Going Local - Social Media for Local Business
In a recent post, I referred to a comment from David Risley that “They Are Coming”. They, according to Risley, are the millions of individuals and businesses who are not yet online and who are discovering the power of social media for the very first time.
And probably the largest segment of these businesses (who are not yet online) are local businesses.
So how do we – those who are already social media savvy, and who have experience with blogs, Facebook , Twitter, Linkedin, etc. – capitalize on this opportunity to provide these businesses with a “social media roadmap” to help market and grow their local business online?
Well, since I was disappointed that David Risley did not provide any specific examples in his recent webinar, I decided to seek out some examples of my own.
Successful Social Media Campaigns for Local Businesses
- MikeCJ from Mike’s Life told me of his experience contacting businesses who already have a social media presence but who are really not doing a good job of it. He offers advice and training as opposed to taking over the social media activities for the company itself.
- And Keisha from Affiliate Marketer’s Help Desk is working with a local baker to expand the reach of her business. She’s focusing on boosting regional sales and then adding the social media component as a way to stay in touch with new and referral customers.
- I’ve provided basic keyword analysis for a local client who is interested in using the web to promote a new service offering and I wrote about a scenario for a local coffee shop to tweet daily specials based on the weather (“Snow day! Bring the kids into JavaJoe’s for a free hot chocolate while you enjoy a flavored cappuccino”).
So, although these are great examples of how social media can work for local businesses, it seems to me that there are still some real challenges (and most likely objections to your “pitch” from local business owners) to the idea of local businesses adopting social media into their marketing mix.
How would you answer these objections from a local business owner?
- How many people in my town, and more importantly in my target audience are actually using social media?
- I don’t have time to tweet, blog and Facebook I’m running a business!
- I’ve tried it and it doesn’t work – we have not seen any increase in customers through our doors since we stared tweeting.
- I already advertise in the local paper and radio and that seems to be doing just fine for us.
What local social media campaigns have you successfully launched in your community?
And probably most importantly, how have you made money from “going local” with social media marketing?
donpower.me is a DOFOLLOW blog so feel free to leave a comment with a link and anchor text to show off your successful local social media campaigns!
Thanks!
- Don
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Did you check out Rose’s post on finding local Twitter users. I was having a hard time understanding why this is useful. Maybe between the two of you I will finally understand.
http://rosedesrochers.todays-woman.net/2010/02/03/hi-im-social-networking-page/
Ralph´s last blog ..Lists from the past
Hey Ralph!
No I haven;t seen Rose’s post – but I’ll look for it now, thanks to your heads up.
Using my example from a previous post of the local coffee shop – assuming they had a pretty active twitter and/or facebook community, they could react to LOCAL conditions – like a snow day for the kids – and tweet out an advertisement to get you to come out for your coffee anyway (even though you’re not dropping the kids off at school). Of course, this specific example makes much more sense if you read the post it belongs to.
Local social media marketing is something that I find myself suddenly very interested in. Something tells me there’s much more money to be made soliciting real world businesses than selling banner ads on a blog…
So, let’s see – hopefully some folks will do what the A listers haven’t done and provide some real workld examples (hahaha!).
Thanks for your comment Ralph!
- Don
“Local social media marketing is something that I find myself suddenly very interested in. Something tells me there’s much more money to be made soliciting real world businesses than selling banner ads on a blog…”
I think that you will be very, very interested in reginastreets.ca (v2.0). In fact, this almost sums up our business model for the site redesign! Our current (crappy) version of the site is solely up for sandbox purposes and I’m currently doing accessibility testing on v2.0. With some luck, I’ll have 2.0 ready to go live in a couple of weeks, to coincide with our February issue.
Incidentally, it is truly amazing how much traffic 500 copies of a print magazine generates. This is wholly a function of our vendors, who are officially the best, untapped marketing force in the world right now.
We’ve got to talk on the phone – I’ve got a very cool local social media campaign to tell you about.
You’ve got a wicked blog, Don….
G
Holy Schmoley! It’s my long lost buddy Greg!
Cool! So good to hear from you man!
I’m very excited to hear what’s cookin’ on Regina Streets!
When would be the best time to reach by phone?
Send me an Email or reply via this contact page!
Really excited to have a chat!
Cheers bud and thanks for your compliment!
- Don
Ralph I appreciate the link up.
My pleasure.
Ralph´s last blog ..Lists from the past
Hey Rose!
Just checked out your list of Twitter searches. There’s some good stuff in there – find a buch of local folks. Gonna start a new local list in Twitter.
Thanks!
And thanks for the heads up Ralph!
