Every generation has its own approach to life and work. The interactions between generations have profound effects on families and their businesses, but what most companies don’t realize is that they will have felt the pressure by Millennials to evolve. Especially because about one in every three employees in the U.S. will be a millennial by next year, and by 2025 they will become 75 percent of the global workforce.
Being trained and raised in a family business is sometimes a hard endeavor to take on. When you take on the reigns it can be rather difficult to pave your own way. Many times your family members still have their foot in the door assisting with business and making sure workflow stays consistent. Also sometimes giving the new manager/owner a difficult time advancing by imposing strict limitations on their own growth. This is why it is important to allow the new owners, the Millennial’s, some independence to properly promote and market the business. Look at it this way, if you’ve trained them and shown them everything there is to know, then you can trust them to continue growing your business and should allow them to do so by adapting to the ever changing digital world they know so well. This is truly important to keep in mind while staying ahead of your competition and relevant in your specific field.
Mobilesoft™ spoke with Daniel Rodriguez with Edmond Tool Repair based in Edmond Oklahoma. Edmond Tool Repair is a company that has been around for years and has shown time and time again why they are rated number one in tool repairs in Oklahoma City. However they are finding out the difficulty and struggles on how to engage, interact and retain the business his Grandfather handed to him.
“The biggest thing is, that I’ve watched him the whole time, so that is the only thing I’ve seen work in a span of 10 years. I try to continue it and truly never think about going different ways or doing different things”.
I asked him, why? Why is that? Have these things never presented themselves to you?
The short answer was “no.” So Daniel feels that since it hasn’t presented itself then he never pursued it.
The issue a lot of family businesses have is that these tools are not easy to access or they have some difficulty trying to locate or even start the research on “HOW TO” How do we move away from the cold calling, door to door and word of mouth marketing techniques they grew up understanding?
Almost all-new business find that social media helps them stand out in an increasingly noisy marketplace. In fact, 88% of all businesses found social media helps get them increased exposure. Additionally, 72% of those surveyed saw increased traffic and subscriptions as a result of social media. Everything is nearly visual right now and that’s how we go after the Millennials and the GenXers. Most customers live socially and build visual content. The family businesses that integrate SEO and a mix of platforms are the ones that will stand out and set themselves up for long-term success!
Every day across the country, the next generation of family proprietors is taking the best parts of traditional marketing and the new digital tools to redefine family businesses. They’re hoping that a focus on digital marketing and smart use of social media can reshape the trades they inherited – while building success for years to come.