When it comes to the real business of pushing your enterprise to the top, there are three key aspects of your marketing strategy that you cannot afford to overlook: Visibility, Accessibility, and Credibility. Every business owner must gain a firm stand in these areas, and here's why:
- Visibility: Think about it – how can people become your customers if they don't even know you exist? The Internet has made it exceedingly easy for businesses to reach an incredibly large audience. You want your business to be easily found by those who might need your product or services. And that begins by establishing an online presence.
- Accessibility: Beyond being visible, you need to be accessible. This means that potential customers should find it super easy to reach you. This could be via your website, your phone numbers, or any other contact details that you provide. Timely responses to inquiries and robust customer service are hallmarks of an accessible business.
- Credibility: Lastly, credibility is the icing on your marketing strategy cake. It all boils down to trust. Does your target audience trust your brand? Have you earned their trust yet? Credibility might include maintaining a professional-looking website, gaining positive online reviews, or establishing yourself as a thought leader in your niche.
In the journey of growing your small business, navigating these three areas effectively will place you several steps ahead of the competition. Keep reading for a deeper dive into each aspect, and how to make them work for your business.
1. Visibility | Be Seen or Be Forgotten
Let's start with the obvious: Visibility. If your business is a secret club that only a select few know about, how do you suppose you're going to grow? Acing your online visibility is the equivalent of having a neon sign blinking irresistibly over your storefront. With 93% of all buying decisions beginning with an online search, it's no wonder businesses are rushing to establish a strong online presence.
Your struggles might be more along the lines of how to achieve this visibility.
The very first step to get the ball rolling is setting up your Google My Business page; it's simple, quick, and absolutely free. Google My Business (GMB) is a fantastic tool to strengthen your online presence as a local business, offering a professional image on the biggest search engine in the world – Google.
Step two of increasing visibility is to ask your customers for reviews. Reviews play a vital role in building your credibility online. After all, who can resist a five-star review backed with a glowing testimonial? It's also an important metric that Google looks at when deciding how high to rank your website on search results.
So how exactly do you go about getting more reviews? There are plenty of simple ways to achieve this, like a simple automated request post-purchase, or maybe even a discount on their next purchase as a little 'thank you'.
Next, don't shy away from generating engaging blog content on your website. Not only can they provide substantial value to your potential customers, but they can also amplify your visibility by supercharging your SEO. Search engines, like Google, use automatic software systems known as 'crawlers'. These programs are designed to scan or 'crawl' the World Wide Web, scouring millions of website pages. It's how they find your business online. If your website is regularly updated with fresh, engaging content, these crawlers notice and boost your visibility. These consistent updates through blog posts show search engines that your website is a relevant, valuable resource that needs to be made visible.
If you're not convinced that your presence on Google matters, here's a statistic for you: a report from Advanced Web Ranking shows that the click-through rate (CTR) drops significantly as you move down the search engine results page. The first five results account for over 67% of all clicks, while results from 6 to 10 account for less than 4%. This underlines the importance of not only being on the first page of Google's search results but being within the top 5. So let's make no mistake about it: building a Google My Business (GMB) profile teeming with glowing reviews, and creating a website with engaging content may be the single best investment you can make for your business right now.
Finally, when we dive into the nuts and bolts of an effective marketing strategy, it's inevitable we stumble upon the role of outreach and social media. Social media is more than a platform for casual interaction; it's a powerful tool for businesses to amplify their reach and build a robust brand presence. By posting relevant content and engaging with your audience, you increase your brand's visibility and credibility. So, in addition to a presence on Google search, social media can cause a huge boost in your brand awareness.
So there you have it, four fundamental steps to propel your business into the digital spotlight. Just envision it - a few minutes out of your day, spent soliciting reviews, crafting a well-thought-out blog post, or engaging with your customer base on social media. These small efforts could be the key to unlocking the business growth you've been dreaming of.
2. Accessibility | Make It Easy to Buy From You
Next, let's focus on Accessibility. Simply put, how easy is it for potential clients to reach you? I mean, if they were shown your website right now, can they figure out how to get to your products or services within a couple of clicks? Can they contact you without having to jump through hoops? Unfortunately, the user experience on so many businesses' websites is akin to trying to maneuver through an obstacle course in the dark.
