Local Business Doesn’t Have to Mean Local Social Media

January 29, 2015

By Stephan Hovnanian

There’s a perception among companies that social media is all about marketing your product. For local businesses, the perception raises the daunting question of whether the company should even bother investing in a social media presence, since building a following from outside their service area won’t really help their business.

Of course, this perception has merit in the context of selling product or driving foot traffic to your store. However, social media has matured as a communication channel, and its users are looking for more than just marketing. They are looking for connections, especially with the people behind the brands and interests they follow.

As a local business, you’re used to this type of connection in real life. You have your regular customers and your local networking channels. Now, if you were to broaden your reach a bit, what could it do for your business?

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I had the opportunity to interview Bernard and Katie Katz of Bernard Katz Glass, located in Philadelphia. They’ve been transitioning from brick-and-mortar marketing to digital marketing since the economy turned at the end of the last decade, so they were uniquely qualified to speak about the effects of broadening your reach as a local business.

Key takeaways as it relates to using social media as a local business

1. Network with peers, even competitors. Find ways to introduce them to your own audience at an appropriate time; you might not get a sale, but you’ll build brand equity with that customer (who is still local to you, remember that) because you introduced them to the solution to their problem or need. Aside from referrals, showcase your industry as a whole, because you become a go-to resource for educating customers about your business. Education and empowerment are really big right now, so businesses who really know what they are doing can get added exposure by being a steward of information for their industry.

Plus, Katz’s activity drew the attention of larger publishing companies like American Express, who interviewed them for their Small Business Saturday series. Talk about exposure!

2. Have a presence on as many channels as you can handle. Katie recommended to start with one channel, learn how you can best use it (networking, learning, prospecting, advertising, curating content, etc.), then expand to another one.

Allocate time and human resources for social media just like you would for your showroom floor. Customers want to get to know you long before they buy. Engaging with them, sharing stories, giving them behind the scenes looks at how you do business not only builds trust, but again educates, empowers, and could open up some publicity doors for you.

3. Above all, be real. As I said, customers are expecting this, and as a local business you are already used to this transparency. By contrast, companies that do business solely on the Internet get to hide behind their websites, chat lines, and brand icons. Not you. You’re in the trenches. So carry that brand voice from your store to your online channels. If you are fake online, the minute you do attract a new customer, you’ll lose all perceived credibility with that person.

Hey, I have a favor to ask…what local businesses in and around Bedford are doing a great job with their social media presence? I’d love to meet them! Drop their name in the comments or connect the two of us on social media; you can tag me on Twitter, Facebook, LinkedIn, and Pinterest @stephanhov, and Instagram at @stephanhovnanian. Thanks!

 is the owner of Shovi Websites, a web strategy company located outside Boston. Stephan has spent his career helping companies overcome the challenges of maintaining their online presence effectively by developing and executing strategies unique to them.

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Katie Katz
January 29, 2015 10:19 am

Thank you Stephan for sharing some of our advice for what works for our glass art business. Social Media is wonderful way to join the conversation party for all things glass, art and design for us!

January 29, 2015 10:36 am
Reply to  Katie Katz

It was my pleasure, Katie, your company is a terrific example to learn from!

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