Partner Article

Are you ready to do more online?

As you read this article online, think back to when was the last time you went online to access a company’s website? Most likely it was pretty recently.

Whether it was to update a meter reading, source contact details for that company or look to buy a product online, it almost seems odd to think that a business would not want to have an online presence.

However, as the Government’s “Do more online” campaign highlights, almost half of British small businesses do not have their own website. Given that online sales were worth £718 million each week to the economy in 2014, surely this is reason enough for a business to ensure they have an online presence [i].

Having a website is an essential asset for any business, in the same way you need a sign on your shop – your website does the same job but in a different realm. In 2014, 76% of the UK population accessed the internet every day [ii]. For those who may not feel that they are the most tech savvy, getting online is not difficult; with a plethora of different businesses offering to do everything for you from build your website right through to managing and maintaining it on a daily basis, in fact it couldn’t be easier. Many businesses in the UK have benefited from getting online and the increased visibility this brings.

If you would prefer to dip your toes in shallower waters, social media is an excellent way to engage with your customers. You may see over time see orders or customers coming from people or places that you don’t expect as word spreads about your business. If you run a niche business the need to be online is even greater, as people align themselves with certain interests on Instagram or Pinterest, you may find your business being championed by customers you’ve never met and are not even locals.

Social media is of course, an accessible point of reference for many customers looking for business or services that have been recommended by friends and there are potentially big rewards if you engage with your followers. According to a study by Social Times, consumers were 71% more likely to make a purchase based on social media referrals, and 78% of respondents said that a business’s social media posts would impact what they would buy,[iii] so keeping existing customers happy and reaching out to new ones is essential.

Over half of internet users the UK population uses social media [iv] so at least some of your target market is using social media and are most probably following businesses, and maybe even your competitors. You should treat social media as you would any other marketing outreach activity.

Maintaining a presence on social media is important- not only from an engagement perspective with customers, but also in raising the profile of the business. Replying quickly to customer complaints and enquiries is often cited as one of the most important things to get right, especially when businesses have got it wrong, and social media is one of the most effective ways to do that.

Getting online is now easier than it’s ever been and the potential benefits to your business are there for the taking. With the majority of the UK population using the internet every day, getting online is a great way to get in front of your target market, and it makes good business sense to start the conversation with social media. Social networking has a huge impact on people’s lives that would have been unimaginable even a few years ago, and engaging with people in this way on a regular basis creates customer loyalty and brand advocates which in turn lead to sales. So why not take the plunge, take your business into the digital age and see what it can do for you.

[i] The Office for National Statistics

[ii] The Office for National Statistics

[iii] The Social Times

[iv] OfCom

This was posted in Bdaily's Members' News section by Phil Scholes .