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Know Your Social Media Fundamentals

By: David Goldin


Are you trying to ring in customers and drive traffic to your social media locations this spring and summer? While running a brick-and-mortar store, the summer can be full of opportunities and sometimes, a new lead or sale is just a social media post away. But how can business owners like you leverage your company over Facebook and Twitter?

As a leader in the small business lending industry, we know a thing or two about helping small businesses improve, even when it comes to social media. Facebook and Twitter posts may seem random and full of luck, but it is a science and strategy should be involved. For example, it’s important to have a grasp on the type of customers you’re trying to reach; this is a no-brainer. But actually reaching them is entirely different. It’s easy to single out your target demographic, and here the following are ways you can reach out to them via your social networks:
  • Show up: A common yet poignant saying is, “the best ability is availability.” This could never be truer than for social media. The first part of the battle is actually creating and optimizing these profiles. Do you have a company Facebook page? Twitter profile? If not, these are a must. Also, make sure they are completely optimized: photo, short description, operating hours, etc. Also, don’t create these accounts and lock them in the basement. You should be constantly monitoring them whether it’s on your work computer, smartphone or both.
  • Build an audience: Brick-and-mortar businesses can sometimes be hindered by their location—meaning only customers within driving distance are likely to visit. This is why you need to find new customers to bring through your social media pages. With Twitter, you can use what’s called the “Advanced Search,” which is a way of searching for people’s tweets relative to your area. For instance, if you operate a clothing and shoes store, you may want to search for “clothes” within a 5, 10 or 15 mile radius of the city you’re located in. This will allow you to reach out to users who may be searching for whatever items you sell in your shop.
  • Engaging content: Creating and posting unique content is the biggest yet most rewarding challenge there is when it comes to social media. In a nutshell, the goal from a social standpoint is to stand out. While posting industry articles and updates about your store are important, doing things that are out of the box is where you will really make your mark. One idea is to post photos and videos of your store that you think will get a reaction from an audience. Right now, photos and videos have more shareability than written content, so if you can find a way to post a funny photo or video pertaining to your business, try that route.
Brick-and-mortar businesses must find ways to stay on top of the trends or else they risk losing current or potential customers to online retailers. Social media efforts through Facebook and Twitter will help expand and strengthen your brand if you follow the steps above and also do additional research on your own.
If you have any questions on social media or small business funding, do not hesitate to contact AmeriMerchant today!
Published: May 20, 2014

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David Goldin

David Goldin is the President & CEO of AmeriMerchant, a leading provider of working capital solutions for businesses including merchant cash advances and business loans.  Founded in 2002, AmeriMerchant has over 120 employees and is headquartered in New York City. David's previous experience includes co-founding an Internet development company and building it from four to fifty people that was eventually sold to a multi-billion dollar publicly traded telecommunications company.  David is also a founding member and President of the North American Merchant Advance Association (NAMAA), a 501c trade association for the merchant cash advance industry.

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