“Just wanted to let you all know, 2 minutes after the email hit I got a phone call from a customer… stating they just got an email from us and wanted to get [product]! Nice! Its always good to see marketing work that quick!”

To those engaged in social media, his idea might sound terrible. That’s because it is. On the surface, keeping prospects on your website and less distracted sounds right, but it’s missing the entire point – and opportunities – of social media.

The point of social media is to connect with people in the way they prefer. It’s letting them form the relationship on their own terms. Some people are nearly addicted to Twitter while others feel it’s a waste of time. The point is to share your content on various social media. It’s simply showing up where your customers and prospects can get to know you before they become your customer. This is especially true in B2B marketing.

A website is designed to increase your business. However, long before prospects answer your call to, “Buy from us,” they will more likely answer your call to, “Get to know us.”

So, yes, social media icons on your website will drive visitor traffic away from your website. If your site visitors like what they see on your social media accounts, they are sure to return your site for more, and eventually buy from you.

Getting to know you…

Marketing includes many things: creating a brand, telling your story, finding a target audience, engaging that audience, and selling them your product or service. This creates other questions, like how do you create a brand, where do you tell your story, and how do you discover who is your target audience?

What’s the best way to engage that audience, and how do you know if they will buy your product or service over a competitor’s? There’s much more to marketing, but marketing should be viewed as an essential and ongoing part of business, rather than a task to be checked off a list.

Marketing doesn’t need to be complicated, but if you want any of your efforts to result in increased business, it comes down to relationships. Marketing must begin with a genuine interest in building relationships with your target audience. Relationships that last aren’t built overnight, nor do relationships happen because of one good advertisement or an interesting tweet.

If you’re committed to developing relationships with your current and potential customers, you’re on the right track.

Americans have been referred to as consumers for a long time. Today, we’re not just consuming electronic gadgets, food, and other products, we’re consuming information. That information, or content, can be news, entertainment, social media, or finding a recipe for biscotti.

Businesses that provide the content people want are better positioned for growth. In the not so distant past, companies that provided valuable content were appreciated. Today, people not only appreciate your content, they expect it.

Regardless of your business, you have content. It just may be in your head, and not easily available to your audience. This content can range from how your technology can save your customer money to offering advice on how to choose the right furniture for your home. Your expertise should be shared with your audience. This gives potential buyers a chance to know you, and they appreciate the benefits of your free advice.

Offering content, especially free content, to your audience is no different than the free glass of water you get in a restaurant. Will there be people who drink the free water and don’t order a meal? Maybe, but the expertise you share is sure to have a payoff.

Branding is the foundation of your marketing.

It’s nothing new. In fact, the word “branding” became popular in the days when one rancher “branded” his special cattle to distinguish them from another rancher’s ordinary cattle.

Today, branding isn’t painful in quite the same way as it was in the past, but it’s more important than ever. Effective branding requires careful planning, effort, and commitment to stick to your brand. Some people find that a pain. The branding I’m referring to here is really brand positioning. Things like logo design and company colors support your brand, but they are secondary to what your brand represents.

Your brand is a promise, and your brand integrity is how well you deliver on that promise.