The online space is continuing to grow rapidly. It’s no surprise given there are 5.6 billion online searches worldwide, per day. Many are realising the potential of owning and running an online business.
As a result of covid, the global pandemic has accelerated the trend of online shopping by approximately 5 years!
Online behaviours have changed in the past 12 months with many realising that shopfront stores are not as profitable – especially when you think about rent, staff and other associated costs. As a result, if you own an online business, you need to get a few things right.
So, how can your business stand out instead of blending in online?
Find what makes you different from everyone else.
People don’t buy products or services, they buy outcomes and transformations.
If you can do a better job of explaining this, based on your experience and knowledge more people will want to work with you or try your product.
Become the expert in your field and share this through the content you produce.
Stop being boring.
With so many apps and online platforms, you need to share your expertise in a way that either educates, entertains or inspires others. Have fun with your branding and marketing!
It doesn’t always need to be proper and super professional even if you are in an industry that can appear to be this way.
Understand your audience.
If you are trying to market to everybody, you’re going to connect with nobody. Take time and do your research.
What pain points do your potential clients have? Where do they hang out? What types of problems are you helping them solve?
Be consistent, everywhere.
One thing I see with businesses is a disconnect between their online assets. Their Social Media is speaking a different tune to their website. Their video marketing is inconsistent with their website messaging.
They all need to represent the same brand message or you will be left with confused prospects who will go elsewhere.
Don’t try and be something you’re not.
People see right through this. Yes, maybe your competitors have a certain voice, vibe and persona, but it’s going to be pretty hard to maintain that for yourself.
It will only take you so far and it’s not sustainable. Understand your own purpose, how you or your product can help others and focus on those business aspects.
Trying to substitute your website.
Businesses shouldn’t substitute social media for their own website – remember, social media sites are third party platforms that are controlled by other people, your website is your biggest online asset because you own and control it.
Social media is a great way to build communities and share your insights and knowledge with others. However it is becoming more and more difficult to get organic visibility due to algorithm changes and a saturated market – but as with anything, if you are going to be on there, you must be consistent.
New businesses need to understand where their potential customers hang out online and select 2 or 3 places where they can focus their efforts on. You don’t have to be on 10 different platforms. In fact, this will dilute your efforts and slow down your growth. Make all of your online efforts work for you by having a strategy and place and use those channels to complement your efforts.
avoid joining the ranks of failed new businesses.
Whilst starting a business may sound sexy and exciting, you need to do the groundwork first. Unfortunately, there is a misconception that starting your own business will make you a fortune overnight – and it simply won’t.
Those who are successful have done a lot of work that you can’t see on the surface. They may have also had more money to invest in their concept or had others help them along the way.
All businesses begin at different points, so the key is to not compare yourself to others and ensure you are riding your own horse in the race. Start small, build momentum and then look to scale or grow once you have the basics down pat. Be prepared to do the hard yards and understand that it will be a roller coaster ride. It’s not all unicorns and rainbows, but if you stick to your purpose and why you wanted to launch a business in the first place, you will have more success.
Align with the right people, whether this is via collaborations or mentors that can support your growth. A great and successful business is not achieved alone. You need the right support and guidance to get where you want to go.
If you have any questions or would like some online visibility help, get in touch!
Doreen Brown from Let’s Get Visible has 9 plus years of experience working with small to medium businesses using ethical & evidence-based Digital Marketing and SEO strategies. She also has a podcast and online academy to further support businesses with their visibility needs.