Growing up, the hub of shopping and social activity was the downtown section of the small city near where I live. This area suffered a major setback when the first mall was built, forcing many to either relocate to this new regional shopping area, or close their doors entirely. While we did see some rebounding, tough economic times have again befallen many main streets in small town America.
As national chains and an unstable economy threaten the livelihood of these smaller, independent establishments, how can they compete? The answer is social media – the digital equivalent of word-of-mouth advertising, and the very way many of these businesses were built to begin with.
So much coverage is given to large nationwide and worldwide companies and the creative ways they are using social media, that many small businesses don’t think it is something for them. In my opinion, social media marketing is a tailor made solution for the sole proprietor and small to mid-sized company. The very viral nature of it can literally bring virtual foot traffic to their doors. Let’s look at an example of how social media can increase brand awareness and your customer base.
A small inn on the coast of Maine sets up a blog wherein they provide interesting content about the ocean, its creatures, how to eat a lobster, recipes, wholesome family activities to be found nearby and breathtaking pictures of Acadia National Park. They then set up a twitter account and search for people who mention Maine, New England, lobster, hiking, summer vacation, etc., and they begin interacting with these people and listening to what it is they want. The innkeeper, from a place of sincerity, then provides potentially helpful solutions and resources. Suddenly, Maine is a definite for the family vacation spot this year, and what better place to stay then at the inn run by a newly found friend. The satisfied vacationers tweet and blog about the great place they just stayed, its owners and the area, and almost instantaneously this referral hits the desktops, laptops and mobile devices of millions of people worldwide.
I had another experience last weekend while perusing the artisan tents at a local festival. I began asking the vendors some general questions such as: How are you? Has this been a good show for you? How has your year been? The most common response among them was they had to travel to a lot more shows to sustain themselves in this economy. A particular vendor, one who makes exquisite hand blown glass pendants, told me that time not spent crafting was spent traveling. When I asked about a website, he replied “hope to have one by the end of the year”, which basically meant to me that if I wanted to show someone else his work, or buy something myself, I was going to have to find him at another show. I asked him if he had thought about setting up a business blog and promoting it through the various social media networks. His knowledge was vague, his interest high, and once again, time a real issue.
People like the innkeeper and the glass artist represent the heart and soul of the entrepreneurial spirit to me. They are the very reason I started Creative Options Media, and the demographic I feel can benefit the most from my services. I am one of them, and no matter where I go, my heart will always be with small town America.
If you can see yourself in either of the examples above, I would love to hear from you. Let’s discuss your vision and goals for your business and family, and customize a social media strategy that will help you meet them.
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Photo of Downtown Bangor, Maine Retail District by Kenton Williams
