As a small business owner, having a strong online presence is crucial for attracting new customers and growing your business. However, with so many different platforms and strategies to choose from, it can be overwhelming to know where to start. In this post, we'll explore five ways to improve your small business's online presence and help you reach your target audience.
Develop a Professional Website
Your website is often the first impression that potential customers have of your business, so it's essential to make a good one. According to a study by Adobe in 2019, 38% of people will stop engaging with a website if the layout is unattractive or difficult to navigate. Invest in a professional website that is easy to navigate, visually appealing, and optimized for search engines.
A well-designed website can help establish your business's credibility and trust with potential customers. For example, a study by Stanford University found that 75% of users make judgments about a company's credibility based on their website's design. (Source: Stanford University's Web Credibility Project ) A professional website can also help you stand out from your competitors and increase your online visibility.
To create a professional website, consider the following tips:
- Use a clean and simple design that is easy to navigate
- Ensure that your website is optimized for mobile devices, as 60% of online searches are now done on mobile devices (Source: Advanced Web Ranking)
- Use high-quality images and videos to showcase your products or services
- Make sure your website is secure and has an SSL certificate, as this can help increase trust with potential customers
- Use search engine optimization (SEO) techniques to improve your website's visibility in search engine results
For example, let's say you're a small business owner who sells handmade jewelry online. Your website should have a clean and simple design that showcases your products in a visually appealing way. You should also ensure that your website is optimized for mobile devices, as many of your customers will be accessing your website on their smartphones.
Use Social Media
Social media is a powerful tool for small businesses, allowing you to connect with customers, share updates, and promote your products or services. According to a study by Pew Research, 70% of adults use social media, and 47% of adults use social media to research products or services before making a purchase. Choose the platforms that are most relevant to your business and create a consistent brand voice.
For example, if you're a small business owner who sells clothing online, you may want to focus on Instagram and Facebook, as these platforms are visually-oriented and have a large user base. On the other hand, if you're a small business owner who sells software or technology products, you may want to focus on LinkedIn and Twitter, as these platforms are more geared towards professionals and have a large user base of tech-savvy individuals.
To use social media effectively, consider the following tips:
- Create a consistent brand voice across all of your social media platforms
- Use high-quality images and videos to showcase your products or services
- Engage with your customers and respond to their comments and messages in a timely and professional manner
- Use social media advertising to increase your reach and drive traffic to your website
- Monitor your social media analytics to see what's working and what's not, and adjust your strategy accordingly
For example, let's say you're a small business owner who sells handmade crafts online. You could use Instagram to showcase your products and engage with your customers, and use Facebook to share updates and promotions. You could also use Twitter to share tips and advice related to your products, and use LinkedIn to connect with other professionals in your industry.
Optimize for Local Search
If your business has a physical location, it's essential to optimize for local search. According to a study by Google, 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase. This includes claiming your Google My Business listing, using location-specific keywords, and building high-quality local citations.
To optimize for local search, consider the following tips:
- Claim your Google My Business listing and ensure that your business's information is accurate and up-to-date
- Use location-specific keywords on your website and in your online content, such as "New York City" or "Los Angeles". If you are in Graham, Washington, you could also market to Seattle, Tacoma and Olympia.
- Build high-quality local citations by listing your business in local directories and citations, such as Yelp or TripAdvisor
- Use online review sites to encourage customers to leave reviews and ratings, as this can help increase your business's visibility in local search results
- Use local SEO techniques, such as creating content that is relevant to your local area, to improve your website's visibility in local search results
For example, let's say you're a small business owner who owns a restaurant in New York City. You could claim your Google My Business listing and ensure that your business's information is accurate and up-to-date, and use location-specific keywords on your website and in your online content. You could also build high-quality local citations by listing your business in local directories and citations, such as Yelp or TripAdvisor.
Create Valuable Content
Content is king when it comes to online marketing, and small businesses can benefit from creating valuable and relevant content that attracts and engages their target audience. According to a study by HubSpot, businesses that blog regularly see a 55% increase in website traffic and a 97% increase in inbound links. This can include blog posts, videos, podcasts, and more.
To create valuable content, consider the following tips:
- Identify your target audience and create content that is relevant and valuable to them
- Use a variety of content formats, such as blog posts, videos, and podcasts, to reach your target audience in different ways
- Ensure that your content is high-quality and engaging, and provides value to your target audience
- Use S.E.O. (Search Engine Optimization) techniques to optimize your content for search engines and increase your website's visibility
- Repurpose your content across different channels, such as social media and email marketing, to maximize its reach and impact
For example, let's say you're a small business owner who sells fitness equipment online. You could create a blog post that provides tips and advice on how to use your products, and use videos to demonstrate how to use your products. You could also create a podcast that discusses topics related to fitness and wellness, and use social media to share your content and engage with your target audience.
Monitor and Respond to Reviews
Online reviews are a crucial part of your business's online presence, and it's essential to monitor and respond to them in a timely and professional manner. According to a study by BrightLocal, 85% of consumers trust online reviews as much as personal recommendations, and 73% of consumers are more likely to use a business that has positive reviews. This shows that you value your customers' feedback and care about their experience with your business.
To monitor and respond to reviews, consider the following tips:
- Set up notifications to alert you when someone leaves a review, so you can respond in a timely manner
- Respond to all reviews, both positive and negative, in a professional and courteous manner. A negative review is not a deal breaker for most consumers. They want to understand the why of the review, so if you can help point that out in a polite and professional manner, that goes a long way to adding to your business reputation. Consumers are leery when they see hundreds of potential fake positive review that don't match reality.
- Use online review sites to encourage customers to leave reviews and ratings, as this can help increase your business's visibility in search engine results
- Use review management software to streamline your review management process and ensure that you're responding to all reviews in a timely and professional manner
- Use reviews to identify areas for improvement and make changes to your business to increase customer satisfaction
For example, let's say you're a small business owner who owns a hotel. You could set up notifications to alert you when someone leaves a review, and respond to all reviews in a professional and courteous manner. You could also use online review sites to encourage customers to leave reviews and ratings, and use review management software to streamline your review management process.
By following these five tips, you can improve your small business's online presence and attract more customers to your website. There is not always a one and done approach. It takes time and effort to keep your businesses online reputation active and engaged. At Brucepro, we love the challenge and are here to help you manage the details.