If you google small business and social media you will find hundreds of articles that will outline just how small businesses should be using social media to generate sales. Much of that advice is designed by the author to attract clients and as such can be too complicated or excessively simplistic. The reality is that there is very little advice designed specifically for the small business owner.
Ignore Advice and Follow Your Gut
There are many smart, knowledgeable people in the social media field who provide great advice on a variety of topics. Much of the advice is created with medium to large businesses in mind. That doesn’t mean it isn’t valid, it just means that most of the advice isn’t written with the true small business owner in mind.
You are the person that knows your business best. Don’t try something just because someone says it is a good strategy. There is no need to waste your time on advice when you don’t understand how that advice will help grow your business. Trust your instincts. You know your customers and you know what they like and don’t like. Use that knowledge to assess the validity of the advice you receive.
ROI Isn’t As Relevant As You Think
Return of Investment (ROI) is a financial term and has become popular in social media to help convince the hiring authorities in a company that social media is worth the investment. ROI is not as relevant to the small business owner. With that said, it is still important to know the time you spend on social media is helping you achieve your business goals.
While every work hour has a monetary equivalent, trying to link that hour spent on social media directly to monetary gain is challenging. Statistics show “72% of consumers trust online reviews as much as personal recommendations.” (Source: Search Engine Journal) That is a substantial number that shows cultivating relationships and building an engaged customer base is a key component to small business success.
For the small business owner, measuring ROI may leave your feeling like you are chasing an elusive number. The reality is you are. Instead measure things you can actually measure such as:
- How many customers converse with you through your blog or Facebook page?
- How many customers made a repeat purchase?
- How many customers reviewed your business or product?
These are measurable goals you can set for your business that will end up contributing to the bottom line of your business.
You Can Manage Your Own Social Media
Many experts in the Social Media field, myself included, make their money because a company needs someone to help them with their strategy. Sometimes I feel as if the advice seems so complicated because they want people to think they need help. As someone who managed their own social media while running my businesses, I know it can be done.
It takes some planning and some commitment but who better to be your connection to your customer base than you. No one will sell your business, your products or you better than you.
Kim Yuhl owned Flagstaff Express (now Arizona Shuttle) and Fizz Bath Shop, located in downtown Flagstaff, AZ before launching Project Bullhorn. Project Bullhorn focuses on advice and strategies for small businesses that manage their own social media. Our latest series The Sharing Solution is an easy to implement social media strategy designed for small businesses. For more information on Project Bullhorn and how it can help your small business, go to ProjectBullhorn.com.