- Don
For a mom & pop store, I don’t suggest Twitter for small communities may not have the numbers of local users to warrant sales. Online sales is different, but that presumes there is an ecommerce site to begin with.
A Facebook fan page would work… with the goal to direct people somewhere else, e.g. their website to see today’s menu or tomorrow’s specials.
More than the “popular” social media channels, I suggest Yelp and TripAdvisor as the best networks for boosting local business.
Ari Herzog´s last blog ..Criticizing Companies in Blog Posts Always Backfires
Hey Ari!
I just read your post about using
Yelp and Trip Advisor.
Good post!
So two things come to mind:
1. If I was running a local business I’d want to be aware of Yelp and Trip advisor so that at least I could have an awareness and some control over another source of online information about my company.
So as a service provider, I can add ’some ‘ value to a local business person just by letting them know that Yelp and Trip Advisor and Google Local exists.
2. The ‘problem’ I see is that the local business owner says “so what” – there are no reviews of my restaurant/business etc. on Yelp. Why do I want to spend time uploading photos and info – wouldn’t I be better off updating my website?
In other words, there has to be an active community of Yelp reviewers in your local town in order for a business to take advantage of it.
It’s almost as if a “social media service provider” needs to do his/her own promotion advertising in their local community: ie “public service announcements” that say USE SOCIAL MEDIA FOLKS! ”
Of course, you can create a training session and promote it at your local community centre, etc. – but then you end up having the same objections as your target audience – it’s hard to outlay the money for advertising TODAY without knowing how soon you’ll see a return…
So – which comes first? Getting a local business to try some social media marketing strategies? or first trying to get more people in your community active on local social media outposts?
- Don
-
I spend a lot of time talking to local people about social media. They listen and seem fascinated, but getting any of them to pull the trigger on something is worse than trying to pull teeth with a sponge.
Mitch´s last blog ..Content Is An Electronic Emperor
Hey Mitch!
Yah – I hear ya!
I worked in local radio advertising for a little while and I found exactly the same thing. Radio advertsing is based on brand building over time with multiple impressions, etc. and most local business people just did not want to pay for anything to do with sales that come “later”.
They were fixated on newspaper advertising (which I still believe to be a very effective local advertising medium).
So yes, getting someone to PAY for your services in a local market always seems to be a challenge.
I’ve seen one service provider address this by offering a local business a social media package (that is very measurable) and taking a percentage of the increased sales. Seems like a good deal for the local business and a “put your money where your mouth is” challenge to the service provider…
Like everything these days, pricing, marketing, business strategy, measurement, etc, etc. there are MANY ways to try and crack the same nut called “sales”.
Any success stories with Liverpool, NY local businesses you’d be willing to share?
- Don
If you’re a local business the one thing that you need to do is to establish an online presence with your existing customers. The could be as simple as a fridge magnet that has your twitter etc. details on it. You also need to establish a Dialogue with them beyond the thank you when they hand over their money.
Hand them a leaflet showing them how they can contact you online via the many online social sites that you utilize. Have a discount voucher, or two, one for them and one for friends and family, to entice them to come back. Let them know that by using the social media they can be kept up to date with the latest specials etc.
Sire´s last blog ..The Difference Between Flexibility And FlexSqueeze
Hey Sire!
Yes – that is the other thing that social media for local business needs to be successful – BUY IN and PROMOTION from the business owners themselves. And that is as big a challenge as anything else for most business owners that don’t understand the medium in the first place.
I have a feeling that as a service provider you need to tap into a segment of the local business owners who are curious, interested or seeking out information about social media (as opposed to cold calling every local business in your phone directory listings).
And of course – that begs the question – HOW DO FIND THOSE SEEKERS?
What do you think a business owner would be searching for in Google – how would you go about finding the number of searches for a longtail keyword like “How can I use Facebook to get sales” (or whatever).
Perhaps a softer, longer term sell of your services is the way to go, as Keisha suggests below. get out there and network with your local business community = plant the seeds, maybe offer a free training session at one of the chamber of commerce luncheons or something, and let those who are interested come to you.
Another interesting question would be “how to use social media to find local business owners who are looking to increase sales via social media”
Anyone…?
Thanks for the mention, Don. Wow! It would take a post or even a series to answer all those questions!
Maybe an example would serve the purpose. We worked with a local real estate business to get them “on” social media. They were good, through their traditional advertising at capturing prospects who were searching to buy or rent property here on the island. They wanted to expand their reach to tourists who may be regular visitors, but had never thought of buying a place here.
We set up a blog for them, and taught them to post about anything and everything except propery on there. In time it became a useful resource for tourists, attracting general information searches. There were subtle links placed around the blog, which then took some of those people to the property site.
