Your Foundation: The Three Pillars of any on-line Strategy
Maybe someone told you that you need a newsletter, or videos, or a blog or other things sounding even more exotic.
The truth is none of those will work without a solid foundation.
We'll start with the basics. Without these three in place, there simply is no on-line strategy.
These are like a heartbeat check. If you're not alive, there's no reason to start surgery.
- Your Web Site
- Your Social Presence
- Your Reviews
Your Web Site
If you are here, you obviously have one. But can you see it on a smart phone? In 2017, 58.9% of internet usage was by mobile device.
You want your website actually talking to your customers, and especially addressing what they need. If your web site doesn't, it might just be a really expensive calling card. Ultimately you want your visitor to take the actions that grow your business, and your website should be designed to optimize that.
Your Social Presence
While there are many possible sources of traffic, and new ones seem to be popping up every day, your first stop should be Facebook. Pew Research shows that more than two-thirds (68% actually) of U.S. adults are on Facebook.
And according to TechCrunch, Facebook is now a major mobile browser in the U.S. with a 10+% market share in many states.
In other words, an active Facebook presence makes a difference.
There is a sea of statistics about on-line reviews, but one should suffice: 92% of consumers now read on-line reviews. While you don't need 100% positive reviews, you should be on top of what your customers are saying, and be encouraging them to review you.
Just open your pages. Then open your competitors' pages. You want to notice which ones actually make you want to take a next step. Which look like "they are supposed to?" Do those make you want to call, or book an appointment?
Which actually give you value such that you want to continue a conversation? Which address your fears, or your customers' most basic fears? Which put you at ease? Which make you say "I'd like to meet this guy!"
Which make you laugh? Which make you feel like this is business owner who will take care of me?
And you'll start to see the kinds of things we or you can do to make sure that your website is doing what you would like it to, namely bring in the people you serve so you can take care of them, and put few, or better yet, a lot more dollars, in the bank.
And if you want my help, reach out.