As business owners we must address the needs of clients and set out on a journey to digitally engage with them.
According to the Australian Bureau of Statistics – ABS – business count research report, between June 2013 and June 2014 the vast majority – 97% – of Australian businesses were small businesses. However, only 50% of new business entries since 2011 were still operating by 2014.
Small businesses face challenges in coping with digital marketing trends. Understanding how these challenges affect small businesses, so they can digitally engage with their customers, not only helps digital agencies and business owners to stay ahead of the competition, but also helps government representatives understand, and provide for, their growth.
Small businesses that make full use of the internet enjoy 20% higher annual revenues, which is quite significant. Additionally, more than 50% of all searches are now done via smartphones, so at a very basic level if a business doesn’t have a website that is mobile-friendly they are losing half their potential customers.
Here are the top three must-dos for small businesses to make and sustain their success in an innovation-driven economy:
1) Invest in a functioning and competitive website
This includes mobile optimisation and a functioning homepage which is user-friendly and simple to operate. A competitive website will also house a homepage caption that conveys the essence of your brand. It will also have a strong design quality – integrated visuals, well-written content, consistency with use of logo and branding, trust signals such as accreditations or awards, should be fast and easy to load and have a clear and uncluttered listing of the top three to five services offered.
An ‘about us’ section with photographs and a testimonials section will also enhance your website. According to our recent study, only 45% of businesses have mobile-optimised websites, despite the fact that Australia is sixth in the world when it comes to smartphone ownership. This means that 55% of businesses are not found through Google when people search for services or products.
2) Actively engage with social media
This includes being active on social platforms such as Facebook and LinkedIn, as well as setting up regular blogs, which can be linked back to.
Send regular email marketing and newsletters to your clients and regular and consistent updates across all your social-media channels, 15 per month on average. A strategic social-media plan can influence and transform prospects into brand-loyal customers, which will significantly increase your customer-lifetime value.
Australians are the fifth highest users of social media in the world. According to the study, however, only 18% of small businesses digitally engage with their customers on social media. In addition, email marketing, which is one of the best and most affordable channels available, is used by only 8% of small businesses.
3) Use Search Engine Optimisation – SEO
Only 28% of businesses are using SEO efficiently, which means that over 70% of businesses are not easily found online when potential customers look for the services they offer on search engines. First page ranking on Google means high brand awareness for your business and more customers on a regular basis, while strategic keywords will link potential customers to your products and services. Reports and analytics will also show you how well you are performing in search engines.
As business owners we must address the needs of clients and set out on a journey to digitally engage with them.
Your efforts and simple investments to develop your business digitally will foster a productive ecosystem for its growth. You should also keep pace with new market opportunities and developments, so you are better equipped to develop policies and attract more market value. All this can be achieved if you set clear goals and appropriate measures that are focused on the digital engagement of your current and future customers.
Dinesh De Silva, CEO and founder, NetStripes
