Your customers, community, tribe… that’s what matters. There is no magic wand solution to the Internet that will help you, if you have not connected with real people. As a small business, you can’t compare yourself with the giants of Internet shopping and their tactics. Your audience, your aims and your expectations must be different from huge companies and corporations… surely?
Start by using the Internet and not just watching the Internet. That’s a good place to start!
Seriously though, connect with people. Stop expecting to go viral. You can’t be like Amazon. Follow influencers and leaders but more importantly, follow your customers, talk to them and listen to them. Look for brand advocates. Stop looking for magic tricks, spend the time it takes and do it well.