Whether you own a mom-and-pop store competing with big brands, or a growing company with designs on the national market, your online presence means everything. But if you're a small business owner without a great deal of web savvy, don't worry. Here are three simple steps to making your online business image shine:
1. Build it up
Any effort to increase your brand exposure begins with building a website and social media pages. Stephanie Balderrama, president of Consumer Insights Group, told an audience at ad:tech New York that many business owners fail because they ignore their target audience during the website design process. In her work for Cinemax, Adobe, and other brands, Balderrama built winning websites using clear focus, easy navigation, and strong visuals.
Building social media pages for your business takes an equal amount of preparation. Facebook's "pay to play" system puts a burden on companies that hope to gain exposure without paid advertisements, so in this area, it’s best to consult with professionals for strategies to increase your social media reach, impact, and ROI.
2. Amplify your content
Once you have a targeted website and social media pages in place, expanding your brand's reach should be your next priority. When it comes to social media content, the rules are always changing, but there are still certain universal winning principles. For example, in the case of your Facebook posts and company blog (a marketing essential), when you publish is just as important as what you publish. Far more exposure is available to small business owners who publish at night and on the weekends because the fact of the matter is, people pay less attention when they are working at their own jobs.
Other winning social media strategies place a premium on what your audience is most interested in. Catering to your followers and fans in this way increases the likelihood that they’ll share the content with their networks. This type of engagement is invaluable for small business owners.
3. Protect your assets
After you've established yourself, it’s time to protect your good name. Negative comments on social pages and elsewhere online could put a dent in your company's reputation. Often, this negative publicity will be inaccurate and unfair, but rather than ignoring the drama or retaliating, your best strategy will be to respond professionally to the criticism. Make sure your audience understands that you always strive to meet their needs. The best way to manage your online reputation is to monitor your site and social pages and address any issues early.
Another way to protect your company is by cultivating a loyal following of brand advocates. Recognize consumers who are promoting your brand without compensation by offering them coupons, highlighted social posts, or other recognition. You’ll find you have strength in numbers when brand advocates on your side.
Your online business image will be strong once you have the right strategies in place, and whether you’re a marketing whiz or have yet to open a Twitter account, the resources to help you choose and implement those strategies are available.
