True story: I was in an independent bookstore recently. One of those little tucked away stores down a side street. You wouldn’t know about it unless someone told you about it. It’s a store I could spend a whole day in exploring the nooks and crannies, sitting cross-legged on the floor with my back to the stacks or in one of the comfy overstuffed chairs strategically placed around the store.
I approached the owner and asked if they were on the web. He told me that while they do have a website – they don’t see the value in “Tweeting or Friending.” I looked at the web site…disappointing.
There are many storefront businesses out there that feel the same.
I’m on a crusade to convert them to the “new world” of marketing.
Main Street business owners are usually concerned with the affordability of an on-line presence. Many are struggling to survive in a down turned economy. What they need to know is that in the “new world” of marketing, their business card IS their web site.
The truth is you can buy a domain name, get hosting and set up a professional looking site for about $200.
With that issue taken care of, why does a small storefront business need a web presence?
1. The “new world” of consumers demands it.
Along with the explosion of the Internet came a “new world” of marketing. The “new world ” is less expensive and far more efficient than the old order media marketing in several ways.
2. Most consumers shop the Internet first.
If a consumer is shopping your niche on the Internet, they are most likely ready to buy.
3. A good web presence will reach a wider customer base faster with tools such as blogging, video, Twitter and FaceBook
A recent study by Sage North America found that 51% of small businesses that used social media acquired and retained customers because of it. AND the two largest social media sites, Twitter and FaceBook are FREE.
4. Main St. CAN compete with Big Box stores with a simple but personal, informative, up-dated customer friendly web presence.
True story out of the June 3, 2009 New York Times: Century 21 Realtors switched from television advertising to Internet advertising and saw a 235% INCREASE in leads.
If a Main Street business with an online presence could see 10% of that growth it could translate into thousands of dollars.
5. Having a web presence builds credibility. A web site is an online “business card.” If a storefront owner has a well-designed site with great content, it will position the owner as an expert in his or her niche. In the new world of marketing it’s the “open for business” sign.
The “new world” of marketing is upon us. If Main Street America is going to survive and thrive then my goal is to show small business owners how to market their brand beyond the sidewalk.
