One of the best things about social media marketing for small business is the fact that small businesses, unlike some corporate monoliths, are actually social in real life. In a small business there is a real face and a voice behind the brand; thus, participating in online social channels is typically a good fit.
According to a new survey from Constant Contact, 60% of small business owners/managers (or their agents) engage with customers and prospects who post comments on social media platforms, whether those posts are positive or negative.
Susan Payton, President of Egg Marketing & Communications, suggests that the 40% of small businesses not currently responding to customers and prospects get busy.
Consumers are rapidly becoming their own radio stations, and people are always listening. If they’re saying something good about you, you can reap the rewards. If they’re tweeting their frustrations about your company, your silence could cost you more customers. Brands who are stepping up to take blame and apologize are finding consumers more willing to forgive, and the damage doesn’t spread so far.
On the other hand, if people are saying great things about you, that’s all the more reason to interact! A Google + mention of how a customer loves your brand gives you the unique opportunity to build a relationship with that person. Social media users are loyal customers, especially when they’re treated right.
In other small business news…speaker, consultant and author Barry Moltz argues that, “Success in business is really about building the best distribution and marketing for the product. This is where so many business owners forget to focus.”
It would be nice if the best product or service consistently won the attention and admiration of customers and that’s all there was to it. But that’s not the case.
The good news is participating in social channels is a means to connect with people, gather consumer insights, provide customer service and manage your firm’s reputation. These are the marketing wheels that help drive a business forward today.
If you want some help “getting behind the wheel” as it were, let me know. Social media strategy and activation is one part of what we offer here — it ladders well with content and relationship marketing which are at the heart of our practice.