We also set them up on Facebook, from which we haven’t seen a return yet, and on Twitter, which has been very good for them. They have searches relating to the island set up, and “listen” and then help anyone asking for advice. There’s no selling going on via Twitter, just helping. But a significant number of people they help, then click through to the blog from the bio.
We also had to work with them to start to monitor where their business is coming from. Amazing how few do this! But you can’t measure the ROI of social media, or any advertising without knowing if it’s working. Basic, I know!
They’ve seen such a good return on this activity, they are in the process of recruiting a junior, part of whose responsibility will be to run the SM side on the business.
For me they key message I took from this client was: “Conventional advertising will get you clients who want to deal with you, or who want to buy your product or service. Social media can introduce you to people who may never have thought about your product or service.”
Mike CJ´s last blog ..A guest post. On guest posting.
Thanks for the case study Mike! My brother just set up a facebook page for his business, but I think we do more with it. Getting small businesses on social networks and to start building lists is something that I considered a couple of months ago, I may have to revisit the idea!
Tom | Build That List´s last blog ..January Blog Statistics – Month 1
Hey Tom!
Liked your post about the wet manure test!
Thanks for stopping by!
- Don
Hey Mike!
Thanks for your comment! Excellent example!
Two things you mentioned really stood out for me:
1. Monitoring where their business is coming from. Vital! I need to dig more into the Social Media Analytical tools that are out there.
2. Love your position statement:
That is a unique approach that will probably appeal to the majority of business owners.
Thanks for your suggestions, Mike!
- Don
Response 2-4 is the same responses I get from most of the people I talk about this. When I examine what they’ve been doing, I discover that they’ve been doing it all wrong. They mostly over promote with spam-like updates and comments and although they are so proud of their print ads, when I take a look at those, they also fail the test to stand out. My goal is to show people that advertising doesn’t have to break the bank, the internet is a resource that can create a new type of buzz for them that they can’t get anywhere else. In my view the internet levels the playing field a bit for local small business owners so they’ll have a real chance to compete with big businesses.
If you’re serious about helping local business owners, start by attending small business networking events – pass out your business cards and instead of giving them a high-powered pitch, tell them what you do and then give them a few free tips to pique their interest. Invite them to call you if they have any questions. Start with a spirit of service – show them that you really can help them, gain their trust and then wait… before you know it, a rush of business will come knocking. The great news is the local business market is full of demand – start in your city then branch out to neighboring towns and before you know it, you’ll have to call in some help.
Thanks tremendously for the mention here! I will definitely keep you in mind as a resource as I continue my efforts. I’m glad to see you giving in to the tug to move to local business – I have minimal monetization on both of my blogs. I use my Christian blog as a tool to show people that I am trustworthy and to showcase my writing abilities (it’s my mission/ministry and passion first, though). I use my Affiliate Marketing blog mostly as a tool to help my clients. I refer them to specific posts based on what they need. I mostly consult – tell them what to do and how to do it, but I also write if they choose that package and do some other hands on things for them as well. I really tailor my business to their needs. So far I’ve seen amazing results.
Wishing you the best!!
Thanks again, Don! You’re great!
Kiesha @ Affiliate Marketer’s Help Desk´s last blog ..Blog Engage goes to invitation-only
Hey Keisha!
Thanks for your comments, compliments and retweets
I think your ’softer sell’ approach is the right one for the local market. I have attended a few ‘business after business’ meetings put on by the local chamber of commerce and they are a great way to network with local business owners and more importantly to associate a real person to the pixels, so to speak!
Thanks for the suggestions!
- Don
I think it’s part of the overall process of small businesses getting online. Most of them, at least where I live, barely have a static web presence. Once they get online, they get exposed to it all – social media, SEO, blogging, you name it. Definitely an opportunity for bloggers and webmasters to become advisors.
Hey Anne!
I moved to Nanaimo (pop. 80,000) from Toronto (pop. 3 MILLION) at the ‘burst end’ of the Tech Bubble in 2000.
I worked right in the heart of the tech industry in the largest city in Canada for many years and so I know what corporate marketing looks like.
But local marketing is a whole different animal…as you mentioned in your comment about the static webpages.
I think there is a big opportunity there but I think social media is not ncessarily a good fit for every business (although an updated website is a MINIMUM MUST HAVE!). I think the key lies in finding the “SM curious” (hahah – I like that term – gonna have to resuse it!) business owners so that you can work with the positive momentum of enthusiasm…
So, I think I’m narrowing down my starting point – with the help of all of you who’ve commented here (thx!). I need to try and seek out and find those that are searching for social media answers for their business…
Now, how do I DO that Google Local , here I come! (hahah!).
