There was a time when businesses could put up a sign, buy an advertisement, develop a loyal customer base and expect those customers to keep coming back.
That world is disappearing.
Today, people are discovering how they want to live their lives through the screens in their hands.
They are scrolling through Instagram, Facebook, TikTok, and YouTube discovering restaurants, vacations, gyms, doctors, real estate, entertainment, nightlife, fashion, community organizations and countless other products and services.
Social media has become one of the world’s greatest engines of inspiration.
We watch other people enjoying their lives and inevitably think: I want to try that. I want to go there. I want to experience that.
That creates an extraordinary opportunity for businesses—especially local businesses.
But you have to show up.
And you have to keep showing up.
Advertising has always been about top-of-mind awareness. When people think about joining a gym, LA Fitness wants them thinking about LA Fitness. When they want a hamburger, McDonald’s wants to immediately come to mind. When they need a hotel, Hilton wants to be part of that decision.
Why should your local business think any differently?
Whatever you sell, when someone thinks about that product or service, you want them thinking about you.
The problem is that consumers are overwhelmed with choices. Posting occasionally isn’t enough anymore.
Businesses need to consistently showcase what they offer. Show your customers having fun. Introduce your employees. Demonstrate your products. Explain your services. Share success stories. Give people useful information.
Most importantly, inspire them.
Don’t simply tell consumers what you’re selling. Show them how what you’re selling can contribute to their best life.
There is another reality every business owner needs to understand: today’s customers will not necessarily be tomorrow’s customers.
Over the next three to five years, a substantial portion of your existing audience will naturally change. People relocate. Their interests and lifestyles change. They age into and out of products and services. New consumers enter the marketplace. And, unfortunately, some people pass away.
You cannot build tomorrow’s business entirely around yesterday’s customers.
You must continuously create your next customer.
That’s why I believe social media is no longer optional for businesses.
For consumers, it represents an incredible opportunity to discover everything our community and our world have to offer. For businesses, it represents an opportunity to become part of that discovery.
At HotSpots Magazine and Perks Plus VIP, connecting businesses and consumers has always been at the center of what we do. Later this September, we will introduce a new social media marketing division designed to give local businesses dynamic, consistent and affordable exposure across social media.
Our mission is simple: inspire consumers to discover businesses and help businesses turn that inspiration into relationships.
Business has always operated under one unforgiving principle:
You are either growing or you’re dying.
So keep growing.
Keep communicating.
Keep inspiring.
And make social media your friend.
Bobby Blair is a former professional tennis player in the 1980s. Blair is a LGBTQ media pioneer, Executive Director of the Community Media Advocacy Network, and Publisher of Hotspots Magazine and Perks Plus VIP community mobile APP. He lives in Fort Lauderdale with his partner, Brian Neal. A Fort Lauderdale, Florida native.
