Today, people are “on the move”, searching on their phones while walking, while in conversation – watching TV. They are looking up, where to go for what is something which has become second nature.
Now it is up to a business to advertise where people are searching or they will lose out on new business. Can they exist off just word of mouth, or existing business? Perhaps – at least for a little while. There is however a strong doubt.
Small businesses which are advertising where people are searching will establish relationship with their new clients, who in turn will go to the business on line pages and leave recommendations and comments, which other searchers will see.
Business which is not advertising online will lose out altogether. It is difficult for some business owners to understand the changes in the market and the special urgency to change, and how important these changes are to their business. The new way of marketing, deriving from continually new electronic gadgets, are as powerful and fast as an oncoming freight train.
Here are some of the easy to understand rules for small business: Starting with the business domain name, especially for their online advertising and on their service vehicles.
When people use their names in a dot com address they must first assume that their name is not known. It also may be important to them, but not to a prospective client who searches. Not for Michael Brown, but a painter, or a dentist. If small business wants to be found by NEW clients, they have to learn very quickly, that they need to buy a new keyword domain for a few dollars so they are found by Google’s, Bing’s or Yahoo’s search engines.
A prospective client goes online, to find a business, they will search (as in my example) for a dentist (and so they won’t find dentist from all across the country or world, they most likely look for dentists in their home town).
The best domain name for advertising might even be: Dentist John Smith dot com, as a simple example. What their business is or does should come first, because it is what people use as a search term. Their name is secondary and can be somewhere else on the business page. People who do not know the name certainly won’t be able to enter it in the search, neither will people who know the name already – go online and look for them, they have no need..
In addition, advertisements such as: “I am the number one dentist in hometown USA” also no longer impresses. Searchers finding a business see previous clients who used the business before, often will leave feedback. This feedback can be devastating to any business, if they are negative. For a business, especially a ‘service’ business, such as a Physician, Dentist, Cosmetic Surgeon etc. To ignore the power of a feedback, May it be positive or negative. Is extremely important.
Astonishingly enough, I have rarely found serious abuse of feedback by a consumer. As anything, one has to take feed backs, both the positive and negative lightly, and speak to the business owner, if you have any questions.
When someone moves from one State to another, they immediately go online, looking up resources in their new home via Google and the feed backs of people who have used a particular business. If they find a negative comment, they continue searching for others, not wasting time. So – you see how incredibly important your online visibility is for your business.
Another difficulty for businesses seems to be the choosing of domain names. Most take the word “name” to mean – their personal name – not a name that someone not knowing them personally – would connect with their business.
It is utmost important to get a domain name which describes the kind of business they have. A domain name which helps searchers finds their business.
Let’s say you really are the best dentist in hometown USA, wouldn’t you want to be recommended online – Google places or yelp (and many other sites) for all the world to see?
Of most importance, right this moment, NOW – is to thoroughly understand the unprecedented pace at which technology is moving forward – cloud computing will help make all searches and everything else online even faster – more instant, businesses who are ignoring the changes or are not taking them dead serious, will undoubtedly be left behind in the dust their business competition who heeded the warning, is leaving behind..
Businesses have to make changes and they have to make changes now, if the business is to survive. As a business owner you must understand the principles of online searches, also called SEO. (Search Engine Optimization)
AGAIN – Your name is not of great importance to a new client, but what your business does- are of utmost importance. It is “sink or swim” for the survival of your business.