Thanks for your comment Anne!
- Don
I work for a non-profit organization (a church) and the value of social media for us is immense. We are in a small town (around 4000) and we are the only church that has a website. This means that for anyone who is looking for a church in our area, we are the only one they see! We also use our website and facebook to promote our events locally.
Kevin M.´s last blog ..What Heroes taught me about bitterness and anger
Hey Kevin!
I have seen many folks in the church using social media as a VERY effective tool to promote their message. It makes sense – you already have a community with a common interest (that’s 90% of the “battle” right there). And who doesn’t have an web connected computer in their home these days?
I checked http://www.doesfollow.com and confirmed that you’re following @brandonacox. He is a great example of a pastor/blogger/designer who is using a number of blogs and social media outposts to show the world that he’s a human being first. he has links to Christian mesasages but he certainly doesn’t beat anyone over the head with it. In other words, it’s that ’soft sell’ approach again which seems to work so well for the Social Media space.
But try telling that to a local business person and their typical reactio n is “softsell my A*S. I need more customers!” (hahah!). I think there are ways to drive immediate store front traffic to a local business (contests, Social media only coupons, etc.) but you really have the challenge of changing the mindset that people really don’t like being SOLD. But many do like to CONVERSE!
Hmmm.. I think I just divined another key to succeess in this biz! (hahah!).
Thanks for your comment. I’m now following you on Twitter and I’ve added you to my Vancouver Island tweeters list (I’m in Nanaimo!).
Cheers Kevin! Thanks for your comment.
BTW – you might also be interested in this post – lots of great comments from from really smart folks (including Brandon Cox) concerning Christianity.
- dp
As Rose pointed out, local twitter searches can be great as can Facebook be a great way of doing it, local area fan pages etc, but social media doesn’t just means using these social networks, get into the forums that are being used by local people, that is going to be key.
Good post brother
TheInfoPreneur´s last blog ..I Have Wrote 4 Posts Today, Why Haven’t You?
Hey James – thanks dor your comment.
I haven’t explored forums at all yet.
What/where would you suggest local business people are congregating on forums?
Social media can be very powerful, however, it is unfortunate that most small businesses will not learn how to do this effectively and will not gain the full power of it, it is so crucial to get the competent help and information in achieving good results.
JR @ Internet Marketing´s last blog ..Last Chance to Buy The Best Spinner Tool for Half Price
Hey JR!
Thanks for your comment. You’ve got a great Internet Marketing Blog going there bud!
Cheers!
- Don
This post and the comments are so useful. Thank you. I’ll definitely follow all your advices and look into the links and will do my best to return you the favor when I can.
We had a nice experience here in town.
A local restaurant, because of its location, has real difficulties to make the ends meet. The owner is into social media and just tweets and advertises on FB. He has lots of “friends” there. However, it was kind of a passive approach as he did not reach out in person.
So, to help him out, I created an event, especially designed for all his FB fans. I proposed a dinner date to get to know each other at his restaurant. Since then, on a regular basis, he can tweet and broadcast that the restaurant is full of… FB fans.
In my opinion, for small businesses that mainly depend on local traffic and customers, it is imperative to try to make social media personal. Tweetups, FB gatherings and special events are great ways to turn virtual contacts into tangible money.
Have a great day!
Nadia´s last blog ..Invest in Real Estate?!…
Great suggestions Nadia. Since writing this post I’ve discovered Yelp for local reviews and Foursquare for mobile phone reviews of local business.
In the hands of a business owner with some vision (and hopefully with some entrepreneurial drive left to tap into!) these new tools have SO much potential.
BTW – Thanks for all the friendups on Twitter, Facebook and Linkedin.
I contacted one of your Twitter friends – Steve Sherron to get his take on LOCAL. Methinks he’s a LOCAL advocate!
Cheers!
- Don
Getting locals into social media and blogging is HOT right now for sure. it is also included in my plans, ala our other comment conversation on direct sellers.
You need to get in touch with Gail from http://www.growmap.com/. If you don’t already know her, tell her I sent you…she is VERY into this very thing. Check her archives, you’ll see what I mean.
Dennis Edell´s last blog ..Welcome Aboard Part 2! All The Info You’ve Been Waiting For…
Hey Dennis!
Thanks for the heads up on Growmap. I’m over there (in another tab) checking out her post on a one stop shop for local business directory submissions. I’m also following on Twitter.
I signed up for your newsletter at the all new http://www.dennisedell.com! Gutsy move! Now get on Twitter already!
Cheers and thanks!
