We all know that Al Gore invented the Internet to connect people from all over the world. So, if the Internet is for connecting, why do so many businesses fail to achieve this goal? Some may not know theÂ . Others may not know howÂ to tell their brandâs story. Â While many still think thatÂ going viralÂ is the key to success.
The main reason businesses donât connect? They donât take a holistic view of all of the many web channels. They donât realize thatâ¦the web is a living, breathing, integrating machine.
To get a holistic view, letâs start with the basics. Okay?
1. The web isÂ alive.
The Internet is alive and well. Just likeÂ Frankenstein. But a lot less scary.Â
If youâre a small business, donât be scared to make an impact. Respect the digital medium. And make it come alive by repeating the famous quote of Regis McKenna: âmarketing is everything and everything is marketing.â
Here are a few other tips:
- Learn how to communicate in an honest, authentic way that resonates with your audience. If you donât have time to learn, or canât do this yourself, hire a specialist.
- Paint your walls withÂ colorful content.Â And no, this doesnât mean create a beautiful logo (although that always helps). Itâs more along the lines of creating engaging experiences within every interaction you have with your customers. It goes a long way.
- Donât shout to your customers. Talk to them like theyâre people. After all, they are human, right? No? Then you belong atÂ the end of the internet.
2.Â Â Â The web isÂ ubiquitous
You canât go anywhere without seeing the Facebook, Twitter, or YouTube logos. Theyâre everywhere. Which is why your business needs to be everywhere (that makes sense for your business).
If your business does not yet have social media accounts, work with a marketing or media agency to get up and running. Here are a few basic ways to stand out and get off the ground:
- Create a custom landing page for Facebook
- Get a Twitter custom background and secure your Twitter handle with the name of your company (do it right after you read this post! need help? just ask!)
- Being ubiquitous doesÂ notÂ mean repeating the same updates on each different channel. Itâs great that you created a shortcut for yourself. Awesome. But therein lies the problem. Each social media platform has its own, unique way of communicating â which is why you shouldÂ notÂ link your Twitter account with your Facebook, or vice versa. (more on this in the next post!)
3. The web is informal
In college, we learned how to use big words. Yep, just like ubiquitous. The reality? Itâs not that impressiveÂ with GoogleÂ at our fingertips. Unless youâre an SAT company (andÂ evenÂ then!), donât try to impress your customers with big words. Itâs better to be authentic than academic [tweet this!]
Hereâs how to be casual, cool, and collected:
- Write to the reading level of a 5thÂ grader on the web. Yes,Â Wrinkle in TimeÂ style. This may or may not require 5thÂ grade humor (use at your own discretion)
- Informal doesÂ notÂ mean lazy. I repeat: Informal doesÂ notÂ mean lazy. Being informal requiresÂ a lotÂ more work than being formal. Why? Itâs about doing more with less. This takesâ¦work! Lots of it.
- Informal can still mean academic. You can offer an academicÂ approachÂ minus the academicÂ style. Thereâs a difference. An academic approach educates and informs, without being unnecessarily wordy. Kinda like this post, eh?
Why do you think things spread on the Internet? Please comment below.
This post originally appeared on the Vocus blog.