If you have a small business that has been around for a few years the answer is almost certainly yes.
This week I ran an online profile raising workshop for a group of style consultants and it really gave me food for thought. This was a very savvy and motivated group of female business owners. However, since starting their business the online world has changed drastically.
If you are in this position, chances are you may have a website and you may have spent quite a sum of money on your website. But has it been touched since? Is it optimised for search engines and does it still reflect the personality of your business? If not I suggest you take a look at your marketing and create a new online marketing strategy.
- Start by thinking about who your ideal/best customers are. What would they type in to google to search for the product or service you provide? this will help you determine keywords and phrases that should be included in all your online marketing – website and social media.
- Use the google keyword tool (just google that phrase to find it) to get ideas of how competitive your keywords are and find suggestions for others you could use.
- Now take a look at your website. When a potential customer visits your site will they find relevant content for those keywords they used? If not you will lose them immediately and they may never return.
- Does your website have a clear call to action on the home page – as well as giving your visitor what they want? What is it you want them to do? Ideally you should be getting their email address, so that you can keep in contact with them. Visitors who come to your site and leave without taking action are wasted opportunities.
- Does your website represent the personality and brand of your business? Could the copy do with updating? Are you telling them why your service or product? Why you are unique?
- How often is your website updated with fresh information to keep visitors coming back? Can you update your site yourself or does it incur costs every time you need a small change? Consider starting a blog to keep them informed and interested.
- Are you communicating regularly with your email list? You should be sending them a regular newsletter with valuable information that keeps them engaged. Then when they are looking for the product or service you offer, you are front of mind and have built up that all important trust factor.
- Have you thought about social media? If the thought of it terrifies you or you think it’s just for telling people what you had for breakfast you should have a fresh look. At least 80% of our business comes via “word of mouse” how much business are you missing out on?
If you would like help to plan a profile raising strategy for your business why not book a session with us, and give your business the Spring clean it deserves.