The Four S's of Marketing in a Web 2.0 World

What does Web 2.0 mean for marketing small businesses today? This was my topic in a recent panel discussion at the Partnering Works Business Conference on September 26th. I summarized the following points to help companies look at the big picture, which I call the 4 S's:

1. Strategy. Strategy is the lifeblood of a strong business. With Web 2.0, the marketing opportunities seem endless. A solid strategy will allow you to focus on what's most important to fulfilling your mission, vision, and values. By focusing on your marketing strategy, you can choose tools and tactics that go beyond the trends and bring real value for your business.
2. Segmentation. In traditional marketing, many small companies focused on two to three market segments. With Web 1.0, personalization became important when reaching out to those segments. Web 2.0 is more robust, which means a bit more work for small business owners. Now, we have at lest dozens of market segments to track, requiring detailed audience profiles. On the upside, the work pays off when your audience feels connected to your online presence.
3. Substance. Your web site can no longer be a repeat of printed brochure. Now that you have dozens of audiences to reach, there should be segments of content on your site that speaks to all of them. Break the micro-segments into major audience categories, then craft your site content to focus on real solutions, reflect how those customers buy, and reflect your voice and principles.
4. Social Outreach. Online marketing is no longer a one-way dialogue where the company controls the message. Marketing is now a conversation controlled by the customer. Being transparent and "wearing your heart on your sleeve" helps you connect with your customers. As a result, the former "trend" of social responsibility is an expected norm. Companies are expected to be active in their local and/or global communities. Sustainability is expected to be a baseline standard for operating your business. Outreach and open communication is much easier thanks to Web 2.0.

Underlying the Four S's is the relationship. Marketing is all about the relationship. If you focus on the relationship, you can leverage the Web 2.0 tools that make the most sense for your customers and your business. Don't get caught up in the flash and glam of all the options of Web 2.0. Keep true to your strategy, (micro-)segment your audience, provide real substance, and commit to social outreach. When Web 3.0 rolls around (some say it's already here), you'll be ready to make a smooth transition to deeper marketing relationships.