The internet can provide
tremendous exposure for your business, when used correctly. For this reason,
establishing an online presence is not a task to be taken lightly. It can be
overwhelming to get started, however, especially with all the different online
options to choose from. Here are some tips to help you narrow down your goals
and present yourself on the internet in the best possible light.
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·
Quickly
and clearly let people know how you can help them with your product or service. Your main objective should be solving a problem
for your potential customers. State clearly how you can do that right
away on both your website and your social networks. For example, on your
company website, the home page is the first online impression (and sometimes
first overall impression) people will get of you and your business. Use images
and very brief text to communicate how you solve that problem, and provide one
or two clear calls to action, where people can learn more and sign up for your
list. Avoid too much text on your home page, which can cause people to leave
your site right away. If presented effectively and visually, that initial
impression will keep people on your website and encourage them to explore
further.
·
Provide
honest facts. Facts about the types of
customers you’ve served, other businesses you’ve worked cooperatively with,
awards you’ve won, or community service you’re involved in are all helpful in
educating a prospect about the type of business you operate. If you’re a new
business with little or no history, state realistic goals. How do you plan on
contributing to your community and to your customer base?
·
Never
pretend to be something else. Trying to present yourself as something you are not will only hurt
you in the long run because any prospective employees or clients will be set up
for disappointment. Be honest and truthful about who you are and what you
provide.
·
Use
real photos, not stock. Stock photos are
impersonal and lack creativity. Additionally, visitors to your website or
social media presence will be put off because they can’t get a realistic look
into your business. Use photos of your office or retail space, employees and
customers (with their written permission), and products. People want a true
impression of what to expect when patronizing your business.
·
Stay
current and update your site. Always keep abreast of current industry trends and product
research as they pertain to your particular business. Incorporate this
knowledge into your online presence. As for your company website, frequently
check for broken hyperlinks, outdated contact information, discontinued
products, etc. When doing so, consider asking someone else to explore the site.
A fresh set of eyes can help point out something you may have missed.
·
Make
your site customer-focused. Your website should be user-friendly and focused on how the
customer can make the best use of it. Your site should be easily navigable,
convenient to use, and aesthetically pleasing to the eye. Consider asking
current customers to visit your website and tell you what they think of it.
·
Choose the social networks your customers use. Not sure which ones they use? Ask them! Most
likely they are using Facebook, but are they on Pinterest or Instagram? By
choosing the social networks where your customers and friends like them are
spending time, you can more effectively communicate your message without
wasting time on social networks where you’re less likely to get results.
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Also be sure to explore
the online presences of your competitors to gather ideas and find out which
techniques are effective, and which are not. Make sure the message and goals of
your business are portrayed accurately online, and adjust when needed.
What tips do you have
for establishing an online presence? Please share them below!
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