Welcome Back! In our last post we started with the very first step you need to tackle when taking your local business online – which was finding your audience. If you haven’t read that – you can get to it here. It’s important to run through this process in order, so be sure to check it out if you haven’t yet.
Next, let’s discuss the purpose of your online efforts.
Ok, this is really simple. You need to have a clear purpose – a single most important goal. And that’s not to say there can’t be many goals with your online presence – but you need to pick the most important one to start – so you know where to focus your time, energy and money during ‘launch’ phase.
I always suggest that the primary function of any online business is lead generation. Building a list of prospects that you’ll convert into paying customers (we’ll discuss that more in a bit).
Making sales is important – but nearly all businesses are better off making the sale through proper followup – not by going for the cash first.
With most brick and mortar businesses you’re able to meet with your prospects face to face – to engage with them and to build immediate rapport.
Online is different… it’s, well… colder.
You need to give new prospects some time to learn more about you and your company – to interact with you through a couple of different channels and to bond with you – before they make a buying decision.
By the way, we have proprietary technology here at NH Strategic Marketing that allows you to use ‘direct to voicemail’ voice messaging, SMS Text Messaging and Email followup to communicate with your new leads – completely automated and hands free– all allowing you to meet your new prospects where and when they prefer to be met. This technology will change your business.
If you’d like to learn more about that, simply reach out to us through whatever method is most useful for you. You can get our contact details here.
Ok, back on track…
So the primary purpose of everything you do online should be to build your contact list. This means that your website, landing pages, social media actions, content and press releases, articles and blog posts etc. all need to do one thing: drive people to register for your ‘offer’. We call the offer a ‘lead magnet’ and we’ll cover that in great detail very soon.
Alright, so today’s primary point: start building your list and following up with people who have raised their hand to hear form you. And start building trust and rapport. It’s a little harder to do online, but using the right systems and tools it can be every bit as effective as a face to face interaction (or darn close ;) And if you are building your prospect list, and regularly engaging with your prospects – that’s great! Now… start building it faster!
Next week we’ll discuss the first steps to establishing an online ‘Presence’ for your NH Small Business – you won’t want to miss it!
And if you haven’t yet had us complete a ‘Business Breakthrough Blueprint’ for your business – you should do that today.
See ya’ next week!
NH Strategic Marketing, Founding Partner