This guest post is part of our ongoing Micro Business Experts series, and is written by Kai Rostcheck, Founder and Co-Creator of Free Marketing Made Easy.
If you are following the social media buzz, you probably keep hearing terms and phrases like “be helpful”, “engagement” and “online/offline networking.” But what do these expressions really mean, and most importantly, why should they matter to you as a small business owner?
Social media, also referred to as social networking, is about keeping in touch. You want to be involved in platforms like Facebook and Twitter because it’s a fantastic way to meet new people and let your current associates (customers) know what’s happening in your world. There’s an age-old expression that the cheapest customer to acquire is the one you already have. That’s still true in most cases. But even better, the way people can share information online makes it simple for your best customers to become a great source of referrals.
So yes, you should be networking online. But that’s not all. You could benefit from offline networking too. Have you started thinking yet about events that would educate or entertain your customers and prospects? If not, give it a shot. Here are some well-known examples:
- Home Depot hosts “Do-it-Yourself Workshops” for adults and kids
- Landscaping companies hold masonry and hardscaping clinics
- Holistic Practitioners organize Reiki Shares
- A local soap shop holds holiday Gift Making hours where you create your own presents
- A town gym holds an Open House
Once you think about the kind of event that would attract people, you will start considering ways to promote it, right? Perhaps you will use newspaper ads, flyers, email notifications, posters at local places of business – those kinds of ‘traditional’ marketing methods. These can all be effective, but don’t forget about Social Media; your website, Facebook page, Twitter account and blog are all great ways to spread the word – especially since people can tell their friends so easily.
There’s another tool you should consider using too: Meetup is a free service that allows people to meet each other and come together to “Do something, Learn something, Share something” or “Change something.” It’s simple: you register then join local groups and/or create your own group. While signing up you will tell the system about the kinds of groups you are interested in and/or the kinds of topics you will be covering in your own group. Meetup then helps people find each other via keyword searches, geography and email reminders.
Say for example, that your product/service is environmentally friendly and your target members include moms. If you work near Newton, MA you would want to join the Organic & Green Moms Meetup Group which currently includes 24 members. Access to your target demographic couldn’t be easier.
And did I mention that it’s free?
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