What’s best for your small Business?
I am often asked whether a small business should get a website or Facebook page. Whilst both have their merits and advantages it really comes down to a very simple question:
What do you want your Website or Facebook page to achieve for your small business?
Nine times out of ten it’s a fairly simple answer – ‘to make the phone ring (the way Yellow Pages used to, last century).’
Intent based advertising
Scenario from last century:
I lived in Essendon and had water pouring out from under my sink, I picked up a Yellow Pages and called a plumber. I may not have used this particular plumber but at the end of today I will have employed a plumber to fix my problem. When I picked up the Yellow Pages I had intent to use a plumber’s services today.
Scenario from this century:
Same situation but this time I go to Google and type in ‘Plumber Essendon’ I need a plumber in Essendon today. If my website is built correctly and your Google Places Map has been adjusted accordingly you should rank highly and stand a very good chance of this person clicking through to your website.
Content based advertising
Watching the football you will see ads for Toyota. I’m guessing that well over 90 per cent of viewers will never buy a new Toyota, but this is brand awareness attempting to influence a purchase decision. Advertisers attach their advertising with specific content in an attempt to influence a purchase decision. Advertising on TV, radio or in newspapers or magzines etc., is typically and traditionally considered content attachment.
Facebook offers the opportunity to promote your brand/products on pages of those who have already endorsed your brand by liking your Facebook page. Essentially, each time you do a post this goes into their news feed and the fact they allow this on their piece of space means they have unofficially endorsed your brand. Brand awareness with a recommendation – it doesn’t come any better.
For small businesses who are not sure what to do, follow these steps:
- get a website for your small business that is Google friendly
- start blogging on your website (this strengthens your Google positioning for key words)
- set up social media properly
- DO NOT RELY on the office girl who is on Facebook all the time as the social media guru. While posting on Facebook is relatively easy, it should be undertaken by someone who understands your brand, products and services and knows what your marketing needs to achieve
- follow a strategy to achieve your goals. It’s not about having a website or posting on social media, it’s about sales.
For small businesses looking for online marketing advice: get yourself a website first, then talk to an online specialist to help point you in the right direction with social media.