In today's digital world, having a strong online presence is no longer a luxury, but a necessity for businesses of all sizes. Brick and mortar businesses that fail to establish a digital presence risk falling behind their competitors to a point of no recovery.
The good news is that establishing a digital presence is not as daunting as it may seem. There are just 5 digital must-do's to complete, and I've put together a detailed guide with actionable steps in this article. By following these steps you can help your brick and mortar business establish a strong online presence and stay competitive in today's market.
Get ready to attract new customers, engage with your audience, and grow your business in 3, 2, …
1. Create a Website
Your website is the foundation of your online presence. It's the first place potential customers will go to learn more about your business, so it's crucial to make a good first impression. Here are some action steps to create a strong website:
Choose a domain name and hosting provider: Your domain name is your website's address on the internet. Choose a name that's easy to remember and relevant to your business. Your hosting provider is the company that stores your website's files and makes them accessible on the internet. There are plenty of web hosting services online. Here are some common ones - Google Domains, GoDaddy, Crazy Domains and Namecheap.
Build and design your website: Your website design should be clean, professional, and easy to navigate. Use high-quality images and graphics to showcase your products and services. Make sure your website is mobile-friendly, as more and more customers are using their smartphones to browse the web. You could build it yourself with easy to use website builders such as Wix and Shopify if you’re up to the task, or you could hire a professional to do it for you.
Include key information: Your website should include details about what your business is about, what products and services you offer, your location, and your contact information. Most people hate calling up businesses, so if you can provide them with all the information they need without them picking up the phone, you’re a godsend to them. If they do still need to contact you, provide a contact form for less urgent queries and your phone number if they need to speak with someone from your business.
Include business functions: Make it as easy as possible for your customers to engage your products or services by including options such as ordering and purchasing online, making reservations, booking appointments or anything else relevant to your business. Help your customers get what they want in 3 clicks or less with no human interaction.
2. Submit Your URL to Google
Once you have a website, you need to make sure it's easily findable online. Submitting your URL to Google is a great way to do this. Here are some action steps:
Create a Google Search Console account: Google Search Console is a free tool that helps you monitor and maintain your website's presence in Google search results. Create an account and add your website to it.
Verify your website: To prove that you own your website, you'll need to verify it with Google. There are several ways to do this, including adding a meta tag to your website's HTML code or uploading a file to your website's root directory. Google will provide you with detailed instructions on how to go about doing this. It’s a lot more straightforward than you think.
Submit your sitemap: A sitemap is a file that lists all the pages on your website. Submitting your sitemap to Google helps the search engine understand your website's structure and content. If you use a website builder like Wix or Shopify, there usually is an option to do this within the platform itself. Otherwise, you can submit your sitemap within Google Search Console itself.
3. Set Up a Google Business Profile
Google Business Profile, formerly known as Google My Business, is a free tool that allows you to manage your business's online presence on Google. Given that most people begin their hunt for anything online on Google search, setting up a Google Business Profile is crucial to attracting new customers and improving your visibility online. Here are some action steps:
Create a Google Business Profile account: Fill out all the information about your business, including your hours of operation, location, and contact information. Make sure the information is accurate at all times. It is an awful customer experience if someone shows up at your business to find it closed when your Google Business Profile says that you are open.
Verify your business: To prove that you own your business, you'll need to verify it with Google. This usually involves receiving a postcard at your business's address with a verification code.
Add photos and videos: Adding high-quality photos and videos to your Google Business Profile can help you attract more customers and showcase your products and services.
Encourage customers to leave a review: Social proof is one of the biggest factors that affect consumers’ decisions. If they see that an establishment has many good reviews, they are more likely to shop from it. Remember to respond to reviews as well. It shows that you value your customers' feedback whether it is good or bad.
4. Create Your Social Media Profiles
Social media is a powerful tool that can help you generate awareness for your business, connect with customers and build a loyal following. Here are some action steps to create social media profiles:
Choose the right platforms: There are many social media platforms to choose from, including Facebook, Instagram, Twitter, and LinkedIn. Choose the platforms that are most relevant to your business and where your target audience is most active. Facebook and Instagram are better suited for Business-to-Consumer (B2C) businesses, while Twitter and LinkedIn might serve Business-to-Business (B2B) businesses better.
Create your profiles: Fill out your social media profiles completely and add photos and videos to showcase your products and services. Use relevant and unique keywords and hashtags to help customers find your business on social media.
Consistently post updates: Posting regular updates on social media can help you build a strong online presence. It is also a key channel for communication. You can share updates about new products, changes to services, special events or even just entertaining content to keep your followers engaged.
5. Develop a Social Media Strategy
Having a social media presence is just the first step. To truly make the most of social media, you need to have a strategy in place. Here are some action steps to develop a social media strategy:
Join local community groups: Joining local community groups on social media can help you connect with other businesses and potential customers in your area. Look for groups that are relevant to your industry or location.
Shout out and partner with established businesses around you: Partnering with established businesses in your area can help you reach new customers and build your brand. Look for businesses that complement your own and that share your values.
Post engaging content: Posting engaging content on social media is key to building a loyal following. Use a mix of photos, videos, and text-based posts to keep your followers interested.
Interact with your followers: Social media is a two-way conversation. Interacting with your followers by responding to comments and messages can help you build a relationship with them and keep them engaged.
Use paid advertising: Paid advertising on social media can help you reach a wider audience and target specific demographics. Consider using paid advertising to promote special offers or events.
Read our article on zero-cost social media marketing tactics for more detailed strategies.
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