Get your customers' attention, and ensure their friends follow along
When it comes to social media, forget trying to figure out what to do with mobile or what those location-based services might mean. Dont be distracted with fragmenting executions or developing multiple strategies from self-promoting to hype-taunting sources. Instead, focus your efforts with holistic attention on your customers and their friends and family.
From my perspective, this is no different from the days before social media existed.
When I was a kid, I would get my haircut at el barberos house, which happened to be five houses away from my abuelas home. On hot summer days, I would eat limbers (frozen juice cups) from la casa del limber, which happened to be just one block away from my house. These establishments didnt have large signs outside. They were not listed in the local telephone directory book and did not advertise in the newspaper or local TV channels. But they definitely had plenty of customer traffic. Everybody talked about them and were always glad to tell you how to get there.
How did they manage that?
Simple: by delivering a good product or service. But the difference is that it was augmented by neighborhood recommendations and word of mouth. This is no different from what social media elements such as brand pages, mobile and location-based services allow us to do today. In a sense, all these tools are taking us back to an actual small town or community of days past, instead of a undecipherable future.
Suppose el barbero was in business now and was put in the shoes of any local retailer, restaurant or professional service today. Assuming he would want to grow or expand his business, heres what I would recommend he do:
Register el barberos business information in all key search networks.
My generic* recommendation would be the following, in order of priority (the links go to instructions on how to register a business):
As time/resources allow (and I strongly suggest to find the time), create a Facebook page, particularly if he wanted to show his logo and allow customers to share their likes and experience with their friends.
*If you offer professional services like legal, accounting, medical, etc., make sure you prioritize the sites specific to your profession as well as build a solid LinkedIn profile.
About the author
Jesús Grana has 20 years of experience as a strategy and marketing professional with a special interest in social media marketing. Cuban born, Puerto Rico raised and U.S. educated, he is actively engaged in learning and testing social media strategies and tools.