The economy’s been down for so long many, many local businesses are now looking for that silver bullet that is going to finally pull them up and out and back to the promised land. In 2010, it seems the pull is towards social media – primarily Facebook and Twitter.
And the rush in this direction, combined with how short handed many small businesses are, has resulted in a lack of attention to other advertising methods. There may even be a short term benefit, exacerbating the problem.
Head down this path, though, and your brand will suffer in the long term. Think about the brands that you are most loyal to for a moment. Do they reach out to you beyond your Twitter account. Without knowing you or the company you are currently thinking of, I know the answer is “yes.”
While the jet-setting lifestyle in this article may not be relatable for you, the underlying principals should be. The whole article is a good read, but since you are busy, here is the high point:
The most impressive brands make connections through many forms of stimuli and reinforce experiences through many media, email included. I now receive an email communication from my dry cleaner asking me if I was satisfied with their service after they drop off my clothes each week. It doesn’t include a coupon.
So reach past your Facebook account when you are reaching out to your customers, and particularly when you are reaching out to prospects. Consistancy and a proper customer focus demand it, and so does the long-term success of your brand.
Know anyone who’s doing this well here in the valley? If so, take a quick minute to let me know who is doing it right for you.
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