In an Overly Saturated Marketplace
The shift from brick-and-mortar to a digital landscape slowly began to take place prior to COVID. Once isolation hit, it exploded!
No longer able to simply “walk in and inquire”, consumers migrated their focus to the digital marketplace to have their needs met. Suddenly, the options were overwhelming and endless, a consumer’s dream and a service provider’s nightmare. Don’t even get started on the services that are not limited to region or country by licensing (graphic design, copywriting, programming, virtual assistance).
The digital space has become the epicenter for businesses large and small. While increasingly essential in revenue growth, finding a way to stake your corner of the internet relies heavily on time and investment, a method some small businesses (especially those just started out) may not have the luxury to afford.
So what do they do?
As a small business, it is important to realize that a digital presence, no matter how small – has a significant impact on your discoverability. Not only does it provide reassurance that you are not a “fly by night” entrepreneur, it also drives sales, elevates brand recognition, and creates a solid foundation for a reputable online image, allowing potential clients to get to know “you”, your team, and what your objective is as a business.
So what can you, as a small business owner, do to help your online visibility? The primary focus of any business should start with 1) their website and 2) their social media presence. Although these ideas may be tried and true, like most traditional ways of thinking, they have been updated to adapt more to the times we are in now versus five years ago.
Establish a Professional Business Website
Once upon a time (and this can be as little as two years ago), a small business had to have a robust website to capture online traffic. Thanks to the many changes of Google’s Algorithm, this has become less of a focus – primarily because it would be easier to guess lottery numbers than what Google requires to increase your reach and impressions. Still a necessity, websites are created now as a place to send prospective clients versus the net to capture them.
Why?
Take a moment to Google your business. Unless you are paying for Google Ads or have one dynamite of an SEO Specialist, your site will not be within the first 10 results of your niche search (the idea of the “first page results” is dead and buried as Google’s Search refreshes as you scroll down the page – providing more results the first time around before you get to a “page two”.
Add in the advances of using programs like SemRush, Moz, and Google Analytics, and even your keyword efforts are no longer sacred. If you didn’t know your competition can see what is working for you, you do now.
Even though a website is indispensable for your small business, it has become more of a tool in the customer journey versus the primary resource. It allows a business to elaborate on something shared via social media, a place to provide more details in addition to a business card, or a reference point when referred by someone else.
Does this mean you shouldn’t have a website?
Absolutely not BUT it does mean you shouldn’t be spending thousands of dollars to have one built. Sites such as Themeforest provide gorgeous website templates for several Content Management Systems and eCommerce sites such as WordPress, Weebly, Shopify, etc. The meat of your website is what matters most. While a nice theme will make it aesthetically pleasing, the content within is what matters most as it will be the primary source in your email marketing references, social media content creation, and yes – organic traffic. Done right, a website will act as a supportive beacon of your content marketing efforts, drawing potential customers to discover what you offer. As the resource hub for all things “you”, it will be the consistent reference point for what your business offers, how to find you, where you are located, how to get in touch, and most importantly – how to obtain your services and what those services entail.
Leverage the Power of Social Media
Social media is a necessity for any business to thrive. You are more likely to have a potential lead follow you on Instagram, Facebook, etc than sign up for your newsletter or opt-in into your freebie. They may get to that point eventually, but connecting on social media allows them to check you out without sharing any pertinent information. For business owners, social media is a direct line to your target audience. Platforms like Twitter, Instagram, Facebook, and LinkedIn have amped up their tools to enhance your social presence, market your offers, and engage with those who are interested in what you have to say (or tempt those who may have not yet heard of you).
Social Media provides another avenue of trust. It has become so impactful that many companies have hired Chief Social Media Officers or have created Crisis Management plans for negative social media posts (as those have a tendency to spread like wildfire). For this reason, it helps a company establish a sort of trust and authenticity, allowing leads and clients to be more inclined to engage with your brand (in a positive or negative manner).
Standing out in an increasingly over-saturated market isn’t going to happen overnight. It will be a commitment of time, energy, and effort that could span months, and sometimes years (depending on your niche). Coming up with a strategy, monitoring your KPIs (key performance indicators), and finding the time each day to make your presence known (even if it is five minutes of engaging on a different platform each day, refreshing an old blog post to make it relevant to Google again, or attending a local or virtual networking event once a month) will help you inch further of the metaphorical ladder. Each of these may seem like baby steps; however, they are all still steps to move you forward, providing a strategic move that will undoubtedly yield positive results for your business’s future.
