10 Ways To Market Your Business With Social Media

Social media is big. Sites like Facebook, Twitter, Foursquare, and others are changing the we we use the internet and interact with other people in good ol' meatspace. That means it is changing the way business works as well. So, if you're a business owner (or an aspiring one) you can't ignore these trends. In fact, use them to your benefit. Here are 10 ways to get the word out using little to no dinero:

1. Search for Customers

You want customers? Go search them out. Using Twitter's Search capabilities, you can search a vast amount of information to find out who is tweeting for what you provide. At search.twitter.com you can type in some keywords (along with some very useful parameters- if you wish) and see real-time results. Or if you prefer, use a Twitter Client to keep tabs on certain keywords for you automatically. When you see a relevant tweet, you can respond within minutes and (possibly) gain a new client. Google has even begun to include real-time social updates in their search results.

Say you're an auto repair shop. Rather, let's say you run an auto repair shop. Keeping tabs on a search such as "car broke down near:YourZip within:50mi" would fetch any poor traveler who happens to roadside tweet their mechanical mishap. I know it sounds far-fetched, but it's not. Or try something like "need auto body repair", "fix squealing brakes", or "car won't start". Using search parameters like "near:YourZip" and "within:##mi" will narrow the results to your geographic area.

2. Monitor Your Brand

Now you know you can search for new customers. While you're at it, use these same tools to keep tabs on your brand. Use the same powerful search tools to see who is talking about you. What do people really think about your service/product? What do they like about you? What do they hate? Customer feedback is ultra important to growing your business. Searching for what your customers are saying about you provides unsolicited, real, transparent feedback which can help you succeed. Which brings us to my next point.

3. Provide Customer Support

While monitoring your brand, you notice one tweet which is not-so-positive in its tone. The client has had a bad experience with your company and has proceeded to tell the twitter-verse how bad you are. Good thing you're monitoring your brand! Think of the effect it would have on the client herself (not to mention onlookers) if you responded graciously and made good on the bad experience. Ka-pow! You've just succeeded in turning bad press into good press!

Now, there are things which you may not be able to handle 'publicly' for all to see. You certainly don't want this to backfire, making you look like you not only screwed up the deal but you can't even make good on your mistake. In some cases, it may be best to ask the person to continue discussing with you via Direct Message, IM, email or phone.

4. Network with Colleagues

I have learned so much by following others in similar business. Who are those in your industry whom you really admire? Do they have a Facebook page? Twitter account? Podcast? Blog? Tap into their network to gain wisdom from the best. You can then follow who they follow; learning more and expanding your network in your area of expertise. This applies not only to industry leaders. Who are your peers in your industry? These may be valuable connections. People who are sharing the same struggles and triumphs. Friending them can provide some great professional relationships. Not to mention peers may actually friend you back.

5. Keep Tabs on Your Competition

Since we're so good at searching social networks now, we might as well keep an eye out for out competitors. If you can find customers, and you can find what they're saying about you, chances are your competition can find the same thing. If they can't yet, now is your chance to take the advantage! Also, this means you can keep tabs on them.

Select a few close competitors and search for mentions of their brand. Listen to what their customers are saying about them. Can you offer something they're not? What are their customers unsatisfied about? Can you provide a better service? Listen to what your competitors say about themselves. Are they expanding into a new area? Are they offering a special deal this month?

Listening to a few of my respected competitors has helped me do everything from determine what type of services to offer to adjusting prices to finding new clients. I'm not saying sabotage their online presence, just learn from it.

6. Create a Grass-Roots Movement

Recently I read an eBook about "Creating Customer Evangelists". While it isn't specifically concerned with using social media as a marketing tool, it transfers well. Since most social media is, well, "social" (based on communal relationships), it is a perfect place to create a grass-roots movement around your business. I think the biggest take-away from Testify (the eBook) is that satisfied customers make great natural evangelists for your business.

How do you do this? Offer special deals to your Facebook fans, or special perks for those checked in at your establishment on Foursquare. Ask for customer feedback and use it. Offer a discount for referrals through your social network from your friends' networks. A happy customer can't help but spread the word.

7. Professional Networks

Social networking isn't just about fun and 'friends'. Lest we forget about the more 'professional' networks, sites like LinkedIn and Brazen Careerist help professionals connect with other professionals within (or across) your industry. Job searching in the Social Network age isn't just blindly searching for and responding to the random Craigslist or Monster ad (though I still do it!). Professional Networking sites allow our natural networks of friends and coworkers to link us up with new opportunities.

8. Traditional Ads

We all know about banner ads, Google AdWords, and all of that. I know what you're thinking: it's not free, and it's not really 'social media.' You're right. Most of the advice in this article costs you nothing. Most traditional web advertisements aren't very social. However, I do want to highlight what I believe is an exception. Namely, Facebook Ads.

Facebook and privacy have been together a source of contention as we let more and more personal information out for others to see. This very struggle is what makes Facebook Ads different. Because Facebook knows so much about you- name, age, gender, location, occupation, friends, interests, which pages you're a fan of, which games you play- it offers advertisers unmatched granularity when it comes to demographic targeting.

For instance, if I'm starting a microbrewery in the midwest somewhere, I can target who I want to see my ad down to some pretty specific criteria. Using what Facebook knows about you, I can advertise only to residents within a certain radius of my microbrewery who like beer, who are (or aren't yet) fans of my shop, who are friends of current fans, and (if I'm so inclined) are missional church planters. (sorry, maybe a bit of an inside joke there...he he.)

To get that kind of specificity when targeting my ad assures I'm reaching my intended audience. Which means I'm getting better quality click-throughs, which I (Facebook knows) am willing to pay more for.

9. Local Social Media

Social Media is great for spreading your company's fame around the globe quickly and cheaply. But along with its global significance, I believe social media are causing a resurgence in our value of local business. We want to know if there is someone who provides the good or service we need...in our own community. Someone we can meet. Spending our money where it supports our local economy. Reducing our environmental footprint.

Google Places now offers free local business listings on Google Maps. You can list your business address, hours of operation, services, even offer coupons through Google Places. When someone searches Google for something, your business might just pop up in the results. Showing them that you are right there in their backyard.

Other sites and mobile apps such as Foursquare and Brightkite allow these connections to happen on a hyper-local basis. You can see how the surge in the use of the mobile web and GPS has brought a whole new dimension to social media. Is your business taking advantage of these local opportunities. Just like the others, they're free and you can get started by listing your company and paying attention to who is visiting you.

10. Make a Friend

Last but not least, remember that at the source of social media are people. We need contact with real people! So while you're becoming a social ninja remember to talk to people like they're people. There are certainly times for mass emails and shameless self-promotion. But too much of it will turn off your fans to your business. Let them know you're a person from time to time. Rejoice with everyone in appreciation of a beautiful sunny day. When a customer tweets about you negatively or positively, respond to them and talk.

People want quality and value, but I believe they also want it from someone (or a corporation) who is genuine. So don't forget that social media is about people...and go make a friend.

How have you used social media to market your business? Have any success stories you'd like to share? Anything I left out? I'd love to hear from you in the comments.