Week 15 of 52 – Be smart and don’t miss out on Golden Opportunities!
Despite the constant messages and obvious benefits of being online, it is unbelievable that some businesses still don’t get it. It doesn’t matter who you are or what line of business you are in, you need to have an online presence. To be competitive, your business must be easily found and the best way to do that is by getting it online. Stop fluffing about with the Yellow Pages directory and other costly alternatives. Get active with a Facebook page, a Youtube Channel or even a fully fledged website. Put the hard yards into developing an online footprint and it will reap you the benefits.
So why don’t some SMB’s get this message? Because some small business owners don’t fully understand the possibilities of what can be done with an online presence.
Let’s take a look at some theoretical case studies that I have observed in my own home town:
The Local Stationery Store
It’s not as hard as it sounds to take on the big boys here when it comes to online commerce. Of course, some consumers are always going to take the path of Officeworks or the other big retailers simply because of the price (which, by the way, isn’t that much cheaper than our local guy here). To make sales online, our local store should market purely on convenience and speed. They can:
- Make all stationery goods available online allowing the consumer to log into an account and place an order quickly.
- Ensure that staff fulfil and collate that order within the hour.
- Then deliver the customer’s order to their door within a couple of hours – ensuring they have no disruption to their day.
Order by 10am – delivered by lunch. Beat that Officeworks!
The Pizza Shop
Our local pizza store already has a great online presence (www.roscoes.com.au). They also use their Facebook page to promote their business through spur of the moment competitions – “How many pizza boxes are currently stacked over the ovens at Roscoes Innisfail?” – Win a free pizza!
But borrowing from Andrew Griffiths (Australia’s leading small business author) – the store could also take advantage of slow nights in the same way. If the pizzas aren’t flying out the door on any given night, they could make an announcement via their Twitter feed or Facebook page by announcing discounted or two-for-one pizzas. There is a backpackers hostel mere metres from their restaurant and there’s nothing more a backpacker likes than a cheap feed! Just get them to follow….
The local Accountant
What about in a crowded marketplace? How can you stand out when every man and his dog has a website and social media presence too? You do it by being helpful. If you are an accountant, get that site loaded with helpful content.
Everyone hates tax-time. It is easily the most stressful time of the year for businesses (and everyone else too). An accountant can help to ease the pain during tax time with useful online tools such as:
- How-To videos showing the completion of a BAS statement .
- On-site calculators for determining taxable income.
- Downloadable templates for all manner of money management.
Do a great job with helpful content and the snowball effect will kick in. Soon everyone will be heading to the site checking out the tricks, tips and tools on offer. The more site visitors that come in and see how helpful you are, the more likely that some will convert into customers.
As you can see, the potential of online marketing is clearly apparent for some businesses. For others, it may take a little creative thinking to draw out the possibilities of getting online and generating a profit. But in this day and age, any business would be foolhardy not take advantage of the online world and the opportunities that are available to them.
If you aren’t sure of the online advantages for your business or organisation, give Rusty Mango Design a call and have a chat about your online presence and what it can do for the marketing of your business.