It’s Already Yesterday
The tools we use to conduct business are moving and changing faster than ever before. Its a wonder anyone can keep up. What used to take 12 years to gain critical mass use is now taking 12 weeks.
Sometimes, as a business owner warms up to the idea of finally implementing a “new” tactic or tool, that is already yesterday’s practice. Thankfully, the core elements of doing business have remained for centuries – even though the tools are changing faster than we cook microwave popcorn.
Horse and Buggy on the Highway
In the mid-90s, there seemed to be a gold-rush towards getting your own “dot com”. Yet, still more than 30% of small businesses don’t own their own website or domain. If they do have THEIRCOMPANY.COM, they often don’t “own it” or “operate it” because they’ve “outsourced it”
When you think about it, 30% is a large number considering the “dot.com” rush began just over a dozen years ago. That number isn’t talking about companies without blogs, social media, or mobile sites and apps – it’s businesses who don’t have their own web sites.
The number is probably much higher if we consider independent contractors and people who might work from home or don’t operate with a business license.
Last year, Google released two numbers that should’ve woke up the sleeping small business: 20% and 40%. Both have to do with searches for local business: 20% of all web-based searches are for local businesses and 40% of all mobile searches are for local businesses.
If a business does get found (“if”), what does the searcher find? Well, if it’s one of those businesses in that 30% that don’t own their website, it’s a 3rd party site. Who knows what the reviews say, if there is correct contact information, and are the descriptions and images accurate? That’s why it’s so important for a business to own their own site, the content that gets displayed, and their presence and applications on different platforms.
Does Your Company Operate, Supply, and Measure its Own Web Presence?
In recent posts, we looked at the importance of a company’s web presence. The call is to “Own it“, to “Stock it“, and to “Measure it“. Unless you’re a 100% web-based business, your web site is not a destination point – it’s an access portal. One that connects customers with you – and vice versa.
When your customers come in your front door (an access portal), there is a path to you – be it an aisle or a recognizable fixture like a desk or counter. When your customers call you on the phone (an access portal), they recognize you by how you answer the phone. When customers go to your web site … you do have one, yes? … the web becomes an access portal.
Would you remain in business if you closed other access portals off from customers? Likewise, you should keep access open with a web presence and a mobile presence. This is part of being in business these days.
It’s Not About the Technology – Think Talk-nology
Stop thinking “technology” and start thinking “talk-nology” – You probably didn’t build that front door to your store, but you use it. You probably didn’t wire the telephone system, but you use it. And you don’t have to design your website or blog or mobile app – but learn how to use it.
It’s simpler than you think – and you’ve probably been doing the same thing (with different tools) for years. One way to do that (at your own pace with a community of business owners) is The Dialing 8 Project:
Companies that are engaging and employing social business are reaping the benefits. That’s because they plan on staying in business.
Does Your Company?