You may be one of a large percentage of business people sick of hearing about the Internet, apps, mobile, digital marketing, social media and Twitter this and Tweedledee that. Consider the Internet though and how it really has changed business and how it has changed itself.
We started off 30 years ago with what was a way of computers to trade information with each other without geographical limitations. Born on top of the Internet soon after was the World Wide Web that brought around the idea of websites. We had websites for a while and then social media came along that added a social and personal level to the Web. Social Media sites on the Web and that sits on the Internet. Universes, galaxies and solar systems, in a way.
The speed of change is also increasing. 5 years ago nobody in Ireland used Facebook and today 80% of the population does. 5 years ago people used mobile phones to ring each other, today that’s the 3rd most common use of a mobile.
Here are some truths though: Good business always wins through whether you’re a Facebook fanatic or shun all forms of communication. If you supply good customer service, deliver value through price or high quality, people will have the inbuilt need to let others know about their amazing find. Us humans want to connect to people and the best connections are the ones built on sharing value. We will drive out of the way to buy something from someone for sometimes the simple truth that we think they’re nice.
The good will out, good business will out, it just takes time. What modern technology does is it speeds that up. From the speed of conversation to the speed of light. This month we’ll take a broad overview of what are the main areas in digital to look at and maybe in future articles we’ll get more in depth. Just one thing: Get over being afraid of this speed, reacting by bunkering down until it goes away won’t work. Change is the new “3rd generation business”.
In some areas of towns you have the legal sector, you have the financial sector, the food market sector and the retail sector and even amongst them you can have more specific sub-sectors. Like streets that do shoes only or formalwear. Like you’d go to a marketplace with high footfalls of the right type of customer, you’d go to marketplaces online that do the same thing.
There are millions of searches every day in Ireland alone and 90% of them are via Google. As a business, if you want to be found online through searches, you need to have a website or a webpage listing your details. The important thing to note is that most people won’t Google your business name, they Google products or services you offer. With that in mind a website should describe what you can offer, not information on your name and company history, keep that for the company history. Optimising your website for this type of person is known as Search Engine Optimisation (SEO).
A tool Google offers for free is called the Google Keyword Tool and it tells you in broad numbers how many people search for a certain term. So you can type in your company name e.g. Mulley Communications and it tells you how many people search for it. 10 to maybe 100 times more people will Google what your company does than who you are. Use the Google Keyword Tool to inform yourself on what words you should use to describe your offerings and you’ll get more and better quality website traffic.
As well as searching online (think of these people as the ones that go to a store looking for something specific “I want a can of blue metal paint”) there are those that are the “I’m just browsing” types, just looking around, not looking for anything in particular. Think of those that use Facebook as those types. They’re not looking for anything but something may entice them in their browsing.
With Facebook you can set up a Business Page that in a way is like a mini-website and it’s free. On it, you can let people know what you can offer. Be careful though as people on Facebook are not looking so if you bombard them with constant pitches for business, they’ll move on. A Facebook page should be seen like a media channel itself. Inform them of things/information they like and then point out things you also have for sale.
A very popular or maybe hyped space too is Twitter, a way of having public chats with people. each update or Tweet from you is slightly less space than the size of a text message. I consider Twitter to be like a networking event. It’s a lot of work, you have to be present at a networking event to get the value and you need to work the room. Again though, if you just pitch at people instead of building relationships and engaging in a genuine way with people, people will just walk away. To me, Twitter is the most work but can be of the most value as you build longer-term relationships with consumers or potential partners.
These three online marketplaces are mostly about business to consumer, one online marketplace for business to business is LinkedIn. Something that’s a mix of an online CV mixed with an online address book. LinkedIn is really good for building contacts and you can get a huge amount of leads into companies with LinkedIn.
Of all of these options I’d go Website optimisation, Facebook, Twitter and LinkedIn in that order if you want to be in the consumer marketplace online. An hour into working on your website will pay off for months, an hour on Facebook for weeks and Twitter a few hours. For B2B go website and then LinkedIn.
An hour taken seriously with digital marketing in any of these areas though will have a positive and valuable impact on your business. Enjoy the lightspeed effect.