“We lived on farms and then we lived in cities and now we’re gonna live on the internet” – Sean Parker. The Social Network 2010.
Google is the new high street. We can find anything on any street in any country. No more picking specific areas because they suit what you need. Everything you need can be found at the touch of a button. This is both a positive and a negative. The positives are obvious: easier to connect and opens you up to a world of possibilities. The negatives can be much more cruel. There is nowhere to hide. Your shop that specialises in custom built banana cases may have received spill off by being geographically located near a bigger, more well known fruit case wholesaler. There is no geography online (not organically, anyway). You will live and die by the product. It is the survival of the fittest. You can however, help the fight for survival with a solid online presence. Thankfully, the banana case is a superb idea. You will be fine.
Too many small businesses have terribly outdated websites or amazingly, none at all. Surely that in this day and age, everybody should know how necessary the website is for their business. It is the most basic and crucial marketing tool available. You are most likely to be discovered online. People do their research on products and companies before they make a purchase. If you don’t have a website or a poor one, you are very likely to miss out on potential business. How am I to believe that your banana case is the best around when you do not have the budget to create a decent website? Obviously business cannot be booming. You need to show off. If I see your incredible website, not only am I happy to spend more time on the website but it leads me to believe that your product is selling due to its high quality.
It is becoming increasingly difficult to gain attention online. There are thousands of websites for every niche industry in the world. So, when someone stumbles across your website, it is crucial that your digital shop window is immaculate to capture and maintain their interest. Make sure that you have spelt Banana correctly. It can be a bit tricky, I know. The website should be as flashy and eye catching as possible without losing any usability. You want the user to be informed about your banana case while keeping them entertained. You could have the world’s greatest advice about how to make a million pounds using your banana case on your website but if it is buried within dull text, no one will read it. The design should be impressive while easy on the eye, the text should be snappy and straight to the point. If your shop-window impress’ me, I will want to pop inside and have a look around. Christmas is just around the corner and I have a big family who would all find banana cases rather APEELING.
How do we bring people to your shop window? You can explain to all your family and friends how great your banana cases are. You can go through the benefits of an unbruised banana and how all the opposite sex will desire you upon seeing you whip your banana out of the case. Let’s face it, your friends may not actually care. We should find your target audience, but how? Social Media! Social Media is always a superb way to find your target market and bring them kicking and screaming to your shop. Social Media supplies you with a wonderful opportunity create a wonderful story about your brand. You should always try avoid just trying to sell things on Social. “Banana Cases – 5.99 #GoodValue #Banana” will never work. It is a social space. Speak WITH people, not AT. Post interesting content that will make the users engage and interact with the brand, they enjoy your content which in turn will result in them enjoying your product.
The competition is fierce out there. Banana case stores popping up on every street corner. The very least you can do is have a great website that highlights the strengths of your product and a social media strategy to promote brand awareness and drive traffic to the website or your “shop window”. Once they see your amazing banana case website with the interactive peeling option, it will drive them BANANAS and they will be desperate to give you their money.
So many Bananas. So few cases.
Do you need help creating & maintaining your digital shop-window?
If you fancy a chat about all things digital or you want some tips & tricks, throw me a mail on firstname.lastname@example.org.
I wrote this for my old company, CHC Digital.