Strategies to Grow Your Business and Build Your Brand

Social media has created a momentous shift in how we communicate with one other. It has become the great digital equalizer; small and large companies alike can build their brands, expand their businesses and connect with their clients online via social media outlets.

To understand social media, one must understand how communication has changed. Traditional marketing involved identifying a target market, crafting a compelling message and “pushing” it out via channels that would reach a specific audience. Typical strategies included advertising, commercials, brochures, direct mail, billboards, flyers and even websites. Social media has changed this dynamic. Now consumers have a public voice. Did you have a bad experience at a restaurant? Complain about it on Yelp. Do you love a certain athletic brand? Share your passion on Facebook or Instagram. Clients, colleagues and employees can become your biggest advocates or your greatest critics.

Another dynamic occurring today is the overload of marketing messaging online and the need for compelling, relevant content. Consumers are inundated with an excess of unsolicited marketing messages, and commercial real estate professionals are no exception. When asked if they get too many emails, most say “yes.” Consumers now have the power to just say “no” through action: they can unsubscribe from e-blasts, skip TV commercials using TiVo or a DVR, or avoid radio commercials by subscribing to satellite radio.

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