By Justin Stoner ~
The first item on the agenda every Monday morning for the Simply Clear Marketing team (parent company to Tolosa Press) is for each person around the large conference table to say at least one thing for which they are thankful.
Sometimes we laugh out loud over funny anecdotes of gratitude from weekend activities. Sometimes we nod in agreement over somber realities that hit close to home. There’s no stopwatch timing responses; no one tapping a pencil on the tabletop waiting to move on.
That small window each Monday into each person’s life is enough to build a sense of camaraderie among coworkers and an investment in each other’s success over time.
It’s a lot like marketing.
Marketing, at its root level, is relationship management. It’s either an introduction to a new relationship with a customer; or it’s an investment in an ongoing relationship. As a business, we strive to create a strong connection with our audience. We can use authentic marketing to make the relationship less transactional and more personal.
Social media makes it easier than ever to get personal with your customers. There’s no better way of sharing stories and photos. Your business is not the building; it’s the people inside who make it work. They make it interesting.
Celebrating a birthday in the office? Great picture for Instagram. Is a co-worker a pee-wee league coach who just won a big tournament? Great story and picture for Facebook. Is the child of a coworker heading up a community fundraising effort? Great video for Youtube.
There are several examples of local businesses who use social media well. Here are just a few:
AM Sun Solar recently posted an Instagram picture of their new 
warehouse manager, posing in the forklift with his 3-month-old English bulldog, Liam. It doesn’t get much more personal than that. They also have posts of their company outing to Santa Margarita Adventures and their crew’s monthly equipment safety check.
Interior designer Mari Robeson creates her design examples in 
vibrant watercolor paintings, then posts them online. That’s next-level unique work that few other people take the time to do. For her many followers, it’s just more evidence of her passion for her work and her commitment to the craft.
North County Farmers’ Market does a great job documenting life at each of their four farmer markets in Templeton, Atascadero, Paso Robles and Baywood/Los Osos. Manager Robyn Gable takes pictures of the farmers and their produce, as well as cellphone video of some of the performers who show up to entertain the crowds. For the farmer’s market, the message is that if you show up you’ll get good food and you’ll also have fun and see your neighbors.
Your business story is not your sales pitch. Your business story is a behind-the-scenes look at your daily activity and the small successes that make it worthwhile. Telling that story is the best marketing you can do. Storytelling doesn’t come easy to everyone, but start small and be consistent. You’ll be surprised at what you can accomplish in six months. And that will be a new reason to be thankful.
Justin Stoner is the Director of Marketing and Digital Production for Simply Clear Marketing, Inc.
