Yes, this is another list of things small businesses should (or shouldn’t) do, but they do (or don’t)
I know, I know, you can’t wait to read another list detailing the things you should be doing, or worse, the things you’re doing wrong.
Please put your cynicism aside for a moment and leave the sarcasm to me. I’m not in the scaremongering business. I’m also not in the magic button business. The business of fear uses scare tactics to tell you all the things you are doing but shouldn’t be doing because if you do, you are likely killing cute puppies and kittens. I’ve read a fair amount of them and some really scared me to the point of questioning every decision in life.
I’m sure you’ve read some of them too. Did they work?
Did those fear-mongering items make you take any action? Buy a product or service? It’s okay if it worked. It doesn’t make you gullible, or more gullible anyway. It is used a lot in marketing and advertising because it works. As psychologists, doctors, and advertisers have long known, fear is a major motivator for buying.
Fear of the unknown or unpredictable (insurance), fear of being boring (fashion, car, beauty), fear of missing out (think of anything that uses scarcity as a tactic – only 10 left!). Hell, even the fear of fear is marketed by Big Pharma.
Then there’s the magic button business. This thing I’m about to sell you will change your entire business, your entire life, even your wardrobe and it only takes one click. Yes, this type of marketing sucks and is a cheap shot, not only to our sensibilities but also to our fragile marketing egos. This marketing works because it typically uses fear and then jumps in to save the day with the magic button solution. Some people are swayed by this not out of fear, but because they don’t want to put blood, sweat, and tears into building a brand or business the same way you have. They want a magic solution. Something as easy as not getting out of bed in the morning.
At this point, you might be wondering, “Do you really have a list or was it just a cleverly worded headline to attract readers?”
Yes!
I have a list and if you think the headline is interesting enough to click on it, thanks.
The following list is really about what the headline says, so the headline wrote itself and isn’t that smart. I try to present these topics without fearmongering and without the magic button technique. I only want to present facts that may (or may not) be relevant to growing your business.
1. Understand the benefits of on-page and off-page search engine optimization (SEO)
There is so much information about SEO that it seems that anyone who has read a few books or articles about Search Engine Land is suddenly giving you SEO advice. As with most things that incorporate a lot of knowledge from many different sources, there is a lot of outdated information, myths, and rumors about proper SEO. I want you to have facts:
* Optimizing your website pages for keywords is a factor in ranking in search engine results pages (SERPS), but it is not the only factor.
* The loading time of your website pages is a factor in ranking in SERPS
* Well-written content of a specific length is a factor in ranking in SERPS
* There are many variables and factors that make each page’s ranking unique, but in general, there are common rules that can be applied
* Bounce rate (how long people stay on your site) is a factor in ranking in SERPS
* Optimizing content on the web that is not on your site is called off-page SEO and it can help you rank and build backlinks.
* There is much to know and try and you have better things to do. This is why it is a good idea to hire someone who is into SEO for a living.
2. Have a responsive website
You may have seen this term when creating your own site or when someone like me approaches you to say that your site is not responding. This simply means mobile friendly. In other words, your site will “responsive” or adjust to display on a larger screen like a desktop, a smaller screen like a tablet, or an even smaller screen like a smartphone without cropping or loading images, etc. . some more data:
* It is estimated that by 2020, just 4 years from now, smartphone use in the United States alone will increase by 6 million
* More than 90% of people with smartphones use them to search and research online before making a purchase
* While many in-store purchases are still made, the trend of online shopping continues to rise
*Without using scare tactics, I think you can clearly see that with the rise in smartphone use and online shopping, it’s vitally important to make sure your website is responsive (mobile friendly)
3. Social media management
I have seen many small businesses with Facebook Pages, Twitter Accounts, Pinterest Boards, LinkedIn Accounts, Instagram Accounts, etc. This is impressive! Except most small businesses must think that just by having the accounts they’ve done their part. Many of these accounts are like the Sahara. Dry, nothing really lives there and no one wants to visit. I randomly surveyed some local businesses and found a tax business with very little space on social media. Facebook page? CHECK! Last update? Uh… February? Twitter account? There appears to be a Twitter account because it’s on the website, but clicking the link only takes you to Twitter, not your personal page. A couple of popular restaurants in the area suffer from the same problem. Posts are very spread out with 3-6 posts per month (in a good month)! More facts for you to digest:
* There are over 2 BILLION social media users worldwide. “But Jason, how does that affect me locally? There aren’t that many people in my town.” I’m glad you asked…
* 75% of people who use the Internet in your city use social networks
* There are optimal days and times to post on Facebook to reach the largest number of people
* There are optimal days and times to post on Twitter to reach the most people, and they are different than the days and times on Facebook.
* In fact, each social media platform has certain days and times when the highest engagement is seen.
*According to fancy charts, you should post to Facebook a couple times PER DAY and tweet 4-15 times PER DAY!
4. Manage your online reputation
There are so many stories about people taking to social media to express their love or hate for a company. Unfortunately, the stories most of us remember are the bad ones. People who express their dislike with artistic flair are not always customers or clients. Sometimes they turn out to be an employee. Like the poor sap who works for an advertising agency that was hired by General Motors. She was driving to a meeting at General Motors in Detroit when she decided to tweet about the irony that the motor city has terrible traffic. Oh, she used an F*Bomb too. Needless to say, General Motors saw the tweet, fired the agency, and the poor fool was summarily fired as well. However, I see many companies that don’t know if they are mentioned online unless it happens on their Facebook page. Here’s another list of fun facts:
* 95% of dissatisfied customers do not file their complaints online. They complain in person to their family, friends, and pets. This makes the 5% who complain online VERY IMPORTANT!
* By making an effort to keep existing customers happy, you will contribute to your bottom line. Just 5% customer retention can represent up to 20% profitability
* Most small businesses worry about negative reviews online. This is fine as negative reviews can certainly hurt a business. What if they spent so much energy paying attention to kind criticism? Reward them online for all to see? Do you see where I’m going with this?
* When small business owners are asked what their most valuable asset is to their business, most answer incorrectly. Your most valuable business asset is your REPUTATION!
While this is one of the shortest lists on the internet of do’s and don’ts, each item is really crucial to growing your small business. Taking steps to cover each element can help you understand how some of the moving parts of the Internet work together and how they can contribute to your bottom line.
