Do you remember the early days of the Internet? 1995 or so? It was all pretty basic back then, and most businesses did not have a website.
The first website I created (well, someone else built it) was in early 1997. It was simple, probably four or five pages, promoting the coaching business my former husband and I had just launched in Canada. We were way ahead of the curve with that site.
Fast forward 18 years, and there are few businesses that do not have a website. In fact, according to Netcraft.com there are 177,296,984 active websites as of February 2015!
Most business owners, whether local or online, know they need a website now. But that’s not enough anymore.
Recently I went off on a bit of a rant in a small mastermind group with my business coach. I was feeling frustrated because I keep meeting business owners who feel that all they need online is a website. No blog. No social media.
They figure people will find their site in search results, and that will be enough for prospective customers to pull out their wallets and buy their thing or make an appointment for their service.
Your buyers want a connection with you, so they feel good about making their investment. A website is not enough anymore!Wrong! It might work a little bit, for a few people, but, for the most part, buyers are more discerning now. They want to see proof. They want to know you know what you’re talking about. They want to know they can trust you. They want a connection, so they feel good about making their investment. And if you don’t give that to them, they’ll get it from someone else. I guarantee it!
Selling via the Web has changed.
A static website with a few brochure-style pages doesn’t cut it anymore, yet I still see them when I roam around the Web or conduct audits for clients. At least 10 years ago, blogging was added to the mix and is now regarded as an essential feature for a successful business site. And yet, so many business owners still don’t have a blog and don’t want to deal with publishing blog posts.
What does a blog do for your business?
A blog helps you build credibility and authority in your niche. It helps create proof and trust, and demonstrates to the buyer that you know what you’re doing.
What about social media? Are you using Facebook, Google+, Twitter, LinkedIn, YouTube or Pinterest for your business? If not, you’re missing opportunities to create connection and trust and “seal the deal” with the people you want to serve.
Why am I harping on this? Because I talk to small business owners who tell me they don’t want to deal with a blog and they don’t want to bother with social media. They just want to set up a website and leave it at that. And honestly, it frustrates me. It’s not effective, and the business owner is not going to see the results they say they want.
Today’s consumer is far savvier than 20 years ago and does their research before clicking the buy button. Without trust borne out of a relationship, you may have trouble getting that prospective customer to type their credit card number into your online order form.
In many cases, the relationship starts on a social network. It’s like chatting at a party, getting to know one another. Then when you offer entertaining and educational content on your blog, your fans may be ready for a date and some one on one time at your site (home base). Once there, you demonstrate your expertise and help them solve their problems. Finally, you move them into a more intimate relationship (your email list) with permission to send offers for your products and services.
UPDATE #1: I want to highlight a comment that was posted on Google+ by Stephan Hovnanian. What he points out really is the bottom line…it’s all about the customer experience and giving them what they want.
UPDATE #2: Check out this White Board Video from Rand Fishkin at Moz.com for serious reinforcement of my points…
Yes, it takes work. Yes, it takes time. It’s called marketing, and it’s about creating a successful, thriving business.
Before you start though, you need a clear strategy for building your online presence, and then you need to implement tactics to make it work. Please don’t approach your online marketing by doing the equivalent of throwing spaghetti at the wall to see if what sticks!
When I finished ranting to my coach, I realized it wasn’t about being frustrated by poor websites and lack of social savvy. It was about the passion inside me to show you the way, a way that is better than mediocre or incomplete, so you can be great and serve more people.
If you feel like I’m talking directly to you and felt uncomfortable with my comments, let’s talk. I want your business to be great!
Denise, I blog, pin and FB. If I can find the time to add one more thing, what do you recommend from the list of social media options?
Hi Teri, the first question is: where does your ideal audience spend their time? If it’s Facebook and Pinterest, then you’re probably good with your current system. And, if they’re on Twitter, you can set up automated scheduling to post your blog posts on Twitter. If you have a business audience, then use the status update feature on LinkedIn. But, it all comes down to where you can get in front of the audience you want to reach.
Bravo Denise!
Your excellent points are very well taken! Hey, you can’t argue with the results! And you know the old saying, all too well!
You can lead the horse to water etc!……. Thanks for sharing excellent advice! and make no mistake about it, not all of us are deaf!
Thank you, Mark. Appreciate you stopping by!
Hi Denise,
I think this article is powerful. Starting a website is like starting a brand new journey. It takes MORE than that to make a living / being influencial etc.
Great points and share around on Triberr!
Thank you, Reginald, I appreciate your support. I agree, a website, a business… it’s all a journey.
Hi Denise,
To not have social media attached to your site is just plain lazy! The only time when I think it could be acceptable to just have a stagnate page is when it’s a local businesses that is only visited by local people.
For example the barbers where my son’s get their hair cut has 4 pages and has never been updated. I only visited the page to find out closing times!
But for online business their is no excuses. Whether it is video logs, blogging, Instagram… You gota stay current!
Great post,
Naomi
Hi Naomi, good point about the barber shop. Though as you mentioned, you looked it up to find out the hours. I wonder how many others look up the site and never go to the shop because the site is out of date and perhaps not customer friendly. Thanks for popping by!
Terrific advice, Denise, and in my rural, small town business community, I find the same attitude about blogs and social media. Harried small business owners who wear too many hats already just can’t imagine how they’re going to do one more thing. Of course it’s a matter of prioritizing, but it also creates a huge opportunity for service providers to come in and do this for small business owners who are willing to outsource it. But when a business owner can manage to take it on themselves, the connections are so much more authentic. My mantra to small business clients is “Before you sell, you have to connect.”
Right on, Elizabeth! The problem with being harried and not wanting to deal with current tools for connecting is that the small business isn’t marketing their business well. Maybe some businesses don’t need to market, but most do.
Denise, your article nailed it. I got lazy and inconsistent with my blogging etc.Great reminder it’s not the 90’s anymore and your website is more than a brochure. It’s the connection point where people come to get to know you.
Well said, Ann. Thanks for stopping by and for your comment.