How to Adjust to the Web 2.0 Marketing World

Change is good but not always easy.

If you have been involved in internet marketing, or marketing in general, the Web 2.0 landscape offers new and exciting opportunities. However, its very nature means that you may have to unlearn old methods to be successful.

The following are several Web 2.0 paradigms you will have to learn and adjust to.

First, the term Web 2.0 has been hyped for a couple of years now and, still to this day, isn't completely defined. However, for the purposes of this article we can safely say that Web 2.0 marketing is the use of social networking websites (e.g. Digg, Delicious, FaceBook, YouTube, Flickr) to promote a product or service.

The defining feature of all these websites is that the content is user generated. This presents excellent marketing opportunities, but it can also be a double edged sword. By putting yourself and your products in the Web 2.0 world you are giving anyone a free license to express their opinions about you and your product.

For the most part, participants in Web 2.0 websites are there because they want to be, whether because they like what it does, to browse or to be part of the community. Keep this in mind when promoting your product. Present content that people will generally want to see and try to become a member of a community naturally. Do not simply sign up to FaceBook and send friend invites to thousands of people without a valid reason.

As mentioned, if you are going to engage with other internet users you have to take the good with the bad. Be prepared to take criticism. Even better, be prepared to learn from it. You can use constructive criticism to improve your offerings. Instead of giving your audience what you think they want, why not give them what they really want?

Avoid Sales Speak

One certain way to damage your reputation in social media is to pour on the marketing hype. Users don't want to hear about your product. They don't even want to hear about you. It may seem counterintuitive, but you have to forget about what you're offering. Once you establish yourself as an authority, people will naturally come to you for advice and, eventually, as a customer.

Be prepared for the long haul. It's a simple process but it's not easy. Success will come but it may not be on your timetable.

 

Written by: David C Skul - CEO

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