Small business owners take pride in their work and in being champions for their clients and customers. Having a professional digital presence should be at the top of their list of “to-do’s.”
The following are my top three DIGITAL DO’s to market your business online.
“Content” is a broad term that references anything on your website. It can mean copy and text including headlines, it can include images and videos, and of course any blog or post that you’ve written. The key to content marketing is to keep it fresh and relevant. That will mean something different to each business and website, but the same general best practices apply – choose a topic that your customers and prospects will find useful. For example, if you are an estate planning attorney, consider writing a 500-word article on “The Importance of Estate Planning,” and include key points that people should know. By providing helpful and relevant information to your customers, you will be seen as a thought-leader in your respective industry. And if you regularly email a newsletter, you will stay top-of-mind with your customers – an all-around win.
2. Mobile-Friendly Websites
There was a time not too long ago, when having a mobile-friendly website, a.k.a. responsive design, was a nice-to-have, rather than business-critical. Times have changed. As of May 2016, Google announced that it will start favoring mobile-friendly websites in its search results. This effectively penalizes websites that are NOT mobile-friendly. This can have a huge impact on businesses that rely heavily on organic (SEO) traffic and leads to convert into customers.
How do you know whether your website is mobile-friendly or not? Chances are that if it was designed three or more years ago, it is not. Google provides a tool to check here.
3. Get Social
Social media is an excellent way to connect, engage and have two-way conversations with your customers and prospects. Most successful businesses have at least one social media profile on sites like Facebook, Instagram, LinkedIn, Twitter, and YouTube. The savviest businesses use social media to supplement their websites with a fun and engaging experience.
We all know we should be using social media for our businesses, but where do we start? Below are a few tips to make the most of social media.
- Make it easy - Always provide links to your social media accounts somewhere on your website. Popular spots include your header and footer, but that’s not a hard, fast rule.
- Show and tell, don’t sell – Most businesses are better off using social media to provide value-added content that is beneficial to their customers. Articles, tips, and videos, are all great content to get your followers engaged. Make it a two-way conversation by asking for feedback on a new product, and always respond to questions and concerns. No one likes to be sold to, especially on social media.
- Choose wisely – You don’t need to have a profile on every single social media channel out there. Choose the ones best suit your needs and as we say in marketing “go where the people are.“ That means if you are an interior designer, you might be better served managing a Pinterest profile rather than LinkedIn.
The Takeaway: Your website and social media profiles are your digital front door, and they determine a prospective customer’s first impressions of you and your business. Make it count by keeping them updated with relevant, useful content and make sure your website is mobile-friendly.