- Don
Being a multiple small business owner I can tell you that sooner or later all small business owners will realize the importance of social media, I was bread somewhat backwards… I have been doing this online thing for a lot longer than I have owned my own business’s, I enjoy putting on a clinic in my niches so I would be a hard sell, but trust me my RSSBuilders.com business that I also own is doing a lot more with local business’s now then it was a year ago.
Extreme John´s last blog ..Tan for Cash Giveaway from Extreme Tan and Smoothies
Hey John!
Thanks for your comment.
Your perspective from both sides of the marketing fence (ie: a business owner AND a service provider) is very encouraging.
It proves that there are lots of opportunities to apply one’s social media skills back in to the offline world from which we came (haha!).
I also took a look at RSSBuilders. Looks like you’ve got everything on automatic there – well done. I’m intrigued by how you have it setup. I’ll have to shoot you an Email with some questions !
Thanks again for your comment!
- Don
Hello Don. Thanks to Dennis Edell for connecting us. As Dennis mentioned, I have spent the last two years focused almost exclusively on how small and online businesses can use the Internet to grow. I test to find out what works and what doesn’t and share the results in my blog.
I am continually creating processes and businesses are in luck. I just wrote out the steps in priority order and will be publishing them as a post hopefully next week. In the meantime, here are some answers to some of your questions and there is much more on my site.
1. “How many people in my town, and more importantly in my target audience are actually using social media?”
The answers to that question are posted on an obsolete page about the importance to local businesses of getting their free Local Search Directory Listings. Here are the stats from that page:
According to the recent Nielsen consumer survey:
* 86.3% of people indicated the Internet is now vital to their lifestyle
* 74% of people determine who to do business with locally using online computerized search engines such as Google and Yahoo
* 50% use Internet yellow pages to find new and existing products and services
* 65% still use printed yellow pages
The Internet is now the most popular way your existing and potential new customers use to find you. The survey also found:
* 67% prefer online yellow pages to traditional printed books
* 84% say using the Internet is a much faster way to find local businesses
* 63% say the business listings on the Internet are more current
* 86% had already used the Internet to find a local business
* 78% use the Internet more today than they did last year (Internet usage is still growing)
* 52% use the printed yellow pages LESS than they did two years ago
* Of those who indicated Internet use is vital, 90% had used the Internet to search for local businesses
* 80% of Internet users research their purchases online and 70% then buy within 20 minutes from home
2. “I don’t have time to tweet, blog and Facebook I’m running a business!”
There are a growing number of people who will be offering these services and honestly businesses will be better off hiring TALENTED Social Media Marketing consultants to either manage their accounts or teach someone in-house. I am building a database of the best business bloggers (writers) and Social Networkers and can recommend someone to any business that asks.
3. “I’ve tried it and it doesn’t work – we have not seen any increase in customers through our doors since we stared tweeting.”
Two comments. One, you may be doing it all wrong. You use Social Media to create relationships not to talk AT potential customers. Make sure you know the “rules” for each site. For example, you don’t want to get banned at StumbleUpon – it is too important. Read Tamar’s StumbleUpon Etiquette Guide.
I highly recommend Tamar’s book The New Community Rules: Marketing on the Social Web as a primer. You can order it from the StumbleUpon link in this comment (just above).
Many have had to start over on Facebook so be sure to read Jesse Stay’s and Jason Alba’s book I’m on Facebook Now What. Be sure to note that businesses should use fan pages instead of friends there.
Two, are you sure? Do you ask them how they know about you? Do they even remember? I know from the comments left in ecommerce stores back when I specialized in managing pay per click accounts that people often answered Google when they actually came from Yahoo or Yahoo when they actually came from Ask. Many Internet users don’t even know what their browser uses for a search engine.
If I review your business and mention you at Twitter and elsewhere and personally recommend you in answer to a question and the person remembers or writes down your business name and then either types in your domain or searches for you there is no way to attribute their eventual purchase to Social Media but that IS what generated that lead or sale.
4. “I already advertise in the local paper and radio and that seems to be doing just fine for us.”
I would answer that question with questions of my own. Are you spending as much as you once did? How many people do you know that are unemployed, underemployed or just got laid off? How many that have maxed out their credit?
Even if your business is doing fine today you are at major risk. You MUST either increase your market share locally or expand that market to make up for the reduced spending of your current customer base.
I highly recommend every business read the post that I am featuring in CommentLuv for more details on what they must do right away and also a great way for them to get better search engine listings and visibility.
GrowMap´s last blog ..MEME: BizLuv in Support of Small Businesses
Hey Growmap!
Now why couldn’t David Risley offer that kind of response?- hahah!
