Robyn Rivera
There’s no doubt about it, every local business needs an online presence, and that’s true no matter what size your business is, how long you’ve been operating or what industry you’re in.
However, knowing why an online presence is important and actually building one are two very different things, especially if you’re new to operating online. Today, I hope to help you get it right.
The first thing any local business needs to do to establish an online presence is build a website, and not just any website, either.
You need a website that gives your visitors the information they need to make a decision about whether or not they want to work with you. You need your website to be mobile-friendly so that it can be viewed on any device. You need your website to be attractive, look professional and load quickly.
If you have a business website that isn’t currently up to par, it’s time to consider building a new one. Coronavirus has rocked our world, and the ramifications might be felt for businesses that operate face to face with their customers for some time still.
Now, more than ever, local businesses need to ensure that they have the right kind of websites behind them.
The good news is that there’s no longer a need to spend an arm and a leg in order to get a beautiful, functional website for your business. With DIY website builders, like Websites 360®, anyone can build their own business website, even if they have no knowledge of code or experience with design.
Check out my step-by-step guide to building your own website with Websites 360.
There are a ton of directories and review sites people in your area are turning to when they’re on the hunt for the right local businesses. Make is a point to ensure that your website is listed on these sites, and make sure to keep those listings updated.
This is critical because it means that these directories and review sites will have updated contact information about your business so that, when someone wants to work with you, they aren’t sent to your old location or an outdated phone number.
Believe it or not, having uniform contact information across directories and review sites is also important for search engine optimization (SEO).
Google’s goal is to provide its users with the best possible results for their search queries, and if someone is unable to get a hold of a local business they find in a Google search, it damages their ability to reach that goal. That’s why Google prioritizes businesses that keep their NAP (name, address, phone number) consistent across their listings.
Another reason why it’s important to get your business listed — and to claim any unclaimed listings that are out there — is that it gives you the ability to manage the reviews your business gets on those sites.
That doesn’t mean that you’ll be able to delete reviews you don’t like, but you can absolutely respond to them, which can go a long way toward turning a bad situation around.
Social media is where most people are spending the majority of their time online these days, and a smart digital marketing strategy is all about being where your customers are.
Having some sort of social media strategy is no longer optional for local businesses in this day and age, and the first step toward building a social presence is choosing the right social media platforms to focus on.
In order to find the right social media platforms for your business, you first need to figure out who your customers are and what platforms they are most likely to use.
For example, far more young social media users, 18 to 24 year-olds, are on TikTok than any other age group; whereas, Facebook has users of all age groups.
By establishing a presence on multiple social media platforms, you can extend your reach even further online, but be careful not to overextend yourself. Proper social media management takes time and money. Merely building a profile isn’t enough.
Just as having a social media profile isn’t enough, neither is just having a website. To put it bluntly, there’s no point in having a website that no one can find, and to establish a successful online presence for your business, you need to help people find your business online!
There are two main ways that you can do this — through organic search rankings and through paid advertising.
By making SEO a priority for your website, you can help it to rank higher in the organic search results for keywords that are relevant to your business.
In order to do this, you first need to determine what those relevant keywords are, and then you need to optimize your website for those keywords and regularly create content that contains them. Be careful that you never force keywords, unnaturally, into your content, and always write with the reader in mind.
SEO is important, but your website won’t start ranking right away. To supplement your SEO strategy, paid search ads are a great way to ensure that your website gets seen.
Search advertising is powerful because you’re only advertising to people who are actively searching for what you have to offer. This helps you maximize your marketing budget and get more out of every advertising dollar you spend.
Are you ready to start building an online presence for your local business? Start building your website with Websites 360 today!
Originally published 6/1/20