“The small businesses I work with know that social media has a lot of marketing potential,” she says. “I think in 2014 we’ll see new social media tools revealed and smarter strategies from small business owners.”
These are noted predictions from Sharon Geltner:
Linkedin is making big strides to earn you attention, Geltner says. The site, known among Geltner’s clients as “Facebook for grownups,” has attracted a lot of new users with business-centered features like endorsement tools and the ability to join groups.
“LinkedIn will become a social media powerhouse in 2014,” she says. “More business owners are realizing the treasure trove of information that potential clients list on profiles.”
Geltner expects business owners to search LinkedIn for potential clients and use the information offered online to do research before cold calling a prospective customer.
Geltner predicts more businesses will turn to video to spice up marketing campaigns in 2014. With YouTube channels growing in popularity and video equipment becoming cheap and easy to use, Geltner says more emails and social media posts will contain videos rather than lengthy paragraphs.
“People click on videos,” Geltner says. “If your business can pack information into an informative and
, online retail store, Zappos, says 250,000 visitors were driven to its website by YouTube in 2012.
3. Small businesses will get selective about social media
Every small business struggles to balance time, money and resources. While many small businesses gravitate towards all social media platforms because of their free marketing potential, Geltner expects businesses to be more efficient and selective in 2014.
“The novelty of social media is starting to wear off,” she says. “Business owners don’t need a presence on every social media site that exists.”
She believes small businesses will focus on one or two platforms rather than offer a meager presence on every site. A shift towards quality over quantity is also expected.
“Small businesses have enough experience with social media to realize that they don’t have to post every 30 minutes, but when they do, the content should be worthwhile to readers,” she says.
While Geltner says social media tools are an affordable way for small businesses to generate leads and promote a brand, she reminds owners not to forget about traditional media. Geltner says social media isn’t a silver bullet and advises every small business to combine its social media marketing with traditional marketing tools like email marketing to have the most successful year.