what you do with these fans once they are connected to you.

The last marketing element I want to discuss in this article is audience size. Market size is very important. The primary reason that TV, Radio, Newspaper and the Yellow pages dominated most of marketing for so many years is that they had the largest market share.

Today, traditional advertising mediums are all losing market share rapidly. The average person is moving into the digital age where TV, Radio, News Print and Yellow Pages are being transformed into their digital replacements. Google is the new Yellow Pages, YouTube, NetFlix, Hulu and others are becoming internet TV. Many online newspapers and periodical subscriptions exceed their paper counterparts in size. Traditional advertising media were measured in cost per thousands and the maximum number for reach was in the millions. The Internet’s primary means of measurement is still cost per thousand but the reach is potentially billions!

This transformation is taking place because the internet is ultimately so much more personalized, convenient and user-centric than traditional media ever was. As a medium for content the internet offers more choices, allows the individual to engage on their timeline and it gives them the ability to truly interact and communicate with the advertisers and their peers directly. This is something that traditional content mediums like TV, Radio and Print could never hope to match. On top of that, the digital world is truly global whereas conventional media was, (and still is) almost always regional at best. This new global reach also means that your market is now the whole world!

As a business owne, it’s important to recognize the additional advantages that digital marketing provides over traditional media. One of the biggest problems with traditional media was it only offered minimal tracking capabilities. You could create a special tracking phone number or use a tracking code on a coupon, but for the most part it was much harder to attribute specific sales to specific ads. Conversely, digital marketing can track specific actions in many more ways. Clicks, views, requests, forwards, re-tweets, posts, comments, calls and more can all be tracked directly to an individual online ad. More importantly, prospects can be targeted geographically, demographically and psycho-graphically.

With the advent of email and social networks, your cost for staying in touch with both prospects and clients have plummeted. Engaging in meaningful communications and distributing information can now happen with the press of a button.

In this article I explored many digital marketing elements. I defined and compared strategic and tactical perspectives. We defined, compared and explored the boundaries of Search Engines and Social Networks. We explored the difference between pay per click, and pay per view as it pertains to search engines and Social Media marketing. And last but not least we defined the importance of audience size and the transition from traditional advertising to the age of online marketing. Future articles in this series will explore the many aspects of online marketing. I hope you have enjoyed and learned from this article. If you have a different perspective, comment or thought, share them with us.

That’s my opinion, I look forward to reading yours.

If you would like to find more articles like this type in your key phrase in the search box at the top left of this blog. If you found this article useful, share it with your friends, families and co-works. If you have a comment related to this article, leave it in the comment sections below.  If you would like a free copy of our book, "Internet Marketing Tips for the 21st Century", fill out the form below.




Hector Cisneros is COO of Working the Web to Win, an award-winning online marketing company based in Jacksonville, FL.  He is also co-host of Blog Talk Radio’s “Working the Web to Win,” which airs every Tuesday at 4 p.m. Eastern.