I was reminded the other day of exactly why it is important to have an online digital presence in this day and age… Even though online and digital mediums have been around for more than 20 years, it seems that many local small businesses are still slow to pick up on the trend. We do understand why, as it was not too long ago that all a local small business needed for marketing was a good Yellow Page advertisement, a good direct local mail flyer, and maybe a well-placed radio ad. These worked extremely well for decades… However, from a traditional marketing perspective, times have changed. For example, Yellow Pages have gone from the must have item for every home, to getting thrown in the recycling bin before even making it into the house. Why has this happened? Well, for one, Google has virtually changed the way people look for various goods and services. Looking for an electrician, carpenter, pizza, or even a restaurant? You no longer need to flip through various ads in the Yellow Pages—you can just search directly in Google. Not only will Google pull the most relevant results, but they also pull other various important details regarding these businesses including address, phone number, website, Google, Yelp and Facebook Reviews, Facebook profiles, and other endless information. These elements alone have factored into the demise of the Yellow Pages. Again, this is not a new concept, as this shift has been happening over the past 20 years… In fact, HubSpot’s founders, Brian Halligan and Dharmesh Shah, revolutionized how people look at this shift almost 10 years ago when they published their book on Inbound Marketing and founded HubSpot. They haven’t stopped preaching the word around Inbound Marketing since…
This begs the question, why haven’t local small businesses caught up to their times of creating and maintaining an online digital presence? The reasons vary from anything from ownership not accustomed to change, to lack of understanding and education around how a local small business can create and maintain an online digital presence. Regardless of the reason, if a local business wants to continue to be in business for the foreseeable future, they need to embrace going online and digital. Let me share a personal experience to why this matters so much.
Residential construction has historically been one of the industries reliant on Yellow Pages, advertisement flyers, or word of mouth to help run their businesses. Looking back maybe ten years ago, the Yellow Pages alone were enough to keep phones ringing off the hooks… but those times have come and gone. Now it is a feast or famine industry, with some businesses still maintaining a strong revenue stream, while others that have resisted change are failing. When inviting a construction company into your home, people want to ensure that they are inviting someone that they can trust to do quality work in a timely manner. As a result, they tend to do research on these companies before calling… which is what happened with me, and it reminded me why a strong online digital presence is so important. My wife and I are personally looking into having some major work done on our home. Like any household, we receive various local advertisement flyers and ValPaks in the mail. This past week, I decided to take a look and see if there were any businesses we should be considering as part to the process. Interestingly enough, in both the local flyer and ValPak, I found a construction company’s very well-made flyer, advertising the exact service we were looking into having done. However, there was an instant red flag for us: the price. The price on the flyer was too good to be true, but I’ve come to learn to never judge a book by its cover. So we did some digging… Naturally, we started with a Google search and then looked at other resources such as Facebook and Yelp. What we found was beyond a website—they had zero online digital presence. No Google or Yelp reviews, nothing on Angie’s List, not even a Facebook profile. This was a bit concerning, so we took our search one step further creating a post on both Nextdoor.com and Facebook asking if anyone in our community has ever worked with this company. We received no feedback on the business at all. When performing our search, we had been hoping to come across reviews from others who have had a great experience with this contractor, or maybe even a Facebook profile showcasing some of their latest work. We were looking for anything to give us the confidence in their business and that we could welcome them into our home—but nothing. As result, I moved on to the next candidate on the list.
Therein lies the problem for small businesses today. If you are not working on building an online digital presence, you are guaranteed to lose revenue to competition… Interestingly enough, while searching for information on this particular construction company, I stumbled upon several other businesses with fantastic online presence, and they were the ones that received a phone call.
Websites are not enough anymore, especially for local small businesses. Building an online digital presence isn’t entirely that difficult, and in most cases, has a zero-dollar investment to get started; it just takes effort and time. We’ve actually been writing about various tactics to improving one’s online digital presence… Here are a few recent articles to help you get started:
- Social Media and Online Forums, Hidden Gems of Customer Insight
- How To Develop A Social Media Marketing Strategy For Your Business
- What is Omni-Channel Marketing And Tips For Developing An Omni-Channel Strategy
- Landmark Case with TripAdvisor, Makes Businesses Think Twice About Reviews
- Sales Is A Numbers Game, How To Increase Sales Without Increasing Pipeline
- Account Management Strategy 101
- What is Social Selling Really, Six Tips to Social Selling
- The Importance of Testing in Marketing Campaigns
- My How Times Have Changed.. Or Have They Really – The Rebirth Of Small Businesses
We also recognize that creating a strategy to develop or improve your online digital presence is easier said than done… 3Sixty Insights is happy to help. Through our 3SixtyAssessments, we will not only evaluate your current online digital presence state, but we will also provide actionable recommendations to developing your own strategy. Feel free to contact us directly via Sales@3sixtyinsights.com if you need help. As always, we welcome comments or questions below in the comments section of this article. Again, if you have been resistant to adopting an online digital strategy, and you don’t act fast, you could be risking the future of your business.