Let me provide a few insights on elevating your approach to creating an accessible business. Adding features like a web chat widget or an easy-to-fill interest form can be game-changers here. Picture this: you stumble upon a new website and have a question. Do you pick up the phone and call? We've learned that the overwhelming majority of customers today are not interested in dialing your number—they prefer to drop you a message in a simpler, more convenient manner like a quick chat option or a no-fuss form to fill. Offering a streamlined, hassle-free way for your potential customers to reach you moves you from the realm of being a choice to a preference.
If the only way people can reach you is by phone, your business is not accessible enough.
A study from Forrester found that better UX design could yield conversion rates up to 400% higher. That's something worth paying attention to, right? Look at successful businesses like Amazon with their one-click buying: they've got accessibility down to a fine art. The truth is—providing convenient contact options, intuitive navigation, and speedy load times is not just thoughtful; it's essential for business survival.
3. Credibility | Building Trust in the Digital Marketplace
Last comes Credibility. Would you buy from an online store with a website that looks like it was designed by a toddler, filled with spelling errors, and devoid of customer testimonials? Of course not. Well, neither would your potential customers.
A BrightLocal study showed that 88% of consumers trust online reviews as much as personal recommendations. So what's stopping you from showcasing those shining testimonials on your website? Having a professional-looking website and a plethora of positive online reviews does more than boost customer confidence—it can also increase your conversion rates.
You know the quality of your work. You've seen the difference your business makes, and now it's time for potential clients to see it too. It starts with a website that reflects your brand’s professionalism and commitment to excellence. This extends to soliciting reviews from satisfied customers—harnessing their positive experiences and turning them into tools for future business conversion. Take it one step further by developing consistent branding and content for your social media and email newsletter so that you end up with a strong, cohesive and confident brand identity.
Remember, your business isn't just good; it’s spectacular — so why shouldn't your online persona reflect that?
Level Up Your Business | Start With These Simple Steps
The task of growing your business may seem monumental, but remember, every journey starts with a single step. So, where do you start improving your visibility, accessibility, and credibility? Give these simple steps a try:
Firstly, make your business a visible identity on the internet. Start small. Claim your business on Google My Business - it's free, it's easy, and it's a no-brainer. Next, identify the social media platforms your potential customers frequent. Is it Facebook? Instagram? LinkedIn? Start posting regularly. Not every post needs to be a hard sell. Share some behind-the-scenes shots, some customer testimonials, or maybe an insight into your company culture. Finally, set aside a few minutes a day for blog writing so that you can start filling your website with engaging content that will boost your SEO. Sound doable?
Onto accessibility. Want to be easily accessible? Responsive communication is key. Start with a quick audit of your existing communication channels. Are you adequately monitoring your emails, phone lines, and social media messages? If the answer is no, you are literally throwing away free money from the leads that you ignore. Consider using tools like chatbots on your website or automated email responses to acknowledge receipt of a customer's message. Web chat widgets and interest forms are also incredibly effective ways of making it easy for leads to contact you. A swift initial response and easy communication channels can go a long way in building relationships with your customers.
And here's a fact that should drive this point home - research indicates that companies who engage with prospective customers within an hour of receiving an inquiry are nearly 7 times as likely to qualify the lead (as defined by having a meaningful conversation with a key decision maker) than those who wait even just one hour longer. Moreover, if companies wait a full 24 hours before initiating contact, the likelihood of qualifying the lead drops by a whopping 60 times.
Finally, let's discuss credibility. How do you establish your credibility online? A professional website and positive online reviews are a great start. If you haven't already, invest in a well-designed, easy-to-navigate website. The next step is encouraging happy customers to leave online reviews. Go the extra mile with your products or services and then politely ask for feedback. You can even create a simple automation that sends an email to customers with your review link after they've engaged with you. A few minutes of your time soliciting reviews could mean a significant boost to your bottom line.
So there you have it. Whether it’s ensuring you’re seen (Visibility), making sure you’re easy to connect with (Accessibility), or establishing trust (Credibility), these pillars are non-negotiable. If any of these areas feels daunting to you, take a deep breath. Remember, Rome wasn't built in a day. Start where you can, take stock, make changes, and most importantly, do something. Businesses are transformed through small, intentional steps that compound over time.
