I’ve recently had quite a few conversations with fellow small business owners trying to navigate how to show up authentically online. They want to communicate their business values but want to do it in a way that feels genuine and not just like they’re trying to check a box.
A lot of that starts with how you run your business in general. Are you leading with your values based on the vendors you use, the products you sell, why & how you choose those products, how you treat employees, and how you operate in the context in which you live? Are those things evident when a new person walks into your business?
Much like in real life, the way you authentically show your values as a business online is done with your actions over time, not a one time statement. This means you have to let your audience in a little bit and go a little bit deeper. As a business owner, that can look like sharing the brand stories of the products you sell and why you chose them, it can mean going face-to-camera more often to talk about your business decisions and the why behind them, etc.
Things like that help you to build deeper connections to your audience that will help them to choose you for their next purchase. People want to feel connected to the businesses they spend money with, especially small businesses.
Small businesses know that they’re held to a far higher standard of customer service than big corporations, this is where using that can be in your favor. Explaining the why and how of your business decisions goes a long way. Things like being transparent about how your staff are treated, what ways your business participates in the local community, why you operate the way that you do can shine a huge light on your values to your audience.
The inevitable follow up question I get when I talk about this is “what if I get hate for sharing my values?” My gut reaction to that is “so what? If these are your values and deeply held beliefs, should someone disagreeing with you alter that?” But as a business owner there are other considerations. For my clients with brick and mortar locations and staff, we have to consider if what we share will bring harm to their employees. Now this does not mean that you stay quiet for fear of one mean comment or negative customer interaction. It means that we evaluate what to share and how, and we have a plan in place for how staff handle it if it gets brought up by someone. It means that we’re thoughtful and intentional in how we share and communicate nuance. And in today’s political climate, it also means there is a plan in place to set boundaries with anyone online or in person who wants to argue. All of those things can be done while still staying true to your values.
My favorite way to get started with this with new clients is to ask “What do you wish people knew about your business?” Often this conversation highlights a lot of values, context, and nuance that’s important. Once we have a list of the values that are important I often ask “how are you communicating these things to your audience?” That’s where the good stuff is. There’s often a lot of ways businesses think they’re communicating but it might not be as obvious to their audience.
Your salon chooses a certain line of products to sell because they’re not only great products but ethically made and eco friendly? Let’s talk about that on social media!
Your business focuses on offering free community gathering space each week where people can connect? Post it.
90% of your vendors are fellow women-owned small businesses? Let’s go.
You see where this is going. There’s a lot we can post about that will help communicate your values, foster connection with your audience, and sell what you do. And hitting all 3 is where the sweet spot is.
