Increasing 49 percent since 1982, small business in the United States now number to over 28 million, according to Small Business Administration. These companies claim responsibility for over half of American sales annually. To compete with other small businesses, as well as overseas competitors and large corporations, clearly communicating your core functions better than competitors on a variety of platforms is imperative.
According to statista, over 80 percent of American adults use at least one social media platform. However, BIA/Kelsey found only 77.6 percent of small businesses utilize social media marketing. Those that do find the greatest success in using an authentic voice that speaks to their core customers.
Founded in 2013, the online clothing and accessory shop Texas Humor began as a simple sketch done by a husband and wife in Texas. After posting the image on Twitter, the two began receiving numerous requests for shirts and stickers bearing the drawing. Since then, the small business has created a full line of Texas-pride items, including tanks, yoga pants, and hats.
Prior to opening their store, the team worked in the marketing and advertising fields. Using these skills, the business acquired a Twitter following of over 790,000 users, averaging 1,500 likes and 567 retweets per post. Rather than solely posting promotions of their products, they integrate photos and original content meant to amuse Texans, furthering their commitment to sharing state pride while also attracting new customers.
Sunny Co Clothing exemplifies the importance of strategically planned social media campaigns. The San Diego business posted a photo of their swimsuit and said anyone who reposted the photo and tagged the company on Instagram would receive the suit for free, except for shipping and handling costs.
Followers on their Instagram account increased 11,200 percent to 784,000 in 25 hours, and the offer was redeemed over 50,000 times. However, the company was unprepared for the quantity of orders, forcing them to append promises made to the new customers. Though the company received international exposure from the social media campaign, appearing in publications like TIME magazine, Buzzfeed, and The Washington Post, it was mostly negative press.
Recognizing the importance of carefully designed and implemented social media campaigns for small business success is the first step towards growing your clientele and brand reputation. Know you’re taking it confidently with Intraspire.