How To Make The Connection Economy Work For Your Small Business

The single hardest part of changing from a traditional marketing strategy to a digital one is that we are not connecting to people in the same way. It is sort of funny that before digital communication we were less personal in our communication style—with broader messages in our ads for magazines and newspapers. Now we are more personal and quite detailed in our messages, but in a virtual world, personal is hard to feel and therefore, hard to measure on a large scale.

Our world has shifted. All the information that the personal computer gave us connected us in a way that makes it hard for a small business to compete. Layers and layers of text and images are broadcast out to consumers, and each business feels the enormity of that task. But the promise of the connection economy is that largeness isn't what makes a business thrive--awareness does. Walmart may have deep pockets, large staffs, and marketing muscle, but small business owners have relationships, values, and the ability to speak the language of specific consumers far better than the giant can. It is not just money and size that matters, it is knowing who it is you are searching for and figuring out where they are, not worrying about where they are not, and then, connecting. So let's review the essential steps that “connect” you with buyers today.

Part 1. Social media.

I am going to make a blanket statement here: For every small business, connecting with customers, prospects, suppliers, and others via social media can deliver tremendous value to your bottom line. I do not think there is a business category that could not benefit from all that a coordinated content strategy on social media, would offer any brand. It is just the life blood of connectivity.

The main issue for small businesses is that they don’t see the returns on the time invested. It isn’t that the time is wasted, in fact, to really utilize this marketing method; time is the essential component to success. First, in order to use social media in this connection economy, you need to understand who it is you are trying to reach and then, you must know what your goal is when you reach them. In other words, what is the purpose of the content you are sharing? Knowing that some posts are reaching established customers and brand new prospects in the same moment—how do you craft such messages? And also, social media is not just a sales advertisement for a business to reach out to potential buyers. It is a classroom of information that touches people looking for that information, and fortunately that same information also bumps into other people who may find the information useful at some future point. Your job is to write it and cast it out into the waters of newsfeeds, and hopefully, people will use it to make decisions.

So knowing where to throw out that information is just as important as what to throw out. And you cannot do that effectively if you don't know who and where your customers are on social media. Not every customer uses Twitter or Pinterest, and some potential customers are only using Instagram and Pinterest. Know who it is you are helping (and be specific and detailed), solve their problems through content that matters to them (solves their problems), and then post it in the places where they will find you (not where you are and want to be, but where they are!) The connection will bring many sales without even asking.

Part 2. Review Sites.

When you’re using your social media accounts, you’re broadcasting information about your small business and trying to spur people’s interests. Well, when customers say something about you today, they usually do it in written form on a review site -- or their own social media newsfeeds. They are in control, not you. But this is not something to be feared, in fact, just recognizing these opportunities exist is a great way to further your connection with them—even if the comments are negative.

Google has churned out incredible statistics on how many digital interactions people make before making a decision. 

I have one customer who did an estimated 640+ digital searches on the Internet for her rehearsal dinner restaurant choice. 80% of her decision was made before even contacting any businesses. And 100% of the information gathering was done on her mobile phone!

Don’t you check the hotel reviews on the travel sites before booking a vacation? Or use Yelp before stopping at a pizza place for dinner? How do you feel when you see someone criticize the business and there is no response? Worse than that, is when you see a response that is sensitive, combative, and for all intent purposes, has now just made a small problem, much worse. These review sites are a major component in the connection economy – and they are pivotal in any good digital marketing strategy. Do not underestimate the power of an annoyed customer!

You want to be ahead of this process of reviews. Direct people to them, ask customers for them and be aware that potential customers are sifting through a lot of digital data to find you and then decide if you are worthy of their dollars. The onlooker is not as passive as you think. This is that "word of mouth" that businesses crave and tout as their true source of clients. But today, we “hear” things by your absence so put this down in your marketing plan.

Part 3. LinkedIn Pages and Groups.

