After spending a great deal of effort on competitive intelligence and research this week, we’ve noticed an interesting trend. Most of the  conversations, research, presentations, and case studies are focused entirely on large corporations. I think it’s great that Forrester, Forbes, and others want to offer free webinars and seminars about how to use social media, but their suggestions and tools to use for ROI measurement were way out of reach for the solopreneur and small business owner.

We wanted to cry from the rooftops, “Is anybody paying attention to the little guys?” OK, so WE are, but is anyone else?

The economy has grabbed small business marketing budgets by the throat. Many are struggling to make ends meet, much less put more effort into their marketing efforts. Bootstrapping  is now the norm, rather than the exception, so they are grasping at social media hoping it will be the answer to all their marketing problems. As Facebook changes their platform and SEO gets more complicated, small businesses wonder if they are going to be crowded out by the big chains and big marketing budgets.

We are here to say absolutely, positively, “NO!” Even micro-businesses can embrace the social web.  Local businesses have a unique opportunity to edge out the BIG BUSINESS competition through social media for these three reasons:

You’re LOCAL darn it!

Social media’s greatest advantage is when it is targeted and local. 97% of local consumers are searching for businesses before they even leave the driveway. Google and other major search engines tailor the user experience toward local businesses. Most consumers could care less about a tweet from a national brand, but they ARE interested to relating to a local shop owner in a personal way.

For instance, let’s say you aren’t a fan of Olive Garden on Facebook, but you are a friend of Paula and Anthony Hunter, the owners of The Black Italian here in Louisville.  Although their shop is several miles from our homes, we go out of our way to support their small business entirely because of our personal Facebook connection. Remember the phrase – It isn’t WHAT you know, it’s WHO you know that matters? That’s how business works!

It’s Business AND It’s Personal

We engaged The Black Italian to cater our upcoming Professional Networking and Anniversary Celebration. When Paula found out it was a FREE event, she called and asked us how she could help spread the word and promote Online Marketing Pros. Did Paula have to promote us through her personal and professional network? Nope. But she and Anthony just won a couple of customers for life.

Even though companies like Applebees, Buffalo Wild Wings, and Baskin Robbins could fill a football field 15 times over with their Facebook fans, they can never match the connection and loyalty a local business owner can drive with its customers. It’s not just about daily deals, specials and sales. It’s about genuinely caring about your connections whether they are online or offline.

Yes, Virginia, there IS ROI in social media

Large businesses tend to just add social media to their advertising campaign because they understand that being online, it can be measured and quantified. When you get a moment, take a look at this video about a small bakery’s use of Facebook.  The short list of benefits derived from social media are:

• Increased customer loyalty and visits to the storefront

While small businesses may not dominate the spotlight in the blogosphere, there is no question there is an unlimited opportunity on social media for this often neglected, yet critical segment of the economy.

Are you a local business using social media successfully? Tell us about your experience!

Want to learn more about how to get started or improve your small business local search or social media presence?  Online Marketing Pros is here to help with online marketing and social media marketing classes designed for the busy solopreneur, consultant, or professional.

{ 2 comments }