Local news publishers typically know many of their community restaurateurs on a first-name basis, and are regular diners at the establishments. But they can’t offer the precise targeting capability of Facebook, whose services are, in most cases, fully automated — greatly lowering their cost.
What Google is to search, Facebook is to social. Those same local business owners know that, when it comes to social marketing, a good portion of their success depends on what they and their customers do on Facebook. So if Facebook gets serious about local, could that change the local landscape? What would it look like?
“All social media is a funnel,” says Chris Warren, owner of Marjory Warren Boutique in New York City. “You’re trying to get someone to buy something.” Warren connected with other local shops via Townsquared, hyperlocal networking platform for small businesses, and joined a sort of “Instagram collective” with other store owners.
A new survey by the marketing agency Rational Interaction found that 92.5% of brands are failing to meet their customers’ social customer care expectations. Here are seven strategies for how brands and retailers can offer better customer support across all the social channels that their customers use.
Snapchat may be considered by many to be “the next Facebook,” but its approach to social media and interactions couldn’t be more different. From its emphasis on moments to the uneasiness the founders have with ad personalization, the company is certain to blaze a trail all its own the the local space.
The way a merchant responds to complaints on social media will influence not only the perception of the offended customer, but also the perception of any potential customers who view the interaction online. Here are eight strategies that business owners can use when deciding how best to respond to customer complaints on social media.
More and more small and medium-sized businesses are upping their digital marketing game — even though they still don’t have a clear understanding of the relative ROI of various channels. According to Thrive Analytics’ Local Pulse Report, 42% of SMBs are planning to boost their local marketing budgets in 2016.
Almost half of small business owners say they’re being overrun by basic administrative tasks. When Roo’s World of Discovery owner Michelle Pollak Landwehr found herself in that same position, spending hours each week on basic administrative tasks like tracking member visits, scheduling classes, and managing recurring payments at her Washington-based children’s indoor play space, she began looking for digital solutions.
This month’s Brand Battle, in conjunction with Brandify, compares the local digital marketing footprint of two popular apparel chains: Forever 21 and H&M. The Swedish clothing giant was the runaway victor in this contest, besting its rival in five of the six categories evaluated and tying Forever 21 in the sixth category.
Small business owners have a reputation for being do-it-yourselfers, particularly when it comes to marketing and advertising. But with social spending on the rise, more of those business owners seem to be saying that if they want social media marketing done right, they need a professional to handle the job. Here are six full-service firms operating in the space right now.
Local merchants in every vertical are relying more on social media marketing for customer acquisition and retention, but restaurants in particular have become heavy users of social platforms. This year, 50 percent of casual dining and fine dining operators said they planned to devote even more resources to social media marketing. Hyperlocal vendors like Perch are providing business owners with a way to consolidate most social marketing tasks in one centralized app.
Facebook is known universally for its social networking features, but the company has quietly but consistently been rolling out a set of tools to make it the go-to platform for SMBs. From social buy buttons, call functionality, and Pages to messaging and free beacons, Facebook is staking its claim to online, offline, and online-to-offline marketing and commerce for SMBs.
A new report from Street Fight Insights found that many local businesses don’t feel they’re getting return on their social media efforts. That’s in spite of the fact that two-thirds of them are using social media for marketing, and many plan to increase their efforts. Companies in the connected local economy value chain looking to best serve merchants should supply them with tools and services to measure the impact and efficiency of their social media marketing programs.
Walk into any coffee shop in the late afternoon and you probably won’t have a problem finding an open table. That afternoon lull can be tough to overcome. At Sunshine Coffee Roasters in Northern California, owner Mike Doherty’s approach adds a shot of technology to established customer outreach tactics. He relies on his cloud-based POS system, ShopKeep, for the majority of his promotional work and business management.