How to give your business a digital boost

Word-of-mouth endorsements have always been helping small businesses thrive but the effect is magnified when shoppers recommend local small businesses online

Recommendations posted on social media could be worth in excess of £31.3 billion per year to small businesses on Britain's high streets, according to research from American Express.

An independent study for American Express conducted by Econsultancy* found that while the average spend in a small shop is £6.58, if a shopper then shares positive comments or eye-catching images on social media with their friends and followers, this has the potential to generate £125 additional revenue for that shopkeeper from new customers.

American Express is also incentivising its own Cardmembers to shop small in December 2016 through the Shop Small Promotion, giving eligible Cardmembers a £5 statement credit when they spend £10 or more at participating small merchants. The interactive Shop Small map highlights participating small businesses and helps customers know where they can Shop Small to redeem their offer.**

American Express has a long history of working with small businesses, and as principle supporter of Small Business Saturday in the UK, and founding partner of the initiative in the US, American Express has also been providing digital marketing support for UK small businesses over the crucial Christmas retail period, when a share of the limelight can prove difficult to access.

Create a complimentary online advert with American Express

“For the second year running we’re giving small businesses the opportunity to create a personalised digital advert to increase their online visibility, all at no cost,” said Mike Jackson, head of UK merchant services at American Express.***

In three easy steps, American Express is offering small businesses participating in this year’s Shop Small promotion the opportunity to create a personalised online ad which American Express will take care of promoting online to potential customers in your area. Samantha Emson, of Notting Hill’s Wolf & Badger, has taken advantage of the initiative in previous years: “Through the Shop Small promotion, we're able to reach new groups of customers who wouldn't necessarily have heard of us before, thanks to tools such as the interactive online Shop Small map. Using the Ad Creator is a really straightforward process and has helped to raise our profile, and we’ve seen more and more customers using their American Express card online and in-store.”

Find out how to create your ad.

5 ways to boost your online presence

Social media enables small businesses to listen, engage and share stories with new and existing customers. It’s a great way to drive awareness for your brand, generate sales and create buzz around your products or services. Here’s how:

1. Reach out to your audience

Identify the social channels that your audience uses the most and create bespoke content that will appeal to them. Try engaging your customers in conversations and be responsive to their queries. Customers like to be heard.

2. Short and sweet

Tweets are limited to 140 characters (excluding image and video attachments). However, shorter, punchier content typically achieves a higher level of engagement.

3. Every picture tells a story

Combine information and links with attention-grabbing visuals, such as GIFS, videos, cinemagraphs and animations. Experiment with different formats to extend your reach and engagement.

4. Video is king

Video value is delivered within seconds so it’s important to capture attention quickly with engaging brand visuals. Remember mobile video consumption is fast, frequent and sound-free. Keep videos as short as possible (10-40 seconds) and always include captions.

5. Make your posts timely

Keep your social media prompts timely and relevant by posting at the times your customer base is most likely to be online.

About the initiative

The American Express Shop Small initiative is about highlighting and celebrating the importance and contribution of small businesses within local communities. For more information please visit amexshopsmall.co.uk/shop-small-for-business

For more information about Small Business Saturday visit smallbusinesssaturdayuk.com

*About the research

Social media and digital consultancy Econsultancy conducted the research on behalf of American Express, interviewing 4,071 adults during November 2015.
 

**Shop Small Terms & Conditions

Full details of offer available at amexshopsmall.co.uk/shop-small-for-shoppers

*** Ad Creator Terms & Conditions

Participation in the Ad Creator closes on 30 November 2016. Full details of terms and conditions of participating in the Ad Creator available at: amexshopsmall.co.uk/shop-small-for-business/create-ad/terms.html

Content on this page is paid for and provided by American Express.

Promoter: American Express Services Europe Limited has its registered office at Belgrave House, 76 Buckingham Palace Road, London, SW1W 9AX, United Kingdom. It is registered in England and Wales with Company Number 1833139 and authorised and regulated by the Financial Conduct Authority.