There’s an old line often attributed to Woody Allen: “Eighty percent of success is just showing up.”

I can say without a doubt that in the digital marketing world, this is absolutely not true. If you think just having a website, just being on Twitter, just creating a Facebook fan page is successful web marketing, you are fooling yourself, and you don’t get it at all. In fact, if you think this, go to your room. No supper!

You’ve got to, you know, like, do something

The fallacious thought behind this behavior is that people will just see whatever it is you’re offering, like it’s some sort of magic trick. Or, in the social media space, people will be so enthralled that a company is deigning to exist in the online space that they’ll perceive the brand to be “cool” or “trustworthy.”

You can’t build a reputation if you have nothing to offer. Contributions to the community in the form of valuable content are what will yield the trust and respect you desire.

Success on the web doesn’t just happen.

The beast is hungry … and picky

Social media sites are growing. Content is being created, and consumed, at an incredible rate. Attention spans are short, and if the beast doesn’t like what’s on offer, it will move on. Only the best content will be remembered. How do you give it what it wants?

1. Identify your audience.

This is an easy one. In fact, you should already know who your audience is. If you don’t, you’re getting way ahead of yourself. Stop. Turn around. Go directly to Business Plan. Do not pass Go. Do not collect $200.

Create profiles of your product’s users and their behaviors. Are they affluent? Where do they shop? What do they do for work? What subjects do they find most interesting that your product can affect?

2. Find your audience.

Where do they “hang out” online? Seek out some of the well-known social sites and use tools like Quantcast.com to find out if they fit your demographic profiles. Quantcast can also tell you if people are spending a lot of time on the channel or if they are just drive-by users who stop in but not for long.

Remember, reaching the right people with your content is more important than reaching a lot of people who may or may not be interested in your message.

3. Read your audience.

What types of content are they consuming? What content gets the most attention, comments, embeds, forwards or likes? What content spurs the most conversation? What conversations are they having that you can offer insight into?

Understanding your audience’s web behaviors will enable you to effectively communicate with them and provide them with the kind of content they crave.

The beast embraces the hand that feeds it

Still not quite figuring out what the communities you’ve identified want? Here’s something novel: Ask! Don’t be afraid to engage with them. A little humility will go a long way. If you show that you trust the community, they’re probably willing to trust you back.

The takeaway

All you need to do is give the beast what it wants. Now. It’s hungry. And your competition’s ovens are fired up.