This month is National Small Business Month, and there’s no better time to elevate and celebrate the local businesses that we’re proud to call our state home.
The month of May celebrates the tenacity, creativity, and hard work of entrepreneurs who run small businesses but dream big. The past few years have been tough for small business owners as we deal with the COVID pandemic, labor shortages, and now rising inflation. Many of us are struggling to even survive, let alone thrive, in the current economy. To save on costs, many small business owners have turned to digital marketing as there are a ton of free tools available on social media platforms. This month, we want to shed light on the behind-the-scenes tools that small business owners use to grow their business and reach new customers.
In the digital age, with hundreds of digital tools available, reaching the right audience is no longer a guesswork. Unfortunately, as data privacy concerns continue to swirl in Washington, lawmakers are considering bills that could severely impact the businesses of many small and medium-sized businesses.
Tools like targeted advertising on social media are the great equalizer, allowing local businesses like ours to compete with better-known national brands. We are here to remind lawmakers that small business owners are front-line innovators and early adopters of digital technologies, and we need to protect their access to these tools to succeed.
According to a study by Data Catalyst Institute, digital advertising is offering more opportunities than ever before for small businesses. Small business advertisers report 39% growth over the past two years thanks to digital advertising. 82% feel digital advertising is more effective than traditional media, and 80% say it helps them compete with larger businesses. So while the big companies are working on billboards and TV spots, we small business owners are employing algorithms, analyzing click-through rates, and working to turn viewers into buyers.
We are small, minority women-owned owners of a beauty boutique company and a sports athletic apparel brand in New Jersey. Although our passions are different, we have one thing in common: using social media to launch and grow our businesses. By leveraging digital platforms and using Instagram and Facebook’s targeted ad tools, we have found success and scaled our businesses. Targeted ads have made a world of difference for Hue Harmony Brand, a sports athletic apparel and life coaching brand. Our targeted Facebook ad campaign generated nearly 100,000 clicks, increasing our followers and potential business leads, while also helping our brand’s Powerful Energy Has Arrived Foundation feed children. Targeted ads allow small business owners like us to find customers online, scrolling through Instagram, with precision and affordability.
For LaMonique Cosmetics, our vitamin-mineral-aromatherapy cosmetics line is now featured in the Facebook feeds of eco-conscious customers. We’re leveraging third-party data to create more effective ad campaigns that reach customers looking for socially responsible beauty solutions. This data provides valuable insights into customer preferences and market trends, helping us understand our customer demographics.
While our objectives are different, it’s clear that targeted advertising and social media have transformed the scope of our businesses, connecting with customers and driving growth. Unfortunately, we worry that upcoming regulations will disrupt our digital lifelines.
What if the tools we rely on are no longer available? What if privacy concerns cast a shadow over our ability to connect with our audience? We’ve had to adapt to many challenges over the past few years, but limiting our use of digital marketing tools is not an obstacle we as small business owners can overcome.
Let’s remain agile so we can pivot, fine-tune, and thrive. We encourage policymakers to consult with the entrepreneurs in their neighborhoods. Listen to the coffee shop owner who’s doing an Instagram giveaway, the vintage store owner who’s livestreaming a sale, and the food truck chef who’s tagging their location. Regulate wisely, encourage innovation, and protect our digital villages. When small businesses thrive, our communities thrive.
Vanessa Daniels is the owner of Hue Harmony Brand, a sports/athletic apparel company that offers life coaching and sports instruction for athletes. Monique Glover is the owner of LaMonique Cosmetics, a trend-leading online cosmetics store offering mineral-based cosmetics.
