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Local Business and the Internet

by Mary H. Ruth

It's easy for those of us who work with computers all day to think of the online world as the norm for everyone. In fact, it's much less known than most of us geeks surmise. We see the manifold opportunities offered through internet participation, and assume everyone's making the same awesome discoveries.

But a vast majority of the working world only uses computers in limited ways, and isn't yet caught up in the Groundswell that characterizes the internet. Those who have been immersed in it see how the tools and practices favored online are morphing communications, perceptions, and many other aspects of life and business in revolutionary ways.

Because of this gap in understanding, many local businesses, the heart of our American economy, have yet to jump on the social media marketing bandwagon.

But it's a misapprehension to think of online marketing as only for big corporations. To the contrary, those who already have a 'real world' connection to their clientele – such as very often exists with small local enterprises – can enter the online social networks with an early advantage; and then watch their circle of loyal fans begin to grow with a life of its own.

How can social media marketing help a brick-and-mortar business? Here are four basic ways.

1.  Increased traffic to your website.
Many businesses have created websites without attention to search engine optimization. So the first step is make sure your website is properly built to maximize interest, interaction, and search engine friendliness.  After that, the social networking that you do attracts increased traffic to your specific content.

2.  Blogging benefits.
To me, the phenomenon of blogging is the heart and soul of the internet's benefits. Blogging means that you or someone in your company spends time regularly (preferably every weekday) thinking about how your products or services benefit the real lives of consumers, and reporting on that thinking. Blogging is the front line interface between you and your customers. It's where you go past the demands of marketing and selling, and meet your buyers person to person. Through blogging, you become more involved in your field and its use in society, and you also become a human being to whom your market can actually relate.

3.  Forum interactions.
Identifying and participating in one or two forums that relate to your business gives you a presence among peers the world over. With time and steady contributions, a business owner can develop a brand that makes their product or service the recommended 'go to.'  

4.  Social networks.
Participating at Facebook, Twitter, LinkedIn, or other social network sites has the same effect as forum participation. The social networks may be more personal, places where you talk less about professional concerns than you might at a forum; but these dialogs can still quickly lead to connections for your business.

None of this works instantly. Online social media requires commitment of time. The return on your investment is the long-term loyalty (and, in most cases, the large number) of customers gained through the process.

It doesn't matter what size your enterprise is, and those who serve a local market exclusively can benefit as well as those who sell all over the world. Local buyers are online. Increasingly, they are getting all their information from the internet. They're in touch via social networks and talking about your products. They are coming to expect not only fabulous customer service, but also social responsibility from their providers. They want to deal with real people, and they want relationships they can trust.

Is your local business already providing these assurances to customers? When you establish an online presence, you're opening up a platform for sharing your good work with a far larger audience. If you'd like to grow your business, social media marketing will help build it to whatever size you wish.

See you online!

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