As we edge into a new year filled with continued COVID fears and ever-changing protocols, it's hard for small businesses to feel optimistic about the coming months. Some have shuttered their doors forever. That's the very reason why we MUST create our own destiny and figure out how we can solve a problem for our customers and clients during this extended pandemic.  Employees learned how to work remotely, fighting through new technology platforms. Students and teachers learned how to adapt to online learning. 

Innovation.
​While COVID has hurt many small businesses, it has also helped many discover how resilient and creative they can be. Small businesses took leaps of faith to retain their loyal customers by tracking ever-changing state and local protocols, embracing technology and thinking outside the box to serve their customers.   Website overhauls now included e-commerce options as online shopping became necessary. Facebook Marketplace, Etsy, Shopify, Ebay stores and other auction sites replaced brick and mortar shopping. In-person workshops and events moved online using FaceTime, Zoom and other platforms.  

Some history.
I came across a social media timeline that brought back memories of joining LinkedIn shortly after it launched in 2003, then Facebook in 2005, Twitter in 2007, and Pinterest (still my favorite) in 2010. I joined Google+, but never liked it. Apparently, I wasn't the only one who lost interest in the platform as it was shut down for good in 2019.  New platforms emerged - Snapchat, Periscope, Vine, and now TikTok. Two of these have already been shut down.  An alternative platform to Facebook called Parler launched in 2019 and was forced offline by Amazon and Google.

So, what can small business learn from this ever-changing and fickle marketplace? 

I spent many years facilitating educational workshops on social media and email marketing. At the beginning of most classes I showed a slide that featured a wheel.  The hub of the wheel represented what we, as small business owners, controlled -- our website and our mailing list. The end of the spokes included all the various social media platforms. These are areas we cannot control and don't own. Now, more than ever, it's important to rely less on what we cannot control and bolster our relationships with our customers using our mailing lists which continually point back to our hubs - our websites.

I wish you much success in 2021.

The digital world doesn't stand still and finding ways for our businesses to be found online can be challenging. Google announced in December that Google+ is shutting down on March 7th following a data breach and low consumer usage. Each social media channel has a different appeal and demographic but among the top platforms based on usage are YouTube, Facebook, Instagram, Snapchat, Pinterest, Twitter and LinkedIn.

Of all the channels, Facebook still has the broadest usage and widest demographic. However, small businesses are often frustrated with Facebook's algorithm which continually makes it harder to be seen in a crowded marketplace. The push to a "pay to play" model has made it difficult to use the platform without paying for Facebook advertising.  Still, having a presence on Facebook makes sense for most small businesses in order to create brand awareness and relationships with potential users of our products and services. The good news is that Facebook is a quality not quantity network.  Posting 2 or 3 times a week can be sufficient as long as the content is relevant to your audience.

Here are 5 ways to harness the power of Facebook for your business:

1. Facebook Live:  Let potential customers get to know your brand by pulling back the curtain. Bring them into the salon, storefront or your home office and show them how you work using video.
2. Reviews/Recommendations: Before making a purchase, many people check out reviews and ask for recommendations from their social network.  This is known as "social proofing".  Reply to positive reviews by thanking your customer.  Respond to negative reviews by acknowledging their concern and offering to make things right.  Pay attention to your business mentions when people who know your business reply to requests for recommendations for tree pruning, car repair, a great day spa or dog grooming spot.
3. Events:  Hosting a special event gets your business noticed.  Consider partnering with another business or non-profit to maximize potential attendance.  Invite your friends, ask for others to share your event, post in your event to get people excited.
4. Integration:  In 2012 Facebook purchased Instagram for a whopping $1-billion dollars. If you haven't included this popular mobile social media channel in your marketing you can still have a presence on the platform by integrating your Facebook account with a business Instagram account. You will be able to share images, and manage both accounts from Facebook.  You can also integrate Facebook with your Email Marketing. Invite your mailing list subscribers to leave you a Facebook review, invite them to your Facebook Event, and allow new subscribers to join your mailing list from your Facebook page.
5. Facebook Groups:  Let this sink in. Roughly 2% of what you post on your business Facebook page ever appears on your follower's newsfeed due to its algorithm. One way to improve your visibility (and create meaningful engagement with your audience) is to create a Facebook Group.  A dog trainer might have a private group for dog owners.  A yarn shop might have a group for knitters. Unlike your business page, groups do not fall victim to Facebook's dreaded algorithm and members are more likely to see your content. I created Western Mass Business Buddies, a Facebook group just for local businesses to connect, share events, and promote each other. Feel free to request membership.

If you have any questions about using Facebook or other social media to enhance your digital footprint, I'm always happy to chat.  

This is the story of how one small business took control of their online marketing and lived up to their brand. 

The owner of a well established, family owned construction company was finding it difficult to keep up with everything he needed to do to manage his crews and find time to keep up with his marketing.  He had a professionally designed logo, lettered trucks and a business card, but that is where things became a little messy.
 
A family member had created his website years ago, but it was riddled with typos and outdated information. He had a Facebook page, which included a snapshot of him standing in front of a wall dressed in a T-shirt and unshaven. The page sat abandoned with only65 likes, no posts and linked to a domain that didn't exist.

An online search came up with a few very positive Yelp reviews. Unfortunately, he never claimed his Yelp listing. and didn't know they existed.  He had no Google listing which prevented him from being found in a search of his competitors.  A Better Business Bureau listing revealed an A+ rating, and a YP listing was also unclaimed.

The owner also was frustrated and wanted to dump AOL as his current email provider, but didn't know what to replace it with. That's when he called me.

WHAT WE DID.

1. Website:  We redesigned his website using a responsive template with secure SSL from Weebly which he will be able to edit himself. Using original images of his quality work and branded content available through his suppliers, he was able to showcase his work visually. A blog provides homeowner tips, company news and events.
2. Online listings:  We created a Google My Business listing complete with images, accurate company information and a place for customer reviews.  We claimed his YP and Yelp pages and included images of his work and linked to them from his website.
3. Professional email:  Potential customers have more confidence in businesses that use a professional email address. Rather than joe123@yahoo.com, customers see joe@joesconstruction.com.  Email is more likely to be delivered when it comes from a business's .com. We used Google's G-Suite to create a professional address for key members of his team.
4. Professional photography:  The owner hired a professional photographer who provided him with a quality head shot, images of his team while on the job, and several images to use in marketing material.
5. Email marketing & social media:  In order to attract new business from trade shows and stay in touch with former customers, we created an email marketing strategy. This included a sign up form on his website, integration with Facebook and text-2-join sign up. His Facebook page was updated to include his new head shot, content and a button was added to his website. He now has a solid plan for auto-posting and pre-scheduling posts.

These changes helped a small business live up to the quality and the promise of its brand.  They are now ready to take on the new year looking as great online as they do in person!