Thank you SO much for your comments. So much fantastic information that I hope readers of this post with any inclination to GO LOCAL go check out your site for more information! I know I will!
I will also check out the other resources you mentioned!
What can I say except, if you need me, I’ll be over at http://www.growmap.com for the next little while…
Cheers and thanks!
- Don
I strongly feel that social media presence is required for a business to make it more successful.This helps to reach a large no of audience in a very less time. Coming to ur questions…
1. Even in small towns there were many people using social media.So u need to promote the product more effectively such that it reaches the common man in ur town.
3. If urn’t getting any results thru social media most probably u have done evrything in the wrong way or u r unable to find/target the audience of ur choice.
4. NewsPapers & TV channels remain powerful advertising tools till today.If u start doing it then u don’t need to worry about the audience in remote areas with limited facilities…
Krish – ptcearner55.blogspot.com´s last blog ..Twitter Tools to Remove Spam
Hey Krish!
Thanks for your comment.
Just today, in a local Tim Horton’s (the Canadian version of Dunkin’ Donuts) I heard a young woman talking on her cell phone about making plans for the evening with her friends on Facebook.
So between the related concepts of location based marketing, local social media, cell phone service EVERY shop has the potential to capitalize on people’s inherent desire for community!
I think a big challenge is for companies to build communities where the main message is not simplt commercial advertsing.
But with challenge come s opportunity, right?
Thanks for your comment!
- Don
U r right don.. As i mentioned earlier even the remote/far flung areas in the map has become much closer bcoz of the internet.So if u can gain the attention of large number of audience the success rate will be increased. Coming to challenges, unless there are challenges the best outcome will not be there.Challenges make a man involve completely in the work he doe & produce the best outcome..
Krish – ptcearner55.blogspot.com´s last blog ..Twitter Tools to Remove Spam
Good Lord Bro you done struck Gold
The site is really looking HOT nice work
It’s cool that we are here right at the beginning. I was going to be working on this ad model that targets so specifically that the whole world is local.
As far as local which is very easy to dominate and lucky for the people that have been leaving comments here and practicing up with blogging this is going to be a HIGHLY marketable skill set to have to take a struggling company and rocket them to the next level and beyond
Keep up the great work
John Sullivan´s last blog ..What I would do if I ran Google
Hey John!
Thanks man! I am really intersted in your insights. Your blogs http://www.potpolitics.com and http://www.bloggerluv.com are extremely popular and have an opportunity to tap into just about any “market” you choose.
I like your concept that the whole world is local. I was kicking around some marketing concepts that reiterate that theme like web 3.0 =local meets global or “local is the new global”.
So Davis Risley, thanks for the headsup, but we’ll take it from here…
Thanks for your comment, man!
- Don
I love this. I tried to be brief, but I just couldn’t help myself. Here are my thoughts on the Local Business Objections
1 – How many locals or in my target audience and using social media
a) You mean does your customer read the local news website, other blogs, log in to facebook 10 times a day. Umm yep, your local customers are already there. They showed up, but you didn’t.
b) Even if a small segment of your ‘direct’ buyer is in social media places, don’t discount the ones that are there now because they are still related or connected offline. Especially important with spouses who are keeping an eye out for their spouse. In this case, one will tell the other. Not to mention how this creates word of mouth discussions around your brand for showing up and getting involved.
c) That’s short-term thinking. First, every day more people get online and your participation may indeed drive more engagement of your target audience. You may be the reason they get involved in the first place. Second, Longtail thinking says that every contribution to the web is relevant over time and still important in the future.
2) I don’t have time, I’m running a business.
a) You are scared. Period. And I don’t blame you. You were a plumber before you were a businessman. Now you’re a plumber, and accountant, and sales rep – you’re not a writer or web guy too. Your in business to make money, not be a writer. Right? Wrong. You just need the shortcut to what matters online. Outsource what you are not comfortable with, but don’t disregard this sales channel (yes sales channel).
b) Start off small. Get familiar and invested in one space at a time and build on it over time.
c) One chop at time, that’s how you cut a tree down. The social web is the same way. One comment at a time, one blog post at a time. It’s cumulative. Start with one. Be disciplined and just keep doing it.
d) Start with 30 minutes a day and think of it as a sales call if you need to frame the context in your mind.
