The Digital Debut
Prior to the pandemic, many small businesses were able to compete and thrive by relying on highly convertible, word-of-mouth referrals and more traditional marketing efforts. Your happy client translates to the next happy client — and an exponential growth curve emerges.
A robust digital presence does not replace the importance of referrals nor does it preclude the need to network and develop relationships with referral sources — yet a digital presence is necessary, particularly now. It supports your message and showcases your value and expertise to those that know you… and those that don’t.
Many of my clients are at the beginning stages of development; others are making enhancements or updates. For the novice, the digital landscape can be quite daunting. Where to begin?
Each client approaches change differently and embarks on a unique path. Here are a few overarching suggestions to keep in mind:
Find a middle ground: When tasked with something new, each of us has a go-to persona: do we grab the bull by the horns or do we run and lock the gate? Social media, in particular, can appear overwhelming and time-consuming. Don’t expect to learn it all in one day. Instead, the best approach is to prepare yourself for a strategic, methodical introduction to digital and content marketing.
Do Your Research: There are myriad platforms, programs, and tools that you can use to engage with your audience. But first, who is your audience? What do they value? What do they need? Where do they spend their digital hours? Take some time to think about and research your customer because this will help streamline focus.
Take a Bird’s Eye View: Whether you’re just starting out or not, the decision to increase or update your digital presence offers an opportunity to take a look at your brand and offerings. Is this a time to make some upgrades to your messaging or service models? Maybe a refreshed logo? This is a great time to have those discussions and consider your options. I recommend creating a vision board or doing some soul searching with your brand. I’ve used this brand identity kit from from Column Five with clients. It’s layout and content helps to initiate thoughtful discussion and brainstorming.
And remember, we work together on all of these points and more! A first step is just that — a first step into increasing your digital presence and creating a virtual space to connect with potential clients and customers.