Social Media, including Facebook, Twitter, Flickr, blogs and YouTube to name a few, has revolutionized how companies stay in contact with their customers. It has proven an effective marketing and customer service tool in many case studies. And as more and more people join the Social Media arena, it is becoming increasingly important for businesses to incorporate Social Media into their marketing plans. But is it the right thing for all businesses? Even a small business?
The fact of the matter is that small businesses typically have a smaller marketing budget than their larger corporate competitors. With Social Media, you can exert the grass roots power of your fans to grow new business! What’s not to love about an unpaid sales force?
Have you ever had an experience with a business that was so refreshing or inspiring that you couldn’t wait to see what they did next? Maybe you received outstanding service, or the ambiance was amazing, or they offered a unique service and you wanted a way to stay connected to them post-experience.
Within the last year, I discovered a new-to-me neighborhood coffee shop that roasts its own coffee. It’s actually within walking distance of Serendipit’s office! Not only was their industrial, but cozy ambiance and free wireless a refreshing change to the standard yuppie coffee shops, but also their friendly service and commitment to the environment was in line with my own. They rotated local artists’ work and sponsored local art and music shows.
Discovering this gem of a neighborhood hot spot, I asked Google to see how I could keep in touch with my new coffee love affair. I quickly found their website and was so excited to see they had a blog! “Perfect,” I thought! “Now I can stay informed on what they are up to!” Much to my dismay though, the one and only blog post was over a year old. I was disappointed in my artsy coffee shop. How could they ignore the fact that I want to cyber-stalk them to stay hip to my neighborhood’s happenings and growth? I was sad that I couldn’t stay connected to them from my laptop or send interesting blog links to my neighbors. And, I am positive I am not the only disappointed fan.
I know they are only a small coffee shop and I forgave them in exchange for my drip coffee goodness. But I had to ask myself, what opportunity were they missing out on by not staying plugged in to their fans? It truly does not matter how small your business is. No one starts a business hoping that it stays small and the truth is that every connection you make with your audience will help grow your business. By offering your fans unconventional and accessible methods of staying in touch with you, you employ a Social Media marketing team. Your fans will share your blog, recommend your Facebook page and refer you business.
Social Media is an especially important aspect of a small business’s marketing plan. Customers feel more of a connection to small businesses than large corporations and it would be a crime to leave a captive audience and potential Social Media marketing teams wanting more.
I still check the coffee shop’s website from time to time to see if they’ve jumped on the blog bandwagon. It’s never too late to add social media to your marketing profile! I’m still hoping my coffee shop will!
Illustration credit to: Jay Lopez
2 Comments
November 4, 2009 at 9:14 am
I am of the opinion that every social media tool is not right for every business need. For example, I see no reason for most restaurants to have a blog. Unless they’re changing things up frequently with new menu items each week, or new wines each week, the content will be pretty stale in a matter of a post or two. There’s only so many times you can write about Monday’s happy hour and Thursday’s ladies night.
Before you embark on your social media blitz, and plaster yourself all over the Internet, be sure that the tool fits your model. If not, you’re sure to have something out there that may be more of a hindrance than a help.
Another gem I heard before I started my own blog, that I tell to all new social media minded businesses:
Figure out how much content you can pump out in a week, a month, and a year. How many articles do you plan to write in your first year. Can you think of them on day one? If not, you may have a hard time coming up with content when it’s due.
Cheers
November 4, 2009 at 9:40 am
Great opinions Matt! I agree to an extent, of course blogging and social media isn’t a fit for everyone. However, I think it is for most businesses today. A restaurant or coffee shop should most certainly have a blog, in my opinion, as long as they can find fresh content a few times a week. It’s not just about the “coffee of the day special,” but how about featuring employees, talking about conversations employees have had with customers, stresses of owning/running a small business, posting photos of new items, of that restaurant participating in community events…or even talking about causes and issues that patrons and employees at that establishment have strong opinions on. Sparking a little debate, hosting a contest…you catch my drift. There are endless opportunity for blogging and doing it right, no matter what your business is, but you have to be will to invest the creative energy and the time.