3) I’ve tried it and it doesn’t work, no new customers.
a) First priority is seeing site visitors, fans or friends, and followers. Those numbers matter first before the sales numbers matter. If these numbers are going up, you are on track.
b) If you tried before, perhaps you were missing some key elements to make it work for you. This is common. Most people who try something on their own stumble through it. You either need to keep doing it and learning how to improve or you need to bring in someone who already knows how to do it so you can realize its true value. Fundamentally, a painting is just paint, brushes and a canvas – but to do it well, you should know a little color theory, a bit about subject matter and composition. Most people just slap up some paint and then are disappointed when people don’t want to look at the painting – Social media is like this. Saying it one way may fail, but saying it a slightly different way will win. Example: I have a blog post called “Living Your Dream” and it’s about insights on how you can do what you want to do and has instruction to be successful. The title “Living Your Dream” is 100% on point, but on Twitter when I tweet “Living Your Dream” as the article name I get low response, but I’ve tested it and get a greater response when I label it “17 tips on how to live your dream + bonus insights”
4) I already advertise on the local paper, the radio, and I’m doing fine.
a) Did you know that Facebook has 400 Million users now. I looked at X local companies and they have Y fans on Facebook. Also, the local newspaper and radio station are all on Facebook because they know that’s actually where their audience is. This is akin to saying you are on TV and Radio but refusing to be at the areas largest free gathering spot where everybody shows up daily.
b) Traditional media is a one way message. Social media will let you see your customer, have a two way conversation with your customer, and get valuable feedback from your customer. In this sense, you can immediately quantify engagement but you cant do this with Traditional media.
c) Since you are already in these places then you already understand the tremendous value of advertising. Your newspaper ad expires after that days paper. Your radio spot only last for 30 seconds. Social media allows your investment of time and energy (probably comparable to how long it took to make your newspaper ad and radio ad) but does not expire and is available over a long period of time. Not to mention this is great search engine information for your customers to find you easier in their online searches.
d) People turn to the web to research and make decisions on who to buy from.
e) If you do it right in social media, the customer will buy from you because they decided to buy from you before they actually had a need.
Thanks Don. Got me fired up this morning! I think I’m going to save this comment and expand on it as a blog post on my site later. I’ll source this post. Perhaps we could collaboratively blog it?
Keep doing good!
Justin
Twitter.com/leader4hire
Hey Justin!
Your comments have added SO MUCH VALUE to this conversation. Thank you!
Your answers to objections suggest a wealth of experience in sales (?). Well done.
I really liked your suggestion of starting with one medium first!
I think one of the reasons I initially got overwhelmed when I first started blogging is because I felt like I needec to be everywhere instead of focusing on one or two MUST HAVES (for me that isnow Twitter and responding to all comments on my blog!).
A business owner will be no different. I can think of about 4 important places to be on a shortlist: Yelp, Google Local, Twitter and Facebook and BLOG. With a brief interview with a business owner, taking into consideration her existing business, business goals and familiarity with social media, it shouldn’t be too hard to determine the most effective starting point.
And you build from there once you see some encouraging numbers coming in (as you also mentioned).
This conversation is SO COOL! I have such FANTASTIC raders on this blog because they allow any and every post to take flight and take on a significance far more valuable than the original post – because now it has REAL WORLD exposure and feedback – it’s not just me publishing in a bubble.
I said it before and I’ll say it again – it is moments like these that allow bloggers new inspiration and confirmation that they need to continue!
So THANKS to you and all the commentors here (and even those who are readers but who have not yet commented!) for confirming that blogging is a legitimate form of both personal and commercial expression!
As for collaboration on posts, ideas, or real world, local marketing implementations – MY DOOR IS OPEN TO ALL!, my pencil is sharpened, my brain is laser focused! Let’s bring it on and conquer the Brave New World!
Cheers Justin!
- Don
Hello Don, Great blog post! Interesting and very helpful for business owners. I live in a small town of Wendell NC. Population around 10,000. I would guess a small percentage of them actually using social media to grow there business. I am also sure that many local business owners would say they don`t have time to tweet connect on Facebook or blog. When they say I already advertise in the local paper and radio and that seems to be doing just fine for us. I tell them that most people these day`s use the web to find what they need. Then I offer them a service developed To give local businesses more online exposure,where business owners can upload pictures, create blogs, create coupons and newsletters, and connect with other merchants, all for free. However this still requires some time on their part to grow their business unless they decide to upgrade the services available to them. The local social media campaign I started has been doing ok considering the local population. You can visit my local page Please feel free to share any idea`s or thought`s that you my have.
Your friend,
James Bonham
James´s last blog ..Consumer review: Hi!
Hey James!
I checked out Merchant Circle – pretty cool. It’s like Facebook for local business. The challenge I see with yet another social media outpost is that you have to convince consumers (prosumers?) to use it and that is a hard sell, I think, when thy are already using Facebook for 2 hours a day (or whatever the latest stat is).
