Moses is a Positive Person. He wears a permanent wide grin. “You must be positive”, he says. “If you think you are going to fail, why would you bother starting?” It is this outlook that Moses and his business partner have applied to their start-up, with support from the Plymouth Diversity Business Incubator. For all their positivity though, they are not blind to the realities of trying to get a business off the ground. They know they need connections and they appreciate the value of digital in promoting and growing a business.

Until now Moses has been using shoe-leather, business cards and flyers and his own infectious personality to generate clients but he knows he can’t do this and do the actual work of the business as well. So something has to give and a new strategy has to be found. Enter digital, in this case in the shape of social media.

In modern business situations an effective social media strategy is not only a good idea, it is a vital element for success. Increasing brand awareness through social media might seem obvious enough, after all 60 percent of Instagram users say they discover new products on the platform. But Moses was interested to learn that 9 out of 10 people no longer respond to cold outreach and 44% of direct mail is never opened. On the other hand people expect brands to be available on social media and seek out their social accounts for customer service. Research shows that customers who receive a response to their Tweet would be willing to spend more with the brand on a later purchase, even if their initial enquiry was borne out of a negative experience. Social media is an inexpensive way to drive business to your website, but perhaps more importantly it allows you to build a relationship with your customers (and potential customers). Word of mouth (real or virtual) is an important part of any start up.

Moses is positive his business will be a success and with the support he is receiving and his drive and energy, he just might be right!