A friend of mine has a small jewellery boutique she runs out her house. The store stocks really stylish and fun pieces, and she uses social media platforms as her main source of advertising. Looking at way the small businesses use social media to sell their products, it makes me wonder at the scope of business these platforms offer to their users.
Exposure to a Larger Audience
Even when these businesses are not using the paid promotional posts, social media platforms are the best places to showcase their niche products to a large audience. A ‘like’ on the update and ‘share’ on the product photo actually works wonders for these businesses, which only depend on their organic reach of these posts for popularity. I guess it’s easy to be a big brand and pay your way to popularity on these pages, but if you are a small brand, it’s your unique posts and strength of your designs that carry you through. For a small business, even a thousand likes can turn into actual sales at a ratio far more favourable than inorganic reaches of promotional posts.
User Engagement Matters
I am often amazed by the way small businesses get users to engage with them. My friend’s page, for her brand Adorjo, is always a vibrant discussion of a day’s schedule, or a new trend, or even a discussion of the latest design. My very creative friend often uses mystery as an ingredient to a product launch. Her posts often read, ‘A sneak peek of our next collection, stay tuned,’ and is often added to an expertly designed product photo, that keeps the audience guessing about the nature of the upcoming jewellery designs.
Effective Use of Contests
No, the boutique page doesn’t use the social media contests as blatantly as the big brands. But often it coaxes its users to post photos of them wearing a designer piece, and I am always delighted to find a whole lot of buyers actually complying with the idea!! Yes, contests can have many forms, so long as you hit the pulse of your audience, the prize may be in participation itself.
Pictures Speak A Thousand Words
A food blogger friend of mine, who wanted to get some good shots for her own food blog, decided to master the art of photography, and now successfully runs an extremely popular and award-winning food blog as well as her own agency for food photography. Rekha’s social media presence is all about amazing photographs of food she has cooked, or arranged and designed. A set of good photographs can often take your social media presence to great heights.
Build Your Brand by Sharing Yourself
In this day of content strategies and automated posts on the social media channels, my friend Monica successfully has turned her social media page about her baking venture into a discussion about her likes, her taste in food, and the events she attends as a food entrepreneur. She keeps her audience hooked into her creations by sharing tit bits about her life. Her pages are full of everything that is her, and her brand’s page stands tall with a neat 6k followers waiting to hear the next thing from her.
I tend to agree that small entrepreneurs of today has got their social media pages so right, that too without any dedicated professional help, as they believe in one single most important thing, that it’s all about their audience, a point which some larger businesses are surely missing at this time.
Photo Courtesy: Flickr (Page by Rosaura Ochoa)
(Initially published this post on my LinkedIn profile)