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It seems like a dream: you promote a product online and it catches on like wildfire. Suddenly, everyone wants the strawberry keychain, the honeycomb froyo, or the corduroy shorts. You've got it, they want it, it's got to be a success, right?

Unfortunately, for most small businesses, going viral can be disastrous. Here's why:

Supply may struggle to keep up with demand. When demand suddenly spikes for a product, it can be difficult-to-impossible to fulfill the requests that come in. You may not have sufficient supply, be able to fulfill orders in a timely way, or keep up with customer demands. You may not be able to offer the quality or experience you usually promise.

One time customers are not necessarily repeat customers. Customers that come in for a single product or experience may not stick around for more. Unlike customers who know your brand and love your offerings, these one-time connections do not necessarily translate into a lasting relationship. That can also mean that any efforts to expand your business to keep up with demand (renting more space, hiring staff, buying more product) may become a burdensome expense if demand shrinks again.

Your loyal customers may feel shoved aside. Your virality can interrupt your relationship with longtime customers who prefer the personal experience you usually provide.

As tempting as it is to chase trends and follower counts on social media, remember that success for a small business is not defined by views and impressions. Instead, social media offers an opportunity to deepen your relationship with your target customers, let them know about new products and/or offerings, and keep them coming back for more.

Feeling overwhelmed by the vast world of social media? You're not alone! Many small businesses avoid social media because they don't know how to use it effectively or know what to post. But skipping social media means missing out on a powerful tool to connect with your customers and boost your small business.

Why Should You Care About Social Media?

Free Marketing Magic: Social media platforms are like free billboards for your business. You can reach a wide audience without breaking the bank.

Connect with Your Customers: Social media helps you build relationships, answer questions, and show your human side. A connected customer is a loyal customer.

Boost Your Website Traffic: When you share links to your website on platforms like Instagram Stories, you're just a click away from where your customers are already browsing.

Uncover Hidden Insights: Analyze your posts to see what your audience loves, then use these insights to create more engaging content.

With all this right at your fingertips, why not try social media and see how it can benefit your business? Here are some ways to make social media work for you:

Target Your Target Customer: What are customers most drawn to in what you offer? What do they need and want the most? Even if you know your customer well, making a point to write down the type of person you attract and what most attracts them can help you create posts that speak to them.

Explore Social Media to Find Out What Works: What are businesses like yours doing to attract customers? And, maybe more importantly, what attracts you? Start browsing social media with a canny eye and take notes on the types of posts you want to try. And then… try them!

Take Good Photos and Videos: When you post, you want to put what you offer in its best light, literally! Some ways to do that include: use natural lighting whenever you can (soft sunlight is a beautiful enhancer), incorporate the rule of thirds, and keep the background simple. Most of all, keep practicing! As you do, you will find your own style.

Engage When Others Engage: If someone comments on your post, respond! Even a simple "thank you!" to a positive comment can show that you're paying attention and care what your followers think. If someone reposts something you've posted, reach out and thank them! Occasionally, you may get a negative response. You can decide whether to engage, but responding thoughtfully, calmly, and constructively shows your followers that you're willing to make an effort to resolve problems.

Be a Cheerleader for Other Small Businesses: You can use social media to follow, comment on, and promote other small businesses in your area. Fostering authentic community on social media with small businesses you admire in the same field or in your neighborhood creates a positive vibe that attracts customers, encourages cross-promotion, and draws people to the small business community.

Those are our tips. What are some social media tips that have worked for you?

Since 2020, it's only gotten easier for people to shop online at big chain stores. It's hard for smaller businesses to compete with fast, free shipping and heavily discounted products. So what's a small business to do? Here are some tips for attracting and keeping customers in this holiday season's competitive market.

Show Yourself!

Whether you're offering goods or services, you are what makes your shop special. When you're planning your social media posts or building your website, make sure you include information about you to build that relationship with potential customers. This can include your photo, how you got interested in this field, the products or services you're most excited about, and/or what motivates you to keep your shop going. Your personal story helps to build trust with your customer and feel connected to your shop.

Emphasize Personalized Service

At your shop, customers get expert help in finding just the right thing for themselves or a loved one. In your social media outreach, let customers know that when they step inside your store, they can come to you for help to ensure a positive and worthwhile experience. If you offer clothing, for example, emphasize that they will get help finding exactly the right fit for their body or the right color for their skin tone.

For online orders, a handwritten "thank you!" note on a card or the order form shows customers that there's a real person on the other end who's excited about their purchase.

Offer A Free Gift With Purchase

A small, personalized token helps to build that relationship between you and your customer. It helps to think of something that your customer might find special or useful based on what they are buying from you. For example, if you own a bookshop, you may consider hiring a local artist to design a sticker or bookmark that accompanies each sale. You can also offer free gift-wrapping with the store's logo on it that shows the gift recipient that the giver went out of their way to purchase something special for them. If you have frequent repeat customers for something small – such as a cookie or coffee business – offer a discount card such as "buy 10 get 1 free!" that encourages loyalty to your business. These are all things that you can promote on social media as an incentive to attract customers.

Cross-Promote with Other Local Businesses

If you have a brick-and-mortar shop, you can collaborate with other local businesses to bring customers to your neighborhood. That may mean promoting each other's shops on your social media. You can also offer a neighborhood-wide discount.

If you offer a service, a collaboration with someone who offers a complementary service can be a boon to each of you. For example, if you own a salon, pair up with a photographer to give a family beautiful hair and makeup before their holiday photo shoot.

If you're a maker, a collaboration with another maker in an adjacent field can bring excitement to your work and new customers for each of you. For example, if you're a ceramicist, invite an illustrator to enhance your work, promote on each of your social media channels, and split the sales.

Create an Email List with a Small Discount

Friendly emails help to keep your business top-of-mind for customers. You can grow your list by offering a small discount of 10% off their first purchase after signing up. In your emails, you can promote new products, offer special discounts, and ensure they're the first to know as soon a sale begins.

Remember: your small business truly offers something that a bigger store can't give. You offer a relationship with the community and a connection that is in increasingly short supply. You can give customers a quality experience and help them feel good about what they've purchased. It's those positive feelings that will help spread the word about your shop and bring customers back into your store again and again.