Local Gets Social: It's about time

When it comes to media, messaging, social media, branding and business communications in general, I think there are several distinct, parallel universes. (Corporate giants may qualify as a couple of different animals in their own right.)

I also think most of us will agree - by us, this time I mean consumers - that the question isn't IF a small business should use social media, the question is HOW?

>>> Why I'm convinced small businesses need social media
>>> ...and yet another convincing argument

The short answer is, just (about) like anyone else. If everyone on the 'net is all a-twitter about Mother's Day, you probably should be too. But your comments don't need to trend worldwide. They need to reach your local audience, your followers, and entice them to share. (In case you're so busy running your business you haven't noticed, in 2012 "share" means "recommend." And "recommend" still means "new business.") 

If you're a worldwide brand, maybe your Mother's Day comments should ride the coattails of a celebrity story, a la "Do you admire Angelina Jolie's maternal style?". If your business focuses on a 25-mile radius, though, leave Angelina alone. You can focus on something much more personal, much more real.  A bring-a-friend offer is the ideal engagement tool for you and your customers. For example, "Bring a friend who's like a mom to you" or "tell us what your mom did that drove you crazy, that you do now and both of you get 20% off your next service."

See? It's easy. And it's important, because no matter how small your business, you don't want it to get any smaller! The hard part about any form of marketing is finding the time to do it. The next Local Gets Social Tip will focus on finding the time to reach your market and attract new customers.

~Diane Stresing

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Don't let the Pepsis and Cokes of the world define your marketing plan. Yours is probably better, anyway. Need a little help getting on the right social media track? Find out what a professional copywriter can do for you.
  << it's a safe! Isn't that cool?!

If Your Business is Local, Why Go Social?

Does your small business need a social media presence? Yep. If you don't have one, you've already lost more than a handful of sales. Don't waste any more time asking this question.

Phone books are dying (faster than newspapers; at least something is) and if a quick search doesn't result in a nice, clean page or full-blown site about your business, your prospect moves on to a business that does. Click, click is the opposite of clink, clink - the money drops in someone else's jar.

The good news is you don't need much. A Facebook page will do. So will Twitter, or another free/low cost option. But it's gotta be all YOU. Your business, that is.  If 'everybody' in town knows John Doe has the best cheese biscuits, that's great. But your personal Facebook page isn't going to introduce others to your talents, snag the catering order, or be top-of-mind when the gang's going to lunch. (Unless the gang's office is next door to your biscuit bistro.)

Case in point: a friend of mine was looking for a craniosacral massage therapist. She'd heard of one in town. A quick online search didn't reveal the local practitioner's name, but it listed several others. My friend called a therapist across town - 35 MILES across town - and has been there several times. That's called a lost opportunity, and it shouldn't have happened.
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New to Fan Pages, need help managing yours, or determining how to use the right keywords in the right places? want to establish a free website or establish your business presence on Twitter? It's time - get started now.
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If your business is local, HOW should you use Social Media? < next Local Gets Social tip.

~Diane Stresing