The first steps to planning a successful small business web presence
While sifting through some old correspondence, I stumbled upon a letter I had written to a friend earlier in the year. They had contacted me for some advice to successfully kick-off their small business web presence; in response I wrote them this letter.
While I was reviewing what I had written, it dawned on me that there are likely hundreds if not thousands of small start-up businesses in the same position; seeking tips and advice from someone with experience in the industry.
While this letter has less to do with how to start building a web presence and more to do with how to prepare yourself to make S.M.A.R.T. (specific, measurable, achievable, realistic and time-bound) business decisions; it is web presence centric.
The Letter
Good afternoon XXXXXXX,
Here is some information for you to review. It may be a bit more than you were expecting and much of it you may already be well aware of but, I hope you find it useful all the same. I encourage you however to weigh this information carefully as it does not use a formal process of focusing around your business plan.
It is fantastic that you are exploring digital marketing platforms; it is a great medium to drum up business that you might otherwise miss. Moreover, with the sheer volume of people that search online for goods and services, you are definitely on the right path!
Let us cover a few important questions of any business. While these questions can apply to pretty much anything in the business world – including a web presence – they are great questions to have answers to; they can help guide you during many difficult decision processes.
As you read through the questions below, you may find yourself wondering how they apply to a web presence. I would answer that by stating that a web site is like a toolbox and to put the right tools in it we need to know what the web site needs to accomplish, specifically. The more detailed and specific you can answer them, the more valuable these answers will be to your success all around! Keep in mind that this is living documentation; each question can and probably will change over time.
Your business will ask:
What do we provide?
Goods, services, and so forth. Do not forget the intangibles like piece of mind and so on. Be honest with yourself about it but do not be shy!
Why are we doing this?
Fame, fortune, hobby, paying the bills, filling market holes – be realistic and specific.
Who are our customers?
This is a very vital piece of information to fine tune! The more specific you can be the better chance you have to reach them.
Who are we, really?
When consumers learn about you, what sort of people should they think work there?
Where do we service, geographically?
Your geographical area of influence as well as which areas within that might yield the most consumers.
When can customers expect fulfillment?
The turnaround time for what you offer – it might be vague but should be determined none-the-less.
Your customers will ask:
What do you do?
I found you because someone/a search engine told me you provide what I need.
Who are you?
Are you a “real” business? Can I trust you?
Why pick you over the next person?
Why do I want to call you when Acme Co. offers the same goods/services?
Where do you do it?
Do you provide these goods/services in my area?
When can you do it?
Okay, I am sold and in a hurry! How quickly can we get this here/done?
Think about these questions when you do all of your marketing and advertising, these answers are very important! They cannot only help you decide which marketing platforms you should use, but how to best use them to reach your business goals.
Think of marketing and advertising in the same way I mentioned before, as a toolbox. A plumber’s toolbox might look quite a bit different from an electricians, carpenters, or mechanics. While they may share some of the same basic items such as screwdrivers and pliers, they will contain other tools designed specifically for the intention of what they need to accomplish. Be careful though! Being caught up in an “I need everything” rut might sound at first like a win-win, however, it can cost you much more money than needed as well as work against you.
Common Pitfalls in Marketing and Advertising
Build it and they will come
Do not fall into this trap; it will likely lead to frustration and a lot of unnecessary overhead. Without some goals and planning in mind, you have no way to gauge viability, success, or failure. Much like planning a trip, to get from A to B you must first know where B is and then plan how to get there.
Everyone needs and wants our goods and/or services
This is one of the top reasons small business run into trouble! They do not really know their audience so they have a lot of difficulty reaching them and consequentially have a lot of difficulty sustaining their business long-term.
Cheaper is better
Thankfully, much of this perception among consumers has been turning around since the introduction of the Internet. Consumers are smarter shoppers and tend to do some research on products and services before buying. Many more consumers now appreciate reputable goods and services at a “fair” price.
Marketing and advertising is too expensive
This is a double edged sword, much like the aforementioned “Cheaper is better,” squandering your sales and exposure opportunities can cost you more than just money, it can directly affect your reputation! Of course that does not mean that the sky is the limit nor that everything should cost thousands of dollars; what it does mean is that you should have a good idea of what you need so you can invest money wisely. After all, every penny you can save adds to your bottom line!
This list could go on for some time of course but the general idea is that it takes research and planning to get what you need out of your web presence. Unfortunately, there is not a great way to summarize it without digging in and understanding the details and inner workings of your business. branding, accessibility, functionality, etc. are but a few things that make a good web presence and many of these business questions drive those.
I hoped this has helped!
Thanks,
T. Shane Cook
https://creativeprofessional.me
Additional information
Always consult with a professional when getting assistance for your business in all respects. Often times this may seem like a budget-busting stack of overwhelming options but with the proper research and guidance you will find these investments to be some of the best ROIs your business will have. Your local Small Business Association (SBA) is a fantastic place to start!
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