In any case, maybe the future is “local social media outposts” where people can feel part of their community again (but in this case without ever having to leave their home! After writing this, ot does seem to have an Avatarish Sci-fi connotation!).
The future will be an interesting place (and by definition – always just over the horizon).
Thanks for your comment!
- Don
Don Power´s last blog ..A 2010 Olympics Solution for Homelessness-Let Them Shovel Snow
Two out of three consumers today use the Internet to find a florist, and 80 percent want to have a relationship with their local florist. Business Marketing
personally, I hardly ever use the yellow pages anymore – even to search for local businesses.
That being said, many local businesses here in my community either don’t have a website or if they do it never gets updated or lacks even basic reliable information such as a map and store hours.
So there is a big opportunity there if you can get buy in from the local businesses! Their customers are already using social media!
Thanks for your comment. Is your home page picture from New Zealand?
- Don
Don Power´s last blog ..How to Make Fire from a Block of Ice
I think working with biz on social media is very simple.
I have an entire philosophy around it (that my two biz partners and I work on), but I ain’t gonna reveal it here for free! LOL I need to do a case study first and document the entire thing.
Put it this way; if you show them immediate ROI, they will stay with you.
Allyn´s last blog ..Profiling James The InfoPreneur
Hey Allyn!
Thanks for your comment.
I think you’ve hit it right on the head – immediate ROI!
I’ve been kicking this idea around myself for a while. ie: Instead of trying to sell a local business on a concept of social media marketing which they don’t really understand in the first place – try CREATING some social media “webs” in ADVANCE.
That way, when you pitch to the local business, they can alwreay see local custimers IN THE FUNNEL. How could they refuse?
If you’d like to expand your efforts in this part of the world, keep me in mind as a business partner. Gotta take your advice and get gone from the MMO world (hahah!).
In the meantime, I’ll be following your social media marketing campaigns over at bloggerillustrated.net
Cheers Allyn!
- Don
Don Power´s last blog ..How to use Facebook to Conduct a Blogger Interview
I think the power of social media is largely overlooked by many businesses, both local and national. This is limited, IMO due to two factors.
1. Perception of time
2. Limiting your imagination
if you were a restaurant the chef could talk about the recipes and the ingredients and where they come from, the front of house could Market the restaurant via coupons or codes via Twitter. The options are endless.
Whilst I’m new to some social media (Facebook) I do see the opportunities. My objective is to help other businesses see those opportunities too.
Thanks for your comment Matt.
I just read a headline in my Inbox that talks about social media as a “mondset” as opposed to a marketing channel.
And I think that is the correct way to view social media. Trouble is – as per Allyn’s comment above – “mindset marketing” can be construed as “no immediate ROI”.
Once upon a time a business owner would spend a lot of quality time yalking to customer sand suppliers as they came in to his shop. Overbthe years, this concept of “Mom & Pop” operations was replaced with Big Box efficiency and along the way we really lost all semblances of real, personal communication with customers.
But now the pendulum is swinging back the other way. If someone can come up with a formula for honest communication with one’s customers (without having to spend 8 hours a day tweeting!) that ALSO has a measurable, positive ROI – then the world is your oyster (or maybe it’s your Big Red Tomato!).
- Don
Cheers Matt!
Don Power´s last blog ..David Risley Disappoints
Small Business owners are largely forgotten. Thats why I only focus on them. I have experience several members of my family file bankruptcy due to small business failures. I also I suffered through 2 destroyed businesses due to failure however, in my failings I have learned some of the secrets to success. (Who can say they know it all?)
http://www.onlineuniversalwork.com
Hey Kiram!
Thanks for your comment.
RE: Small business – you know what Seth Godin said:
Small is the new Big!
Cheers!
Don Power´s last blog ..Askimet, I am very love you FREE
Small business has to move online. As the CENTURY 21 Real Estate office in Tallahassee, Florida, we have cut our advertising dollars by 80% by moving to a web 2.0 agenda and dropping nearly all of our print media.
Time will tell if it makes sense, but the early prognosis is strong.
Tallahassee Real Estate´s last undefined ..If you register your site for free at
Hey Joe!
Thanks for your comment!
That’s a pretty amazing shift in ad dollars! I know of a local print shop where the MAJORITY of their print business is from realtors.
Interestingly enough, this same company is now repositioning itself as a “marketing partner” and offering a whole host of digital/social media products and services. Reading your comment I can see why they are repositioning!
I’d like to learn more about how you guys transitioned from print to web. Do you have a case study I can read/download?
Also, you have a really good handle on your site visitors. Are you using Google Analytics for this?
Cheers!
- Don
Don Power´s last blog ..A 2010 Olympics Solution for Homelessness-Let Them Shovel Snow