I know, I know, we’ve all heard it before: we’re in the f*cking digital era. So, why haven’t a lot of you adapted yet? Many companies like GE, Ford and Procter and Gamble have failed at digital transformation, but you can learn your lessons from their failures. With all the lockdowns going around the world right now, your business can either remain stuck or you can do better and reach your audience, virtually.
Before we begin, let’s talk numbers for a sec:
- According to a recent GE Shoppers research, 88% of consumers research products online before making a purchase.
- According to SEO Tribunal, 97% of people learn more about a local company online than anywhere else.
- 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours.
- 78% of location-based mobile searches result in an offline purchase.
- “Near me” or “close by” type searches grew by more than 900% over two years.1
If we’re being real with you, just those stats should be enough to convince you to be online and optimize your SEO strategy. But in case you’re really stubborn, let’s take a peek at how you’re missing out if you haven’t gone digital yet.
First off, if you’re not online, you fail to be relevant.
Companies that have an edge keep up with trending topics and leverage them to market their products or services on social media. That’s lesson number one in being digitally successful. Remain relevant to your audience by knowing their interests and where they’re looking online (social platforms) and relating to them.
Without an online presence, you’re at a competitive DISadvantage.
Gone are the days when people would just walk into a store to make their purchase. If your customers aren’t placing their order online for home delivery, they’re at least checking stock availability for curbside pick up (yes, thanks again COVID-19).
You miss out on key analytics.
OK, so the best part about being online is you get to understand your customers better. From demographics, purchase behavior, interests, and more–all that information is readily available to you, helping you better target your message and ads to reach your potential customers directly online.
Again, if your business doesn’t Evolve, it will die. You’ll basically lose out on market share. A large portion of consumers are now online and you’ll completely miss reaching out to them.
You’ll also miss out on selling opportunities on social media. By that, we mean reaching out to the millennials, who spend a lot of their time on social media. Recent research by LinkedIn shows that there’s a strong correlation between achieving sales goals and social media presence. To understand social selling on their platform, LinkedIn has created the ‘Social Selling Index (SSI). The algorithm uses your LinkedIn activities to create a score from 0 – 100.
Those with a high Social Selling Index:
- Have 45% more sales opportunities
- Are 51% more likely to hit quota
- Outsell peers who don’t use social media by 78%
Ok, now that we have you on board, for those of you who are present online, here are some tips to reach your audience, digitally:
- Reach your internal audience: For staff meetings, we’d guess that most of you have already transitioned to Zoom or a similar platform. Well, what can we say? Remember to mute yourself if you’re going to the loo (trust us, we’ve heard stories). Try to wear pants, even if you’re working from home. Or if that’s really hard, make sure you never stand up while the camera’s still on (this happens more often than you know – we’ve been there!). For more hilarious Zoom stories, check this out.
- Optimize your social channels: Craft relatable messages to reach your audience online on LinkedIn, Facebook, Instagram, or Twitter (depending on where your potential customers have the largest presence). Boost your posts and use targeted ads to expand your pool of potential customers. Remember how Kit Kat doesn’t bend, but breaks? (aka iPhone 6 Plus/Bendgate scandal).
- Provide digital offerings: We know it’s not the same, but being unable to meet in person shouldn’t stop you. If dog training classes can take place virtually, there has to be a way to provide your services virtually as well. See if you can offer digital packages to your customers, if it’s a service. If you have a retail outlet on the other hand, there’s always delivery and curbside pick-up options.
Or better yet, do what we’re doing. We signed up for Going Global UK 2020, but with so many trade shows and conferences being put on hold due to COVID-19, we’re taking baby steps to reach our potential clients. We’re hosting webinars online to help businesses pivot during these uncertain times, and lucky you, the first one’s on August 13th, 2020 at 3 p.m. GMT/11 a.m. Eastern Time.
Presented by Evolve’s President and CEO, Tom Greenwood, attend this webinar for five ways to expand your business into global markets during uncertain times. To register, visit this page.
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