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Big Brands vs Small Businesses
I’m not revealing breaking news when I tell you that big brands have resources small businesses lack.
Amazon.com has the resources to create a massive online presence that your neighborhood book store simply does not.
A strong online presence is critical to commercial success these days, but it gets expensive. Fresh content daily, videos, participation in online forums, etc all requires time and attention small business owners often have a hard time finding time for, and outsourcing these activities tend to fall into two broad categories: 1) Expensive, 2) Ineffective.
The Power of Inbound Marketing
Having said that, an Inbound Marketing program to which you are committed and participate in daily has the potential to transform businesses. I’ve seen this over and over.
There is no cheaper form of leads than leads from inbound sources, but you have to able to invest time and money initially to get it going. It takes months to “climb the search rankings” and in the meantime you’re sinking time and money into something that pays off later. I’ve seen people get discouraged during the process.
Why Marketing in Communities Makes Sense
The fact of the matter is, Inbound Marketing is a fairly solitary set of activities. Doing research, drafting stories, editing, scheduling, and publishing said stories. Sifting through online forums for topics of interest. Sharing stories via social media and email newsletters. Etc, etc, etc.
But we are social creatures. We (almost all of us) perform better when we have people to work with. This is another huge advantage of being a member of a big brand. The Inbound Marketing and Social Media Marketing teams are teams. A group of 3 to 8 people who together collaborate and get it done.
Often the person who does this for a small business feels that they’re working alone, with little to no input from others.
This is where joining or forming a marketing community makes sense. It allows you to do what you need to do without feeling alone in your efforts.
Types of Marketing Communities
Inbound Marketing Support Groups
The simplest form is the Inbound Marketing support group, where Inbound Marketing people from various businesses get together weekly to compare notes, generate content, link to each other, share each others stuff, etc, etc.
The benefit of this should be obvious.
Inbound Marketing Under a Common Brand
A more complex but integrated approach is where a number of similar businesses band together under a common brand and generate leads which they share.
This is conceptually similar to how farmers forms coops to aggregate their buying volumes in order to lower prices.
Except what is being shared is not the purchasing of supplies, but the “purchasing” of leads. I quote purchasing because the “cost” is partially money and partially time and effort.
If 10 independent estheticians band together under one website and everyone uploads one article (or video) per day, that website will be updated 10 times a day and it’s ranking with the search engines will rise very quickly.
This is basically a cooperative lead generation effort.
Learn More…SEO Needs Link Building