# step 6

Make your social enterprise known: Online Marketing and PR are the way!

If someone doesn’t know that you exist, how can they ever do business with you?

Marketing is the solution everyone looks for to give an impressive visibility to products and services. It is made of a set of processes for creating, communicating, delivering and exchanging offerings that have value for customers, partners and society as a whole.

By quoting Philip Kotler, the father of Modern Marketing, the heart of marketing is to

“create, communicate and deliver value to a target market at a profit”.

By the way, if your intention is to achieve a social change, communication is crucial to spread your mission throughout the society!

Obviously, nowadays Online marketing is the most powerful instrument to increase your visibility on the web, by using for example banner ads, e-commerce, Search Engine Optimization strategies, social media and e-mail marketing.

Moreover, in order to spread your social business and its solutions in the most efficient way, a great option is the Promotion Mix that is a combination of various communication techniques, such as advertising, personal selling, sales promotion, social media marketing and public relations (PR).

In a marketing campaign a peculiar mention is for Public Relations activities, that aim to stand out social business values by using nonpaid forms of promotion and information to influence customers’ and society’s feelings, opinions or beliefs about the company, its products or services.

You can check the importance of PR activities by yourself:

Communication is also related to the Brand and Visual Identity of your business.

Branding is all about perception. It is about creating, managing and building a desirable perception within the marketplace.

Now, let’s try to be creative! Close your eyes and just think about the image to be associated to your product or service… It can be a symbol, a name, a logo, a slogan or a design scheme. And what about the colours?
Creating a brand means to choose an explicit image to represent implicitly values, ideas and personality of your social business.
People will recognise the brand and they will easily associate it to your business idea.

Don’t forget to include Social media in your winning communication strategy!

Social media represent the current arena to express opinionsshare picspoint of viewsideas and through which users are able to create online communities! For all these reasons, social networks are the best place to convey the messages or ideas that your brand represents.

As long as social media request immediacy of emotions it is better to use smart messages, easy language, accurate keywords… and don’t forget the power of pictures! Sometimes images can be more effective than any words.

With 3 billion users around the world in 2018, there’s no doubt that social media has the scope and tools to bring great opportunities for any business, including social entrepreneurship!

Are you curious to know what happened to this guy who spent $500 to test Facebook promotional services on a new Facebook page?

Finally, nowadays to be found on the web by potential clients who don’t know you by ranking high in online searches is a MUST! SEO, Searching Engine Optimization, is the way. It starts with determining the keywords and phrases that could be used to find your organisation… and then making sure your website is properly structured to take advantage of those words.

In fact, today it’s not about get the traffic, it’s about get the targeted and relevant traffic, generating successful leads and sales in your social business.

Explore this SEO Guide for 2018 in 10 minutes!