David Mihm with SEOmoz presents a compelling case on the disconnect between small business owners perceptions, and typical consumers actions in respect to how commerce takes place. In his article Clearing Up Digital Marketing Confusion Among SMBs he begins with an observation made while attending a recent conference.

At the event, an analyst presented a recent study which found that a large percentage of small business owners expect to make acquiring customers though Facebook one of their top business priorities. Mihm goes on to debunk the proposition that Facebook could be a significant factor in generating sales. He cites a survey on how people would look for a specialty lawyer. Of those surveyed, only 2% of them would even think of using a social network, with most respondents (about 35%) preferring to ask a friend.

The real thrust behind Mihm’s post is to point out that SMBs need to recognize the difference between activities that build brand awareness from those that generate sales. While not downplaying the significance and importance of engaging in social media, he notes the diversity in digital marketing activities, and lays out how each tool can be viewed in respect to engaging with prospects and new and existing clients.

This article further reinforces that SMBs still have a long way to go in sorting out the most effective means to not only attract followers, but to convert them into customers.

 

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