Your Business With James Caan 2017 - 163

SOCIAL MEDIA

Access all areas
Social media is a godsend for start-ups and SMEs, so make
sure you get the most out of it with James Caan's top tips

E

ffective online marketing isn't
just about having a swish website.
Social media marketing is a must for
any small business. Not only does it
allow you to reach a global audience
and communicate with your customers
on a more friendly and approachable
level, it's also free most of the time.
However, take care: social media also
allows any mistakes on your part, or
negative customer experience, to be
publicised widely at incredible speed.
Entrepreneurship is finally being
viewed as a genuine career path for
innovative and driven people. One
reason for this is that social media
has allowed entrepreneurs to present
themselves as the personality and
brand of a business, opening up many
new opportunities for start-ups and
SMEs to market themselves.
In the past, entrepreneurs have
often been too busy getting their
businesses up and running to think
about the perception they give off to
those beyond their customers. But this
is changing - people want to know the
names, faces and personalities behind
their favourite brands and services.

SELL YOURSELF

Entrepreneurs now have many social
media channels available to market
and advertise their businesses.
Demonstrating personality behind a
brand is a great way to gain followers
and create a brand with validity.
Start-ups need to think about who
will be the face, name and personality
of their brand. For most businesses
starting out, that person will be you.
Your business is built on your
personality - it's how you win business
and make connections. All your
success in the early days is driven
by you networking, pitching and
expressing a passion for the industry.
Remember, people buy people! And

as you are your business, creating a
personal brand is vital.

TWEET AWAY

As a start-up, your personal brand and
business identity are one and the same.
However, as your business grows so
too must your approach to dealing with
the growth of customer engagements
across various social media channels.
If your business revolves heavily
around customer contact, Twitter is a
great way to keep in touch. People like
to know that someone real and human
is responding to their questions and
having a real conversation, whether it
is the business identity or your own.
This illustrates that even as your
business grows you're still committed
to your customers and happy to
engage with them. Establishing a
separate brand on Twitter for yourself
also allows people to get to know the
visionary behind the brand, rather
than just access to customer service.
This isn't just limited to companies
involved in business-to-business
sales. A great customer experience is
essential in any business. It's the only
way to build trust and communicate
effectively with customers and
potential customers alike.

LOG IN TO BLOG

Blogs are another extremely useful way
to keep in touch. I make time every
week to share my experiences in the
business world, particularly via my
LinkedIn Influencer page.
Blogging on behalf of a small
business can make a real difference.
It can establish new business leads
and connect people to your brand.
It's a great way of developing
relationships with existing and new
customers and can build up your
reputation as a leader in the field.
Use your unique offering to make a

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http://europe.nxtbook.com/emp/Careers/jcspring2018
http://europe.nxtbook.com/emp/Careers/JobsandCareersAutumn2017
http://europe.nxtbook.com/emp/Careers/YourBusinessWithJamesCaan2017
http://europe.nxtbook.com/emp/Careers/Careers/Careers_with_Hayley_Taylor_2011
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