In Italy, generalist social networks – Facebook and Twitter above all – continue to be the most popular platforms for local entrepreneurs as, with a few simple clicks, it is possible to promote certain company products or services.
locally, small and very small businesses
tend to invest solely in social media marketing since
they mistakenly consider this activity the only true one
alternative to the classic, and increasingly expensive, strategies of
reality, micro companies can leverage various initiatives
of digital marketing – social media marketing, blogging, sem and so
away – to “break down” the geographical barriers and widen, al
at the same time, its own market share.
despite this opportunity to operate on multiple levels, as I have
already reiterated a little while ago, a good part of Italian entrepreneurs –
also due to very tight budgets – consider a post on
Facebook, or any other social network, the ideal content
to achieve one or more objectives set in the strategic phase.
Small businesses and social networks: no to instant marketing
Many entrepreneurs want to promote their business by publishing original and always up-to-date content.
Generally these two qualities are included in Instant marketing that is the communication initiative (of a business editor’s note) put in place by a specific subject to promote a specific product or service by leveraging the popularity of one or more events.
it is a very popular tactic on social networks and often many
activities – Taffo above all – they put it into practice to obtain
visibility on the web.
In reality, this form of communication has many limits, in terms of economic revenues, and can often generate reputational crises (discover the brand reputation) that are difficult to manage.
except in cases where the event is closely connected with a
product or service offered, small and very small companies
dimensions must absolutely not focus only on the Instant
Publishing of “geographic” contents
The communication campaigns of a small company – both traditional and digital ones – must be strictly connected with the territory to which they belong.
Territoriality represents that element of conjunction between product and final buyer .
contents linked to a specific territory are able to create
an indissoluble bond between company and local customer, to the point that
the latter assumes the role of shareholder within the
With the role of bearer of sharing, each customer will become a promoter of the corporate brand through the sharing of contents as well as through purchase suggestions (discover the role of word of mouth in marketing).
each activity must be able to identify those contents
territorial that can be published on Facebook and others
Customer support on social networks
Generalist social networks are a perfect “ habitat ” for customer care, especially in the local area.
small businesses have a number of customer support inquiries
clearly inferior to the big entrepreneurial realities and that
allows you to manage it directly on social networks.
customers can happen:
In any case, speed and efficiency are the essential requirements to make a difference .
every company can periodically publish contents that
they simplify post-sales processes or improve services
Exclusive offers and showcase tab on Facebook
Local entrepreneurs who choose Facebook have a big goal: to sell their products.
sale of the goods or services offered can take place directly on the
Mark Zuckerberg platform or indirectly via link or
In the first case the marketer will have to set up the Facebook showcase tab (find out how to set up a shop on Facebook), while in the second case it will be necessary to create engaging posts capable of transforming the desire to buy into a necessity.
this, local companies must also be able to create
exclusive offers linked to the territory.
example, special discounts can be hypothesized for anniversaries
most important in the area, or a price initiative
promotion linked to certain events.
again, the marketing strategy will have to be
closely connected with the territorial calendar.
Small businesses and social networks: conclusions
Small businesses that want to invest in social networks should not underestimate the characteristic aspects of their home territory.
folkloristic, religious holidays, monuments and much more
represent just some of the elements to focus on
create a hyper-personalized social media marketing strategy.
The web is also sharing