Celebrating small businesses by sharing their good ideas with the world

The UN General Assembly has declared June 27 as a Micro-, Small and Medium-Sized Enterprises Day to raise public awareness of small medium businesses (SMBs) and their contribution to the global economy.

Every small business starts with an idea, and we believe good ideas deserve to be found. In Asia Pacific, SMBs comprise more than 98% of enterprises and contribute up to 50% of the region’s GDP. They are at the heart of their communities, connecting people with the same interests and passions and creating jobs for the vulnerable and underserved groups.

Our annual insights study into holiday shopping habits of APAC consumers shows that more people want to support their local communities with their purchases. For example, 75% of APAC holiday shoppers took at least one action to support a local or independent small business during the last holiday season. More than half of those surveyed said they want to make a special effort to purchase from small businesses during this year’s holiday season.

Yet small businesses are struggling to be found - they are also the hardest hit by the pandemic, as they try to find new ways to do business or reach their customers online. In Singapore, we saw many brick and mortar businesses literally reinvent their business models overnight to survive. Now, a year later, we are seeing the gaps between the digitized businesses and analog businesses - in terms of their capacity to weather the storm. During our most recent lockdown, we all read the stories about Singaporeans lining up to support food stall owners who have yet to embrace digital tools. There is the story of the lady who was distressed that traffic to her Nasi Padang stall dried up - a live streamer captured her emotional moment and people responded by mass ordering her food. Similarly, another Facebook user shared the plight of elderly food stall owners who were unable to take operations online - resulting in overwhelming support from people. It is a testament to the power of the people who have done their part to raise awareness and garner support for the hawkers. It is a wonderful example of the local community helping to sustain and maintain our hawker culture.

It also shows how setting small businesses up for better discovery can have profound results. A number of research studies support the fact that businesses who reinvent and connect with customers in a variety of virtual ways, are better positioned for recovery.

As companies embark on the journey to recovery from the pandemic, we’ve developed three tips from our time spent working with businesses around the world. We call them “the brilliant basics” and they are meant to help businesses as they reopen, re-engage and look to emerge stronger than ever in 2021 and beyond.

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You are your brand: When it comes to marketing, one of the most important things for businesses to remember is that you are your brand. Businesses need to be authentic and truly showcase what makes the brand unique. What are your values? What sets you apart? These are things to highlight in all of your communications and marketing. Share the unique story behind your business with your customers. Showing your humanity and connecting with consumers is vital. Take the example of local business Bakery Brera. Founder Thrina Low has helped rally the community to support delivery of baked goods for frontline workers. Her company also regularly shares content that isn’t limited to their products but gives people a look at the business behind-the-scenes alongside stories of the joy and passion for community serving.

Take creative control: One thing we constantly hear from small business owners is that while they understand the importance of content and creative, they don’t have the time to invest in making it. But even simple things like showing people some of the behind-the-scenes activities and showcasing your employees can be effective.

Connect across formats: Today, technology gives you free tools to connect with customers in a variety of ways. You don’t need a fancy backdrop or expensive equipment, just your phone or a desktop computer. Think about using instant messaging or even going LIVE to share a tutorial on using your product or service.  Earlier this year, we launched our biggest training initiative in Singapore called Upskill with Facebook Singapore. Free for SMBs, the course covers content creation and engaging customers on social media.

1. You are your brand: When it comes to marketing, one of the most important things for businesses to remember is that you are your brand. Businesses need to be authentic and truly showcase what makes the brand unique. What are your values? What sets you apart? These are things to highlight in all of your communications and marketing. Share the unique story behind your business with your customers. Showing your humanity and connecting with consumers is vital. Take the example of local business Bakery Brera. Founder Thrina Low has helped rally the community to support delivery of baked goods for frontline workers. Her company also regularly shares content that isn’t limited to their products but gives people a look at the business behind-the-scenes alongside stories of the joy and passion for community serving.

2. Take creative control: One thing we constantly hear from small business owners is that while they understand the importance of content and creative, they don’t have the time to invest in making it. But even simple things like showing people some of the behind-the-scenes activities and showcasing your employees can be effective.

3. Connect across formats: Today, technology gives you free tools to connect with customers in a variety of ways. You don’t need a fancy backdrop or expensive equipment, just your phone or a desktop computer. Think about using instant messaging or even going LIVE to share a tutorial on using your product or service.  Earlier this year, we launched our biggest training initiative in Singapore called Upskill with Facebook Singapore. Free for SMBs, the course covers content creation and engaging customers on social media.

While small businesses everywhere look to bounce back from the impact of the pandemic, we know there will be challenges and learning curves to overcome. By remembering these three brilliant basics when it comes to marketing, businesses will set themselves up for success — helping them to supercharge their recovery in the weeks and months ahead.

The contributor is Vice President, APAC Small Medium Business, Facebook