Muscat – Small and medium enterprises (SMEs) in Oman are increasingly using social media to notch up sales. They employ creative and strategic tactics that allow them to build long-term relationships with customers and grow their consumer base via Instagram, Facebook and WhatsApp.

According to several entrepreneurs who Muscat Daily spoke with, these platforms have given businesses an opportunity for one-on-one engagement.

“Timing, relevance and creativity are the key to connecting with customers and building a community in today’s digital era,” said Mudrik Mohammed Mushrif al Hasani, a local tour guide and owner of Skipper Tours (@skipper_tours).

“Through social media, we can easily bridge the gap between where we are today and where we want to be by staying in constant touch with the target audience and getting a fair idea about their likes. It helps us drive people to our business, increase our reach and popularity,” he added.

Manisha Joshi, another business owner of an events management company, saw Oman’s untapped potential while exploring the sultanate during COVID-19. With this in mind, she started Creator’s Circle LLC (@creatorscluboman) last year and began organising outdoor events, including camping and hiking. Social media helped the business grow in a short span of time.

“Thanks to Facebook, Instagram and WhatsApp groups, we were able to manage staff, earn customer loyalty and get feedback for our events that gained popularity through common friends, friends of friends and hashtags. Now we get bookings for events through references and social media handles,” Manisha said.

A closer look at the cosmetic industry in the sultanate helped Maida Montoto realise that
organic products have a niche market. She started an organic beauty and personal care
business – Verde & Green (@verde_and_green) – on her own with no contacts and used social media as her only marketing tool. It worked ‘wonders’ for her business.

“Being new in Oman, I didn’t have any contacts or friends. Social media, like Instagram, helped me a lot. I managed to meet like minded environmentally conscious consumers, other vendors and natural products makers, which helped me lead customers to my products and establish my identity in the market,” she said.

Small businesses are all about personalisation, a factor which social media helps enhance via its reach. Social media has become a playground that brings together all demographics, offering access to a wide range of potential customers who are increasingly getting tapped by SMEs’ effective usage of it.

(Contributed by Gaurika Joshi)