Social Media Is Important: A Local Business Approach

Spending on marketing can be tough to justify. Many times we spend on marketing because "it's worked in the past." New options, like Facebook, Twitter, Google Search, even texting, are half-respected, half-questioned. That's understandable. In a small business there are so so many things to worry about. We were never compleeetely sure those newspaper and radio ads brought in more than they cost, but at least we knew them.

My own Dad operates a small business. He's always been a little ahead of his competition in the technology realm, so I wasn't surprised to hear he was spending on SEO and some other web programs for the business a few years ago. Still, in conversations, I could tell he was skeptical about the value of a Facebook Ad, a follower, a like or a comment.

"How is it helping me? What do I do to improve? I just don't understand it."

Again, this is completely understandable. There's been so much to think about the past few years. It's hard, and taking on more outside opinions is always a challenge. But times really are changing. I'd like to take a quote from the recent 007 movie Skyrim, the scene with Judi Dench on trial making an argument for 00 agents:

Today I've repeatedly heard how irrelevant my department has become. Why do we have agents, the 00 section, isn't it all rather quaint?Well I suppose I see a different world than you do. And the truth is that what I see frightens me. I'm frightened because our enemies are no longer known to us, they do not exist on a map, they're not nations, they're individuals, and look around you, who do you fear? Can you see a face, a uniform, a flag? No. Our world is not more transparent now, it's more opaque. It's in the shadows. That's where we must do battle. So before you declare us irrelevant ask yourselves: How safe do you feel?

Thank you, M. Our customers aren't enemies like Javier Bardem, but they are in the shadows, making decisions away from our influence.  Before our friendly service has a chance to influence them they're knee deep in customer reviews on Google, Yelp, FourSquare, UrbanSpoon, Facebook, and more. Google calls this moment of search the Zero Moment of Truth. All of that copy we wrote, all those clever phrases, that's all on one search result in a local Google search that brings up our business. The rest of the results? 2-200? Those words were written by experienced customers, just like the one searching at home. They're knowledgable, they're trusted, and they're still talking. 

Someone searching for something we can offer can't be expected to give us the benefit of the doubt if we have no reviews, or even worse, a few very poor reviews and nothing positive. When competitors look better on paper, they're perceived better in the search.

The good knows is there is something you can do. You can control what people find when they search. Sure, you will have unhappy customers, and they may leave unfavorable reviews, but by claiming your business on the networks and making social a real part of your operations you'll get new reviews, better receptions, and more customers.

Claim your business on the networks. Fill out the information. Add photos of your products, your services, whatever it is your customers enjoy. The beautiful thing about a local business is how well they understand the area. Somehow, your business fits into that area. It could be in a big way or a small way, but it has its place. Use social to stake claim to your service to the area, let your customers and friends market for you, and have fun with it! 

Local Collaboration on Twitter

Getting followers on Twitter can be hard. I don't think it's so much that locals aren't interested in your tweets as much as they just don't know about your account. We encourage teamwork between local businesses to build awareness of local twitter accounts. Cross promote by re-tweeting and tweeting at each other. But remember, your followers can't see a tweet you send to somebody if they don't follow that person as well. For example, if Butcher Shop (you) tweets "@Candystore hi" to Candy Store, and your follower Bob doesn't follow Candy Store, he won't see the post. To avoid this,  don't lead the tweet with their tag. If you start the tweet with anything except for their twitter handle, all followers will see the tweet. 

So, do this : "Hey @Candystore" or "Hello @Candystore" 

Not this: "@candystore hey." 

Twitter Advertising Targeting Options

Twitter is an affordable way to promote your businesses' account to locals. Target by keywords, location and more. Some tips when choosing what exactly to promote on Twitter: 

• When promoting an account, make sure your short description in the header clearly defines what you use the page for. Somebody that would follow you on Twitter will recognize your logo and name, so don't be too obvious. Assume that people expect you to be on Twitter, and tell them how you're using the network to add to the community. It could be updates on the menu, or updates on local events around the area you sponsor, or don't sponsor. It's up to you, but make sure it's clearly defined. 
• When promoting a specific tweet ask a question about the community. It's likely you're targeting locals, and since your business is local, talk like a local! Promote a post about recent events in the city. "It's halftime vs. Italy? Will we win by 4 goals, or 6?". 

Remember, on Twitter, Facebook or other networks, you're in the context of all of their favorite things, people, and places. To stick out you have to understand exactly where you fit into their lives. What is it you really do for them? Put things into perspective and it will help you define how you can use Twitter to be an even bigger part of their lives.