Do you shop the same way you did 10 years ago? Absolutely not.
Yet, here we are. Too many small businesses fail to see how times have changed, using outdated marketing practices that hinder customers from finding them.
How so?
Nearly 90% of consumers make online search their very first step in making a purchase. Yet nearly a third of small businesses don’t have a website. Around 20% use Facebook or other social platforms instead of having a site.
So even though our own shopping behaviors have changed, we somehow assume that those of our customers have not.
Digest that for a minute. It’s classic “Do as I say, not as I do,” as my mom was fond of saying.
But (most) mistakes are fixable. And marketing hypocrisy is one of them. Here’s where to start:
#1 — Create and maintain a credible, professional website.
There’s no way around this. Facebook is not a website. Why would you trust a third-party entity you do not control as your sole access to customers and prospects?
Make sure your site is mobile-optimized, cleanly designed and brimming with great content that speaks directly to the needs and desires of your target audience.
#2 — Audit your online visibility.
This one’s for the brick & mortar folks. Can you be easily found on Google Maps or search?
Make sure basics like location(s), hours, menus and contact details are prominently featured. Mentally, think through the info you’re looking to find sooner than later when you visit a site, and make sure yours prioritizes that info.
#3 — Align your marketing efforts with modern consumer behavior.
People search because they’re looking for answers. If your site content doesn’t have those answers, you’ve lost a potential sale.
- Are your cupcakes gluten-free?
- What are your Sunday hours?
- Which lawnmower models have rechargeable batteries?
- Does your accounting firm do tax planning, too?
It may seem obvious, but keep track of commonly asked questions and make sure the answers are front and center on your site. The more you can move a shopper closer to a decision, the easier it is to seal the deal.
#4 — Build trust through social proof.
Again, go back to your own behavior. How do you choose a professional services provider, for example a primary care practice? Chances are, online reviews play a part — maybe a BIG part.
Shoppers don’t trust brands; they trust other shoppers. Why else would companies pay big bucks to TrustPilot and similar sites? It’s called social proof, and you need it. Ask for reviews, actively manage and respond to them, and repurpose customer testimonials as many places as you can.
Stop marketing like it’s 2014 and start marketing like the consumer you are
Because at the end of the day, the best way to reach your customers is to put yourself in their shoes – something you’re already uniquely qualified to do.
After all, you’re a consumer too. Act like one.