If I could use one adjective to describe social media it would be potential. Social media carries all of the potential for businesses to accomplish such a realm of their businesses marketing goals. And just like the word ‘potential’ implies, it can be utterly ineffective unless it’s used right.
It is not only the multinationals who are cashing in on the power of the social web; local businesses are also jumping onto the bandwagon. And some of the ways that local businesses are using the web for marketing may come as a surprise.
Market Research
It takes a lot of confidence in ones business to set up accounts in places like Yelp and Citysearch, since those sites allow customers to voice their opinions of your business, whether their opinion is stellar or horrific, they can say whatever they want and either blemish or beautify your precious brand reputation. The danger of such sites is obvious- since even on bum review can seriously stifle a hard earned good name.
But the potential of customer review sites can also be extraordinarily advantageous for local businesses. For one thing, having immediate feedback can be a very helpful way for local businesses to improve their products and services without any other need for market research. Also, when reviews are positive, which I hope that they will be for you, that is very encouraging for employees, and most importantly it provides free marketing that people trust.
Business Networking
Through sites such as MerchantCircle small business owners can connect, collaborate, and provide advice for one another. Although MerchantCircle does allow people to rate businesses in a similar way as Yelp and Citysearch, according to MerchantCircle president, Darren Waddell, “the MerchantCircle’s social network is a platform for the merchant, first and foremost.” And it is often local businesses that are really benefiting from the social aspects of MerchantCircle. In my own words, the social web allows local business owners to network with one another, even in the comfort of their pajamas.
Exposure
The main goal of marketing is to gain that much needed exposure, and considering that there are over a billion active users of social media sites the potential is readily apparent. Today Facebook and Google allow local businesses to claim their local addresses and market accordingly.
Whether for dentists, lawyers, restaurants or anything else, local business can market themselves for free through Google Local, where they will appear on a Yellow Pages like search page, with their business locations marked on a Google map.
Businesses which would have normally commanded absolute zero exposure on the web can now seize a respectable dwelling in cyberspace.
Mobile Marketing
In addition to being able to be listed in local search results, local businesses are also eligible to show up on the mobile phones of passersby. A well implemented advertising program can actually pull in passersby by offering them discounts in the form of a text message.
What is your business doing to cash in on the vast potential of the social web?
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Susie Brown is a FastUpFront Blog contributor and business author. Fastupfront offers quick business loans for merchants based on business cash flow. For more information about business loan options visit FastUpFront.com.
Cherry
Thanks so much for a very insightful post! I think oftentimes people think that because the reach of internet marketing is so vast that they can't think local. When in actuality, for many small businesses, this is exactly what they need to do. I've written a little on the subject as well: http://www.bigbadbulldog.com/blog/bid/149643/Why-…
Thanks again for a great post, and excellent advice!
Melonie Dodaro
Great advice you just shared here. More often than not, when we think of social media, we’re more or less thinking of off-shore clients. Thanks for being an eye-opener that we also have a vast opportunity for local businesses. Great post!
Tom Endris
Great post Kyle. I think that local should be local. There are many sites here in Indianapolis that offer many of the same features as the big boys but on a local scale. Most of these are free sites that allow for links to local sites, Google Maps, reviews, and more. While the Big boys are great at what they do, they are not truly local.
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thomasstrome
First of all, social media is open to a huge market that is why small businesses cash in on the local web. Your marketing, exposure and branding is more likely to increase without getting in troubles with loan modification attorney new york.