Get Real

You know what a treasure little “hole in the wall” restaurants are? The kind where you leave and tell everyone about the awesome experience you just had? Unlike going to a corporately-owned establishment, charming, small, quirky, one-of-a-kind places generate a buzz and make people feel like they’ve discovered something truly worth talking about.

Small businesses of any kind can be like this. The rule doesn’t apply exclusively to restaurants and, in fact, you can give people that same great feeling when they discover you online as they would in person.

Social media levels the playing field and showcases the wonderful ways small, independent, non-corporate operations are often the better choice.

If you are authentic about your desire to engage social media followers they’ll most likely show up soon after as real-life customers, patrons or fans at a show. If you hear the words, “I’ve been following your posts on Facebook and wanted to check you out in person” then you are doing it the right way.

When you hear, “Facebook doesn’t really work for my business” chances are their Facebook business page is a yawn-fest of text and messy links that aren’t interesting or eye-catching.  When a visitor drops by your page to check you out, you don’t want them to have to dig for treasure.

Sadly, businesses often focus so much on getting fans and followers they forget to take good care of them by posting the very information their followers are seeking in the first place: Who you are, what your business is about, how you are different than the others. As a small business, artist or musician, you have endless opportunities to showcase the qualities that make you unique and likable, and share the good work you are doing.  If you believe in what you are doing enough make a living doing it, there really is no excuse to have boring page.  You only need to let others participate in your journey. Social media is that simple.

Just like a beloved hole-in-the-wall restaurant, it’s better to have a small army of enthusiastic and engaged customers out on the street singing your praises and recruiting new business, than 1000’s of lackadaisical, non-engaged, followers that are just waiting for a freebie or coupon that they may never use. If followers aren’t participating, they aren’t really part of the growth process. Why people buy likes is beyond me. If I visit a local business page that boasts 5000 followers but shows no interaction via likes or comments, suspicion immediately creeps in (especially if their followers are from another continent). On the other hand, if I visit a local business page that has 300 lively and adoring followers, suddenly I want to be part of the experience and I have already decided they are legitimate and safe to do business with.

So, what can you do to express the best qualities of being a small or independent business online? Here are some tips to keep you on track, grounded, true to yourself, and let your individuality shine through.

1.) Pull back the curtains.

When people like a local business, or arts page, it’s because they want to learn more about you. Give them a snapshot of your day. Share photos of your latest project, the studio dog that rests at your feet, your well-worn sketchbook of new ideas, your favorite delivery person dropping off new merchandise, or your freshly shoveled sidewalk ready for guests on a snowy day. Keep your page colorful. Too much text looks like work, keep it fun.

2.) Acknowledge posts and questions. 

If they were in front of you, in the flesh, I doubt you’d ignore your guests. Instead, you’d engage them, welcome them and thank them for stopping by. Do the same thing online. A quick response to all posts goes a long way.  It only takes a few minutes out of your day, and it lays the groundwork for creating evangelistic followers. “Great idea, Chuck. We’ll check out your recommendation for a new source for our menus! See again you soon?”  That took me 15 seconds to write and just made Chuck feel validated and important.  Customer appreciation is one of the main building blocks of successful small businesses.  Worth remembering, especially in a world becoming more automated by the second.

3.) “If there was a problem, yo’ I’ll solve it.”

In this one very usual instance, you want to be just like Vanilla Ice. If a customer asks a very specific question online, get them a specific answer and post it as soon as you can. If they have a complaint, address it publicly, immediately and graciously. If they want someone to call them, tell them you’ll have someone call them as soon as possible and then actually do it. There are lurkers watching to see how you deal with other folks queries and concerns. They are deciding whether or not they want to do business with you. Make it an easy decision by showing off your sweet customer service skills.

4.) Use your words. 

Don’t try to be what you’re not, and rejoice in what you are. Don’t be too formal and don’t use corporate double-speak. If you ever type the word “synergy”, I hope you delete it. Be professional, but also be authentically you. If you sell fishing rods, talk like a fisherman. After all, that’s who you are trying to attract, right? The human quality can get lost in an automated world. Try not to sound  scripted or rehearsed. Not one single person in the whole world likes doing business with a robot. No offense to robots, but I wouldn’t buy a fishing pole from one.

5.) Educate your audience.

Keep your followers stopping by to learn a new tip every now and then.  If you’re a mechanic, show followers how to check the oil level under the hood. If you’re a musician, tell your followers the interesting history of your next venue. If you sell cakes, share a handy tip on how to slice them without tearing up the icing.  Remember: You’re the expert in the room, it’s okay to act like one.