The good news is that more companies may invest in their online presence in 2011.
The bad news is the dizzying array of available mediums that await them.
“I definitely think the ground is thawing out and people want to get back in the game,” said Peter Schelfhaudt, chairman and CEO of Creative Partners in Stamford, Conn. “I think the total spending is increasing, but also the array of marketing tools is multiplying, so certain media might see a continuing downswing in spending.”
You”™re seeing more companies investing in social media capabilities, which could serve as a promotional public relations platform.
Social media a cost-effective route
“Instead of spending $200,000 on a radio campaign, a company may end up hiring a person for $60,000 to focus on social media like Facebook, YouTube, Twitter, and does a whole campaign for a fraction of the cost,” Schelfhaudt said.
But social media is not the be-all and end-all of online marketing.
“The most success I”™ve seen with Facebook and Twitter is with events,” said Sherry Bruck, creative director at Harquin Creative in Pelham. “The New Rochelle BID, for instance, uses Facebook to propel awareness of kids”™ and business events downtown. But you should always be linking to your website. Don”™t just use Facebook as your only venue.”
Select industries stand to benefit more from social media usage than others, said Andrea Wagner, principal of Wagner Web Designs in Yorktown Heights.
“I have a funeral home (client) that just set up a Facebook fan page and he said, ”˜I know it sounds crazy, but I want to jump on the bandwagon,”™ ” Wagner said.
What can you do for me?
She cited industries that social media tends to synergize well with.
“Restaurants that have something to offer on an ongoing basis do well,” she said. “I tell my clients, ”˜People don”™t want to know about you. They want to know what are you going to do for me?”™ People who, for instance, say, ”˜Visit my website and get 20 percent off”™ receive more Facebook fans. People don”™t want to be your friend just because.”
Investing in the company website was ”“ and still is ”“ a high priority for many business owners.
“People are realizing their website is a 24-hour-a-day, seven-day-a-week broadcast tool,” Bruck said. “In the past, it was very passive, and now it”™s all about driving traffic. It”™s ”˜What do people do when they get there?”™ ”
Bruck said budgets have been tight since 2009, but clients are seeking information.
They want to know who their target market is and what they”™re thinking and feeling.
Many outlets to choose from
“There are too many outlets now to throw stuff at the wall,” she said.
Industries that were hit hard by the economic downturn, including building and construction, may have high search engine rankings, but placement may have little or nothing to do with actual services bought.
“It”™s a question of, ”˜Do we want to invest this money regardless?”™ ” Wagner said. “I think smart business owners realize the benefit of advertising in good times or not.”
And though it would be an exaggeration to coin these times as “good,” they certainly aren”™t what they were circa 2008-2009.
“2009 and the first half of 2010, people were in kind of a limbo,” Schelfhaudt said. “People were wondering where the economy was going. But if you look at the stock market over two years ago, it”™s probably up 40 percent.”
I have to agree that business seems to be picking up in the Public Relations arena. Last year, my public relations and marketing communications business, ShellMar Consulting, suffered, no matter how much self promotion and networking I did, potential clients just were not spending marketing dollars. This year however, is looking up, I’ve luckily had businesses reach out to me to discuss commuications strategies. I’m very optimistic this year!