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In today’s age, social media is used for a variety of purposes. Among them, personal communication is probably the most popular way of using social media. Social media is an innovative way for people who are completely unrelated to connect, so naturally it can be used for many people and organizations.
Social media can also be used to promote businesses, both big and small. Social media is a great way for organizations to get the word out about the services that they offer because it is free and is also a current method of communication. To find out more the role of social media in promoting small businesses, and the impact of social media on these organizations, keep reading.
One of the biggest benefits of utilizing social media in the small business setting would be the ability to attract new customers. Not only are you able to reach out to new customers, but you are able to find these customers by reaching out to current ones. Offering a discount to new customers is a great way to expand your brand through social media. Additionally, connecting with current customers can be done by advertising the organization’s social media accounts at the physical location of the business. This way, satisfied customers are able to connect with the organization and also help spread the word.
Another way that social media can impact a small business would be reduced cost in advertising. Many traditional ways of promoting a business required a person to post an advertisement in a newspaper or other traditional medium. This cost, however, has been eliminated as social networking sites are free. Some of the most popular sites include Facebook, twitter, LinkedIn, Google plus and YouTube.
Open communication between the public and organization is a huge impact caused by social media. The business is now able to receive immediate feedback from customers through social media websites. This can be positive, even if the feedback is negative because it can be used as constructive criticism.
Creating and maintaining your brand can be a big reason as to why one should use social media. If the public has no idea what to expect from your business, social media can change that, and allow you to set the tone of your organization through status updates, colors and other content.
An example of some of the ways in which social media can affect a small business would be through the use of Facebook pages. A few months ago as I was scrolling down on Facebook, I noticed a fashion page that my friend liked. I then clicked the store webpage and was introduced to a great local business, just by using Facebook. As you can see, social media works every minute of every day to bring us content that we might light, which is basically how small businesses are advertised.
Social media has the ability to make or break a small business. If people like what they see through social media websites, a local business has the ability to go viral. For this reason, social media has a profound and often positive effect on the small business.
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The internet today is a highly interactive environment. It’s no longer enough to simply post a few news pieces a month while running your business. Your fans, customers, and followers expect a higher level of visibility from you and your business, and you can use that to help your business grow naturally and effectively.
Sites like Youtube and Vimeo offer great options for your business to put out large pieces of video content to your customers. This can take the form of video blogs, showing everyday life at your business and what you have been up to lately. It can also include demos of your current project, or pieces that let you engage with your fans. A good example of this is how Google puts out full product demonstrations of their newest products and services on their Youtube page. Another example is Red Bull’s viral marketing videos that perpetuate the culture of Red Bull as active, athletic, and cool.
However, Youtube and Vimeo are not your only options for putting out video content from your business. Recently, services like Vine and Instagram Video have become very popular. These services allow you to record and post micro-videos from your smart phone. These videos can give tiny tastes of your company culture. Often, these videos are most effective if you use their miniscule lengths to comedic effect. Many video game developers use these services to provide small updates as to the latest build of their current game.
No matter the service you choose, the most important thing to remember is to show your business’ personality. Video is direct and personal, and if you remember that you will garner more customers through your content.
Direct mail marketing is one of the most effective marketing tools in the arsenal of a small business. It combines the factors of cost effectiveness and precision with variability.
Typical advertising mail (Photo credit: Wikipedia)
The efficacy of direct mail as a marketing practice stems from the fact that the marketing message is delivered straight to the prospect thus cutting out the noise created by the other materials contained in marketing collateral such as brochures and catalogues.
Direct mail, while not being without its own disadvantages confers a lot of advantages on a small business. The biggest incentive for a small business to include direct mail is probably the lower cost of getting across directly to the prospects.
Direct mail also works with some tools in order to be effective. These tools include the following:
i. Sales Letter: This is one of the most fundamental yet potent tools in the direct mail marketing kitty. A great sales letter simply identifies a problem, presents a solution to that problem and then makes an offer to send something free to that effect. The sales letter is usually short enough to keep the attention of the prospect but long enough to provide the necessary information at that time.
ii. Flyer: This is one of the cheapest tools of direct mail marketing. It just requires that the small business owner print a simple flyer that will not discourage reading. It is important however, that you fold the flyer well so that it survives the postal journey. Additionally, the exposed parts of the flyer would need to contain sufficient information to entice the prospect to open and read further. These tactics are usually very effective.
iii. Postcard: Postcards are also very inexpensive but effective in generating leads in marketing. These days, postcards printing need not be done through conventional printing procedure as a small business owner can simply get a nice design and then order the print online via the internet. The size determines the volume of the marketing message that will be included on the postcard. It is however, important to note that a postcard is typically small so the marketing message has to be generally brief and direct. Make it a point to ensure that important information like your website address and phone numbers are very visible so as to encourage visits.
iv. Special Delivery: Well, special deliveries are really more expensive than ordinary snail mail but then it quite certainly guarantees that the prospect will read it. This is because a marketing material sent via express mail like FedEx or UPS indicates that the prospect is very special. It is also important not to overdo the marketing message, just keep it simple so that the prospects do not get turned off.
v. Invitation: This is also a bit more expensive than the usual mail. The incentive here is that it allows the small business owner to get very personal. For example, an invitation to a launch sent with a personalized invitation is more likely to generate interest and likely positive response.