Online Strategy for Small Business Owners
Today there is an abundance of sites where people can find information about your business. Of course there are the GoldenPages and Google places, but are you aware of Yelp, qype, Hotfrog, Sayso, cityplug and Foursquare? And do you know if your business information is shown on one of these sites?
For many business owners keeping up with all these sites is a big challenge. You need to invest time, money and know-how, and these components are not always available for everybody. Managing all these accounts/interactions can quickly become a full time job, even when using some of the social media apps available (check out the social LUMAscape). It becomes even less interesting if you lose the overview and have no idea about what is being said (positive of negative) about your business.
So what should you do?
First you need to focus on what your vision is, what you want to achieve, what your target groups are and how much time and effort you can invest. Based upon that you can define your online strategy.
Some of you just want to make sure that your business information is distributed correctly across the entire network. So your goal is to find out where your business is mentioned and manage your business information.
Others want to take it one level further and add a social component to your online activities. It is always important to engage in a correct way with your different user channels. Based upon your needs you can set up a business page on Google +, or Facebook places, develop a corporate blog, or create a Twitter, and/or LinkedIn account.
And maybe there are a few of you out there that want to take it even further than that, making these digital campaigns the cornerstones of your marketing strategy and thus expecting not only to have clear goals set, but also to have clear KPI’s (per channel), and have a clear overview of every click/interaction so you can investigate what works (and what doesn’t).