A client recently asked me if I enjoy being a solo entrepreneur. Back in 1983 when I began, business life was so much simpler. New clients were introduced to my office in one of three ways…an ad in the Queens Yellow Pages, the sign in my office window and word-of-mouth referrals. The telephone was the ONLY way to make contact. Fortunately, answering machines (the huge bulky type) were already in use. That was pretty much the norm until the Internet changed everything.
THE INTERNET CHANGED EVERYTHING!
In the past five years, things have gotten so complicated. Businesses such as mine are at the mercy of search engines such as Google, Yahoo and Bing which are known to change their algorithms (statistical formulas) often. A business that holds a top search position one day, can suddenly disappear from sight the next!
I fear that if I don’t keep up with the Internet and all the different social media platforms, my business could easily disappear from the eyes of the consumer!
Yelp, too, has established itself as an important place for consumers to read peer reviews on businesses. So I had to “claim” my Yelp page (another time-consuming, frustrating process) and set that up as well! Businesses with the most reviews and largest advertising budgets garner the most views. (Here’s the link to my Yelp profile. If anyone is inclined to leave a review, I would be extremely grateful! http://www.yelp.com/biz/electrolysis-by-lori-weintraub-middle-village)
And, of course, every business must have a Facebook page which requires the posting of new and interesting content on a regular basis. Additionally, there’s LinkedIn, Twitter, Instagram and Pinterest as well as more recent platforms such as Periscope and Blab. New social media sites appear on the scene at warp speed. At times, my head is literally spinning just trying to keep up with what’s new, popular and relevant.
Strange as it may sound, the easiest part of running my business is the actual doing of the work. Whether it be an electrolysis or a skin care service, I thrive on the interaction with clients and the satisfaction of a job well done. I’m happy and clients are happy…it’s a win/win situation! If ever there was a reason for me to consider retiring, the forever changing world of the Internet and all things social media would be top on my list…it’s absolutely exhausting!
Lori Weintraub is a licensed skin care therapist, holistic health coach and hair removal expert. She offers online consultations, skin care lessons, products and hand-holding guidance to help women over 40 regain their youthful glow.