On Small Business has a new feature in which young entrepreneurs will answer common questions about small business owners’ social media needs. The following answers are provided by the Young Entrepreneur Council (YEC), an invite-only nonprofit organization comprised of young entrepreneurs.
How does your business use Twitter and Facebook for marketing?
Aaron Schwartz, founder and CEO of Modify Watches in Berkeley, Calif.:
We share three types of content on Facebook and Twitter. The first is useful information — Modify recently designed a watch with proceeds going to support an incredible non-profit, Larkin Street Youth Services. We shared information on the organization and our watch design through our blog, Facebook and Twitter.
The second type of content is information that is on-brand and fun. We ask our fans to vote on winning watch designs, share first looks when product is for sale and let them have a ‘behind-the-scenes’ look at our brand. Examples of the latter include sharing images from our production facilities and our brainstorm sessions on packaging and design, as well as telling more about the personal history of our team.
Finally, we like to share special opportunities with our fans. If we are hosting a flash sale or have a limited number of a certain design in stock, those who have stuck with us on social media are always the first to hear. Our guiding principle: There is so much content out there; if we do not have something insightful to say about our brand or our community, we just don’t say anything! That way, important messages are not diluted.
Anthony Saladino, co-founder and CEO of Kitchen Cabinet Kings in Staten Island, N.Y.:
Facebook and Twitter are tremendous tools for marketing purposes. We primarily use these social mediums to provide educational content on our industry, because we find that a well-informed customer is more likely to make a purchase. Our fans and followers love the free in-depth guides we create, and they utilize this information to tie together their entire remodeling project.
We also use Facebook and Twitter as a platform to post pictures of finished kitchen projects. These photos help our fans and followers to visualize our product in their homes. Additionally, we’ve also had great success offering exclusive free samples and promotional discounts. These promotional offers posted on our social media channels have directly sprung our fan base into action to redeem these exclusive offers on our Web sites. We can confidently say that our marketing efforts on Facebook and Twitter have provided us tens of thousands of dollars in additional revenue.
Kelly Azevedo, founder of She’s Got Systems in Woodland, Calif.:
At She’s Got Systems, we primarily use Facebook and Twitter as a medium to market current opportunities and to connect with entrepreneurs who need support. We use social media as a tool to share high-value content, new program offers and supporting affiliates. Sometimes, these opportunities include discounts and bonuses available to our community.
However, She’s Got Systems works with clients representing a cross-section of industries that sell products, food and drink, luxury goods, destination vacations and online education. Many of our clients are in the process of launching, and a segment of our work together includes a comprehensive social media strategy to drive traffic to opt-in. It’s great to have thousands of “Likes” or followers, but it’s all about asking leads to take the next step and indicate their interest in a program or product. Then we use lead tracking software to determine which advertisements brought the most traffic and converted the best.