why you need to be friended... or social media for the small business

most of my clients are small businesses, mom and pop shops, or family businesses that support more than one family through their income. and when you think of the typical mom and pop shop, the last thing you imagine is, 'i wonder what's up on their facebook page' or 'what are they tweeting about today'. after all, it seems a bit silly to tweet about the latest haircut that you just finished, or the great new lunch a customer just ate.

or does it?

increasingly our society has become very social-media minded. everyone is on facebook, from tween and teens to gen x- and y-ers to babyboomers... even some grandparents. sites like facebook give non-techies the opportunity to use technology to share their lives and communicate with friends both close and far away. it keeps them connected with younger generations, as well as reuniting with old friends. social media sites give every consumer the power of really using the internet to communicate for themselves, not just listen to what everyone else has to say.

and let's face it, it's kinda fun.

but most small businesses don't realize the opportunity that social media also brings to them for reaching out to customers. and THAT is where the opportunity truly lies.

facebook, twitter, myspace and other social media sites are places where friends virtually gather. and since i (as a consumer) am more likely to patronize a business that my friends recommend, what better way for you to connect with me than through my friends.

now before you go running off and creating a social media account on every provider site you can find, please remember that like any media outlet, you should use social media judiciously. here are a few tips:

1. know the rules of the site
understand both how to post, and what kinds of postings are allowed. don't be a rule-breaker, your account could be canned and your image severely hurt.

2. check your account frequently
the last think you want is to appear negatively, and lack of postings or responses will certainly come off that way to regular users of the media.

3. remember what it is for
your social media site is not and should not be a replacement for your regular business marketing website. it should be a place where you can reach out to customers and potential customers to inspire conversation and feedback that help your business.

4. set up the right account for your business
if you are trying to reach baby boomers, you might not want to bother with social media sites targeted toward tweens. know your media outlet (or ask a professional for advice) and target your site so that you are reaching the right people.

hopefully this gets you started on the right path. i'll post more ideas and suggestions as i hear back that this is a topic of interest, but in the meantime, i strongly suggest you give social media a try. set up a personal account and start playing with it. who knows, you might just find your next customer there.

40 days in the desert... and how to get outta there

i don't know about most of you, but i've been seeing some pretty dry times around the lead pool lately. as a small business, we depend on regular leads and often referrals to keep our businesses afloat.

but in times where the economy still seems to be shrinking (despite what you hear on the financial news channels), and banks don't seem to be as free lending all that money we gave them back in January... well, let's just say that the watering hole we're used to is starting to look more like the Sahara.

so how do you find an oasis in this desert? well, the first thing you need to do, despite your inclination to the contrary, is KEEP MARKETING. yes, i know. it seems crazy to keep spending money on advertising, but what little business you have coming in is probably due to that advertising you did months ago... and if you stop now, in a few months those leads will be even fewer than they are now.

next, remember to network. let me say that again for impact... REMEMBER TO NETWORK. call or email all your contacts and other small business counterparts. use each other as a referral network to keep pushing business locally. don't be afraid to ask friends, associates and neighbors to hang onto your business card and pass it out to anyone they know who might need your goods or services. don't be pushy (no one likes that) but DO let them know that you are actively looking to expand your business and you appreciate their help.

finally, hang in there. be fiscally responsible as a business and have a positive attitude. even though it feels like this recession is at the worst point ever, the reality is that it WILL subside. eventually money WILL start to flow again, and when it does, the companies that can hang in there will see the benefit of it. watch your competitors close and know that eventually their old business will be your new business.

i'm not going to tell you that weathering this storm is easy... it's not. but that which doesn't kill us makes us stronger, and that goes for your business too. keep your head down, don't give up and know that better times are ahead.