By Carolina Villarreal, Founder & CEO, Voz Growth
Social media gave small business owners a stage, and many of us ran with it. But somewhere along the way, we started relying on social media a little too much.
We let algorithms decide who sees us. We confuse likes with loyalty. And when views drop, we panic, instead of remembering that our real business power lives off the feed.
If your goal is to build a brand that lasts, your mission starts with creating direct communication channels. That means finding ways to talk to your customers that don’t depend on a third-party platform and that keep them coming back because they want to, not because an algorithm allows it.
Build Your Direct Line
Think of your brand as a home. Social media is the porch; it’s where people discover you. Your email list, text club, and loyalty programs? That’s your living room. That’s where real relationships are built.
Start simple. Collect emails from your regulars. Send updates, tips, or early access to your next offer. Reward them for being part of your story. A simple loyalty or referral program can turn one-time buyers into your biggest promoters.
Embrace Local and Cross-Pollinate
Are you a photographer? Partner with a local music academy and capture their first recital. Own a restaurant? Collaborate with a real estate agent to create a “Welcome Home” dinner series for new homeowners. Run a cleaning business? Team up with a property manager to offer move-in specials.
When you cross-pollinate, you’re not just promoting; you’re building community. You’re showing up for others, and that energy multiplies.
Understand Habits and Motivations
Referrals remain the No. 1 source of leads for small businesses. That’s not a coincidence; people trust people. The better you understand what motivates your audience, the easier it becomes to earn that trust.
If you’re in real estate, connect with accountants who work with new buyers. If you own a beauty salon, collaborate with a photographer for professional headshots. Your next customer is only one introduction away.
Boost Your Discoverability
Visibility today starts with search. Make sure your business is where people are looking: Google, ChatGPT, local directories, social media, and your own website.
Add clear contact information, fresh photos, and updated hours to all your touchpoints. Think of it as digital housekeeping with details that make you easy to find and hard to forget.
The future belongs to the women who start building relationships.
Your brand isn’t your feed; it’s your voice, your story, and your promise to keep showing up. So, if you’ve been relying on social media too much, consider this your sign: it’s time to own your audience and build direct communication channels that last.
About the Author
Carolina Villarreal is a business strategist and founder of Voz Growth, where she helps small business owners scale through branding, sales, and smart growth strategies. With more than 25 years of experience at companies like General Mills and Chiquita, she brings big-brand expertise to the small business world. Carolina is passionate about equipping entrepreneurs, especially women and immigrants, with the tools and confidence to thrive. Learn more at https://vozgrowth.com.
Company Blurb
Voz Growth is a strategy and marketing firm dedicated to helping small and midsize businesses scale with clarity and confidence. We specialize in brand building, sales development, and go-to-market strategies tailored to real-world challenges. Founded by Carolina Villarreal, Voz Growth blends big-brand expertise with hands-on support to empower entrepreneurs for lasting growth.
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