“As 2015 comes to a close, small businesses look to 2016 as a new year for growth and opportunity. Budgets and plans are in the process of being finalized. Communicating and connecting with customers are paramount. And small businesses should always be looking for ways to improve those lines of communications and customer service.”
Wow! Ann Marie Van Den Hurk, Contributing Columnist at Kentucky.com phrased that so succinctly (“In the new year, small businesses should focus on the customer”) that I won’t even bother with rewriting or paraphrasing. Read the article, it may have appeared in the Lexington KY Herald-Leader but it is applicable to Salem, the North Shore and anywhere.
She writes, “Organizations need to use all tools and channels available to customize the customer experience based on what the customer needs as well as wants and not just what the organization wants.”
Key areas she focuses upon are Millennials (an oft-reported upon topic here, because, well, they are important to small biz) and mobile.
For example, did you know that the oldest segment of the Millennial group will be 34 in 2016? They are not just kids. And they are not just making entry-level income. Spending power is theirs now. Just as the Baby Boomers were the elephant in the room during the 70s and 80s, the Millennials — with the added aid of social media — control the commerce conversation.
Blab, Meerkat, Periscope could very well be the wave of future methods of conversation with customers. As is mobile now. Your websites need to be mobilized! Over 50 percent of searches are now from mobile devices.
Van Den Hurk also discusses how “culture” has come into play in trying to reach your customers.
As I’ve stated often enough, if you operate a small business in the 21st century, you need to not only ‘be’ on Social Media, but also provide ‘value’ through well-written content. That value could be in how you appeal to the cultural needs of your customers.
Content on blogs and Twitter need to be well-researched and well written — and not left to a family member, intern or an employee whose only qualification is that he/she has a Facebook page. You can hire a professional social media strategist full time, on a part time basis, or on an as-needed basis (but you’ll find you need it more and more as the lines of communication with customers successfully — and profitably — begin to open wider).
Social media is THE way to not only reach customers but is the new way to provide immediate customer service, if you take the time and effort to do it the right way.
Resolve to make 2016 your year of the customer.
(Anthony M Scialis is a social media strategist focusing on blogging & tweeting as a two-step customer service effort in bridging the gap between the wants of your small business to grow and the needs of your customers to be satisfied.)