EVEN if you’re not computer friendly – your customers are.
Notice your customers (clients) checking their smartphones for their schedule, emails and even doing ad hoc research on a topic that comes up during your interaction with them.
If your business isn’t taking advantage of the unmatched power of the Internet to promote your business and interact with customers – know that your competitors probably are.
10 Ideas to improve your “Digital presence”
Ideas 1-4, Search Ranking: (Ranking high in Google is what it’s all about, Google has 60% of the search pie and is the default search engine in most of the tools your prospective customers use when looking for the services & goods you offer)
#1. Claim the Google+ (Google Plus) Local page for your business (and a G+Local page for each of your locations). Google+ Local is Google’s social media platform (their response to Twitter, Facebook, Tumblr, etc..) Google takes these entries very seriously when considering search ranking
#2 Identify, correct & claim your company’s entry across multiple internet directories. There are different types of directories:
General Directories (Bing, Yahoo, etc..)
Local Directories (YELP!, NJ.com, etc..)
Specific industry related directories (Healthgrades) Make sure your entries are correctly entered in as many directories as you can identify.
#3 N.A.P. NAP stands for Name, Address & Phone number. Make sure your NAP appears on every page on your company’s web site and appears identically across multiple business directories. (123 Main St. # 2 is not identical to 123 Main Street, Suite 2 for example)
#4 Clearly describe your offering (service, products) on each page on your website and on your directory listings. This will significantly help increase your position in Google search rankings.
Ideas 5-6, Authority (This is how you demonstrate to your prospects that you know what you’re talking about and helps answers the question, “why should a prospect call you!”)
#5 Write articles pertinent to your company’s offerings. A “top 10 things to consider when re-financing your home or architecting your home’s landscaping or selecting an attorney” – article can set in your prospect’s mind that you are an authority in your field. You can hire a writer to polish your outline. These articles should be short and concise. “Top X reasons” articles are some of most popular articles on the Internet. Top 5 reasons to… 10 things to consider when… etc.. .”
#6 Create a couple of 2 minute videos to post on your Google+, Facebook or your web site about your business. ( you can record video with your smartphone) A tour of your office / store, a description of one of your articles (top 5 things to consider when…), a demonstration of your services. Customers love videos and they will feel a better connection with you after hearing your voice, seeing your store/office while trying to decide if they should visit you or not.
Ideas 7-8, Reputation management: AC Nielsen released a survey last year asking the question “To what extent do you trust different forms of advertising; which are the most important things that you trust?”
92% of respondents trust recommendations from people they know
70% (SEVENTY PERCENT!) of respondents said they trust opinions based on online reviews. I don’t know what that says about our society but it does speak volumes for the importance of a good reputation online. Your customers are posting reviews on sites such as Yahoo Local, YELP!, Google+Local and these reviews come up at the top of search results.
#7 Create a “Review Handout” one pager to instruct your clients in how to post their review online to the sites most applicable to your business.
#8 Identify the top sites your clients post reviews for your business and check each weekly (or more frequently) to thank reviewers for positive reviews and, more importantly, to reach out to offer to make good to negative reviewers. You don’t want to be defensive with your replies rather something along the lines of “I’m sorry you experienced xxx. We strive to give our customers the best service possible, please call me at (phone #) to see how we can fix this for you”
Idea #9, Customer Contact: (It’s true – out of site is out of mind. How do you keep in touch with your clients? How do communicate new services or products you offer to your most valuable prospects – your existing, loyal customers?)
#9 Institute an email campaign, Twitter, Facebook Likes – heck, send postcards once a quarter – send holiday cards in Q4, send “Happy Spring” (especially after this hard winter) cards at the beginning of Spring. Keep your name in front of your existing customers, why do you think Coke or Verizon or companies you know well keep advertising? because they know ‘out of site, out of mind is terrible for business.
by the way… do you have a customer list? One you could print out on a moment’s notice. If a business broker showed up at your office tomorrow offering to buy your company for a big fat payday but needed to see an accurate client directory as part of their due diligence, how long would it take to produce it? That customer/client list you have worked so long and hard to create is probably your most valuable business asset.
Idea #10, Mobile:
#10 Have you searched for your company or your services from your smartphone? Does your website prominently display your phone number, business hours and address? A mobile site is different than a standard web site and basic info about your company needs to be easily findable. Try it, if your website isn’t mobile-friendly then you should consider creating a mobile component to your web site. Are you aware that the majority of people searching for a product or service from a mobile phone are far more likely to make a purchase or a phone call than any other type of prospective customer. Everyone has their nose in their phone constantly – Mobile is critical to your success.