Elaine Gantz Wright is a speaker, writer and social media strategist, helping neighborhood businesses expand word-mouth-marketing exponentially–driving referrals, repeats and revenue.
It’s ironic to consider how we have come full-circle –from the vast global frontiers of the wild and woolly worldwide web to the intimacy and personalization of going local. Does this mean the bloom is off the rose for our passionate love affair with the cavernous, impersonal box store on the edge of town? Are we heading back the personal service of Mr. Drucker the general store? Can’t help but thinking of Dorothy’s iconic line –“If I ever go looking for my heart’s desire again, I won’t look any further than my own backyard; because if it isn’t there, I never really lost it to begin with.”
As we return to our own backyards, we have a remarkable opportunity to use the newest communication tools to create this new personalized customer relationship. It’s time to put the social in social media– in a way that produces tangible results for neighborhood businesses and independent merchants. Here a six things you should do right now:
1. Build an organic online hub – a socially empowered website
Your website is more than just a static online brochure. It is the center of your customer-generating universe. Think about its connections and ability to attract and refer. Incorporate a blog, social widgets, easily sharable content, compelling visuals, video, clear calls-to-action, contact forms, site analytics, best-practice search engine optimization (SEO), links to your social media profiles—and a fresh, updated design.
2. Create your business’ awareness and revenue generating social ecosystem.
Create and energize three branded platforms: Facebook, Twitter, Gowalla — and depending on your business, your choice of YouTube, LinkedIn or Flickr. Manage , monitor, engage, and respond. Learn the basics about using Facebook —creating pages, managing privacy, encouraging conversation, posting, creating quizzes, inviting fans, messaging fans, promoting the page, etc. If you don’t do anything else, think of this as your golden triad:
- Blog (Subscription/email)
- Multi-Media (in-store and online – video, audio, photography, print)
3. If you have an email list, optimize, segment, and grow it.
And if you don’t, start it today. Think of your email address as direct path to your prospect or customer—another essential ingredient in your social media marketing mix. It’s your own CRM (Customer Relationship Management System)—a customer “intelligence base” that you can use to segment, target, and attract—in conjunction with your website and social media platforms.
4. Frame an integrated promotion plan
Create promotion in-store and online promotions and associated materials to capture prospect and customer email addresses, as well as drive Facebook engagement and You Tube, Flickr and/or Linked In participation. Leverage this affinity, along with email campaigns, to help increase repeat business and referrals through:
• Special, private events
• One-day-only specials
• Cause marketing opportunities
• Customer spotlight and how-to videos
• Submit-a-photo campaigns
• Gift-card purchase
• Co-promotion coupons with surrounding non-competing businesses
5. Train your customer/client –facing staff.
It all begins and ends with outrageously good customer service. Make talking about Facebook a priority. Make it part of your customer banter and in-person relationships. Work from the inside out; make the social media message more social, and watch the referrals flow. Coach your staff on how to manage your business’ presence enterprise-wide in an authentic, human and engaging way.
6. Claim Your Business of Google
This will instantly improve your Google search listings, and/or locate you on Google Maps, which gives help make finding you much easier—on and offline. Next, you may want to consider a listing on Yelp (primarily restaurants, but now expanding to travel, leisure and entertainment). You might even consider placing posts and/or ads in Craigslist, so that people seeking out your services on that site would know how to find your physical location.
Do you have a question about neighborhood marketing?