It seems a topic published ten years ago. Given this is a post published on the eve of 2011, you would be excused to think that I am about to rave about small business and the opportunities available with social media and online sales. Well, I read some stats yesterday that has prompted me to get back to the basics and implore small business to finally get real about websites.
The report published by Zoomerang and GrowBiz Media indicated in 2010 that 43% of those 750-odd small businesses surveyed did not have any spending on their website in 2010. It also noted that only 17% will be increasing their website spending in 2011. Whilst many must be complemented on their online activities, with indications that many are participating in Social Media, the stats indicate many who are not engaging at all. Only 45% of businesses use their website for customer service.
We are in a time where just about all of us (I’ve read 93% somewhere) use the internet to research for products and services. Does anybody look for a plumber’s phone number in Yellow Pages anymore? Not too many, we jump straight on the internet and Google it. Some of us even, will look to online reviews and referrals to make sure we’re contacting the right business. And yes, we’re researching online to get the best price. So why then, does a report such as this identify so many small businesses not utilising the opportunity?
It doesn’t have to be difficult, it doesn’t have to cost much at all, but it does have to be professional. A website presents an opportunity to get your business in front of a potential customer before your competitor. This is important and you may only get one shot, so make sure your website makes a good impression. If you don’t have a website, then you’ll still be leaving an impression, just not a positive one.
Once you have the website, then create listings with third-party websites, in Australia that includes Yellow Pages online, True Local, Hot Frog and many more. Probably the most important to create a business listing with is Google Places. Make sure you detail every piece of information you can, including your website address, trading hours, photos and encourage customers to leave reviews. These listings are fantastic to ensure you perform better within the search engines.
The next step, try setting up an email newsletter. There are no shortage of email clients, that simplify the process and are cost-effective. Email newsletters are a great way to keep in contact with your customers and encourage repeat business. So if you’re looking for that basic step up from your website, then start collecting email addresses from your customers, providing an incentive as encouragement, and start sending a newsletter out once a month with exclusive deals, competitions, product news and more.
I fear however, that if you’ve read my blog post then you will be in the majority and have a website for your business. If not, I hope this has encouraged you to get going.