This week, a company that runs high-end estate sales started a raffle for an Andy Warhol print. You enter the raffle one of three ways: "Like" them on Facebook, write a review on Yelp or follow them on Twitter. Increase your chances of winning by doing all three.

This company is already successful. Lines often form before they open. And they do the normal estate sale marketing by putting ads in local papers, doing mailings plus banners and signs for a considerable distance around the location of each sale.

They already use their email and website well. The website features extensive pictures of the items in each week's sale. The first announcement of the sale goes to everyone's email box on Tuesday morning. (Ok, sometimes Wednesday!).

Most sales run three days. There is usually a discount on the second day, with a deeper discount on the third day. An email reminder on the first day lets people know about the next day's discount, and an email on the second day alerts people to the third day's discount.

Their raffle of the Warhol print is designed to build their Internet presence in other places. They have recognized what is becoming increasingly clear. More and more people are using alternative sources to locate businesses and to make business choices. Building your business in 2013 requires more than traditional marketing, a website and an email list.

What are the advantages of the three marketing choices this company has made?

Facebook
Facebook is kind of a "no brainer" these days when it comes to social media marketing. Even such Internet giants as Google, eBay and Amazon have Facebook pages. Facebook is easy to use and can produce results quickly.

In many ways, it's easier to look for a business on Facebook than by doing an Internet search. A business's Facebook page immediately shows you how many people "like" the business. This gives you a rough idea about the reach and popularity of the business, and total "likes" gives you idea how many people are satisfied with the business. For example, 19 million people like Amazon. In the past, the number of “likes” could be manipulated by using methods such as buying “likes” through spammers. Facebook has done an excellent job in penalizing Facebook pages for these manipulative tactics and in minimizing the amount of "false" likes on their network.

Comments give you an idea of the specific services that have made the business successful or issues that have arisen for customers (or potential customers) of that business. Many businesses have multiple pages on Facebook, Amazon, for example, has pages for its APP, Kindle, Students, UK, Books and Fashion.

Yelp
Yelp is a popular directory that provides general information about local businesses in a wide range of categories; Yelp has a short thumbnail with address, phone number and pricing information. More important, Yelp members rate listed businesses and make comments.

Yelp is only one online business directory. Being listed in several of these reliable directories is a good way to help customers find their way to your website. Multiple directory listings also contribute to your website's local search engine optimization (SEO). If you have a business that services a specific area, being listed in these directories is vital in being found online locally.

Twitter
Twitter provides immediate communication with users via mobile devices. "Tweets" are short, and many people monitor Twitter all the time. For a business that has 3-day sales, tweeting offers a way to remind people about the sale and the day's discount and to share pictures. A picture of people lined up before the sale or crowded inside can cause people wonder what they are missing by not being there.

People are becoming more and more addicted to rapid or instant communication via computer, tablet or phone. In this case, Facebook, Yelp and Twitter are websites that have been incorporated into one business's marketing plan.

Marketing has to keep up with the changing way people keep informed and use media, and businesses have to keep up with these trends. For most companies, an effective website is only the first step. The next step is to expand your business's marketing reach to other websites and online services. Which websites and services will best serve your business depends on your business itself, your targeted customers and your local business environment.

Thanks for reading. Jason.
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