The future of small business has been the focus of several Twitter chats (We call them Bizapalooza chats) for the past few weeks. Some of the topics small business owners, guests, DIY Marketers, and the Bizapalooza chat panel have discussed include:
- Social listening
- Writing for a diverse audience
- Video marketing
- Managing your online reputation
In this post, we’re going to take a closer look at the interesting conversations driven by 3 of the most recent Bizapalooza chats on the future of small business.
Topic #1 Neuromarketing
Roger Dooley, the creator of the popular Neuromarketing blog, served as ou guest on the topic of neuromarketing. Neuromarketing combines marketing strategies with the equipment and strategies of brain science. Neuromarketing equipment range from the expensive (MRI, eye scanning technology, etc.) to inexpensive strategies (changing fonts or changing the price).
Neuromarketing offers marketers a unique opportunity to confirm their marketing with real-time feedback. Instead of hoping if your last marketing campaign got your customer’s attention, you can peer into your customer’s head to see if you got their attention. Instead of guessing whether the color of your new logo worked, you can select colors that have been scientifically tested to influence a customer’s perception.
Neuromarketing presents new ethical challenges, however. These ethical challenges were the heart of our Twitter chat with Roger Dooley. Is it right, or even legal to peer into your customer’s brain? Is it right to use pricing strategies that use the brain’s own mechanisms to sell a product?
Our panel was pretty pro-neuromarketing but we cautioned. Yes, the Bizapalooza chat team argued, neuromarketing has many benefits for marketers and businesses. It is a powerful tool when it’s used with care and concern for their customers.
For a deeper look at the Twitter conversation, check out “Brainfluence – How to Persuade and Convince with Neuromarketing“.
Topic #2 Writing for Diversity
Diversity is another change that business owners will face in the future. With the rise of technology and globalization, the landscape of business has changed. In the past, business focused on their local territory. Now that territory is virtual and global. Your customer might be across the street or across the ocean. They may pay you in dollar, euros, or yen.
Beyond technology and globalization, businesses have also gained awareness of diversity’s impact on society. Most businesses understand the benefit of recruiting from a diverse pool of talent. Businesses also realize that ignoring diverse audiences can hurt their bottom line. Customers are becoming more vocal about representation and are using their voices (and wallets) to back up their belief.
All of these changes require businesses to step up their communication skills. They have to get better at connecting with diverse groups of audiences. Our Twitter chat focused on this point and discussed how a business should get started. In particular, we looked at businesses that were connecting with diverse audiences the right way and those that weren’t (Example: The Kylie Jenner Pepsi commercial). As a business, it can be difficult (and possibly scary) to get involved with diverse writing because there’s s
As a business, there are many ways a business can mess up communication. That shouldn’t stop your business because as Bizapalooza chat participant Tianna Winters pointed out, it’s our job as a business to connect with our customers, wherever and whomever they happen.
For more insight on our conversation, feel free to check out “Writing for Diversity: How to Attract and Connect With a Diverse Audience“.
Topis #3-Social Listening
In a few short years, social media has transformed the way customers, businesses, and everyone (including Grandma) communicate. People now share details, opinions, facts, rumors, and more on social media platforms like Twitter and Facebook 24/7.
This is the social media that most businesses are aware of. Businesses create Tweets, create videos for YouTube, share images on Pinterest, chat with customers, and try to present a positive image of their business while
Mick Griffin chatted about a level of social media that most businesses are now waking up to, social monitoring and listening. In particular, he chatted with the Bizapalooza Twitter panel about social listening strategies and how businesses can use these strategies to improve their marketing and sales.
Social listening involves two key aspects, listening to relevant social media data and responding to it. While it’s OK for a business to Tweet with their customers, a valuable goldmine of data is ignored when businesses don’t go further. This data exists in the social media footprints left in your social media. It’s the comments about your business, the number of engagements you get on certain types of content, the trail of clicks that go from your Facebook ad to your online store and afterward, that most businesses miss.
Mick Griffin goes into further detail about this in “How to Listen for the Sale: Secret Social Listening Strategies“, feel free to check it out to get insight into the strategies he presented.
More to Come
This is only a sampling of the Twitter chats that go each week (Mondays @ 2 p.m. EST & Thursdays @ 8 p.m. EST). Feel free to check out us! Over the next few weeks, DIY Marketers will continue to explore what it means for a small business to market in a complicated world.
Also, feel free to join in the conversation any time by adding #bizapaloozachat to your Tweet on anything related to small business and marketing!