LinkedIn is probably the most overlooked social platform for engaging many prospects in the connection economy. It is a critical mistake to assume that only accountants and HR departments are using this fast growing site. And just stop for a moment and think about that statement: could one of your potential clients actually be an accountant? LinkedIn offers a great place to participate in multiple kinds of professional groups. Groups that might need your particular expertise to help them solve problems. Of course, like any group in your community, you do not join all of them, and you are most likely to choose groups that actually need what you have—so again, knowing who your customers are, and where they are—is key to your connection strategy.

The success is found in taking the time to actually participate in this process of networking online through pages and groups. Listen to what is being said first and make a decision to be the authority, offering tips and knowledge—not sales promotions. Like the 7 AM breakfast meeting of times gone by, these moments will be well spent through the connections you are making and the thought leadership you are developing for yourself and your business.

Part 4. Your Local Community.

Speaking of networking breakfasts, what happened to the old-fashioned local networking groups? Are they all just digital now a day? Supporting our local community is a strategy for success that has never changed in the digital world. And for many small business owners, these local connections can become the foundation of your long-term growth—yes, even in the digital age!

One of the fastest ways to meet local leaders in your community is through volunteering. It's also a great way to grow your business! Get out in your community and stand shoulder to shoulder with your neighbors to do good. Meet people, connect with them, exchange business cards, and then sponsor a table at the next community event. Become a leader. Showcase your values and the mission of your business.

This is where you get a lot of bang for your buck—time dollars. You can be out in the community, doing good and supporting causes that not only lead to good networking opportunities but many customers today actually look for the causes that businesses support before they buy. Cause Marketing is a whole other subject, but it starts with the community you support.

Part 5. Employee Advocacy

For the small business owner, this seems like a point that can be missed, but I ask respectfully that you read on for your own benefit. Employees, every single employee (which includes your family and friends who support your business) are incredible secret weapons in the connection economy. How you handle the support and business of these most personal of customers will say a lot about how much you will grow in the future.

Your personal family and friends may get discounts or even free service, but when you treat them like the valued customer they are, they will speak about you as a customer and not your mother-in-law trying to get you more income. When you treat them as a valued customer, their voice speaks with authority about your business. They genuinely feel valued and that will come through in referrals faster than a plea at the Thanksgiving dinner table.

And what about your employees? Why do businesses not view them as the incredible advocates they can be? These are the people on the front lines with the most knowledge to solve potential customer problems. They know what is important and what is not. They have access to reports, pictures, content, and stories that need to be told in order for you to grow your connections in the digital marketing age.

But what happens once you hire them? They are not trained in using LinkedIn, or how to post on Facebook. They are not empowered to be the voice of your business. Make this a priority in the year ahead. Schedule training, hold meetings, and really look at the people who work for you and see them as the assets they are. Give them a tool to talk about you during their work hours and they will naturally talk about you after work hours to their family and friends. That is the best kind of advertising a business can get.

Of course, you have to listen to their ideas as well, especially the digital natives that drive you crazy. Do you think that they might know a few places where you could find their friends on social media? You can’t just ask for help, you have to offer an environment for people to share their own ideas and be given opportunities to test them. Who knows, maybe you will actually get a viral video out it!

So here are the key elements of making connections for your business in a connection economy. Your job is to learn how things are done and then if you are confident enough to implement them, so it. If not, then hire someone who is able to help you build that essential foundation for today’s digital world. We do not live a world molded in concrete so don’t treat your marketing as if it hasn’t changed since you began. Some programs change so fast that if you are off of them for a few weeks, they might look entirely different. So learn all that you can and empower your business, your employees, and consumers with knowledge and the ability to connect with you. The Industrial Age ended a long time ago and if you want to survive you have to figure out how to make every single connection count.

#ConnectionEconomy #socialMedia #EmployeeAdvocates #ReviewSites

Maria Bereket is a Digital Media Marketing Consultant and Trainer, a LinkedIn Strategist, and Social Media Marketer. Her work focuses on bridging the gap of the digital divide by teaching people how to use social media to grow their business through social media thought leadership. She is an innovator and creative task master. Teaching people to embrace technology and learn how to communicate in a digital world is her super-power. Connect @mbear88 or email her at [email protected]