One of the first things people do when they see a new product or service is search for the company on Google or social media. Potential clients do their research to ensure the company is legitimate, trustworthy, and consistent. Research from 2019 concluded that 70-80% of consumers conduct research on a company before visiting a business and purchasing their products or services. Additionally, a staggering 97% of consumers go online to find local businesses and services relevant to them. These percentages have surely increased as the pandemic pushed us further into the digital era. Consumer research is a key reason for small business owners to invest in their digital footprint.
What is a Digital Footprint? Anyone who uses the internet has a digital footprint. It is essentially an individual’s traceable digital activities, actions, and transactions. There are two types of digital footprints, passive and active. This article will provide three actions small business owners can make to improve their active digital footprint. A stellar one can help small businesses gain credibility, and increase profits.
Have You Searched Your #Hashtag? Pro Tip: Create an original hashtag for you to use across all your social platforms. That customized hashtag will connect all of your content when someone looks it up. Copy and paste #AlexandraOnTheGo into your search bar to see all of me that pops up.
Creating Your Digital Footprint Developing your digital brand and presence can certainly be especially overwhelming for a startup business. Even though the process is difficult, it is essential. For small business owners, personal social media accounts can serve as an active resume and will always be tied to their company. Small business owners need to be their biggest hype queen or king, while remaining authentic and humble. Your digital footprint will follow you forever, so it is important to have a marketing and communications strategy BEFORE you begin.
First Steps 1. Develop a comprehensive company mission statement. A company’s mission statement tells your audience the goal your business has set out to accomplish. The mission statement should guide your company’s brand, communications, and marketing. This will help create consistency across your messaging.
2. You must create a user-friendly website.
3. Be authentic, always. Posting on social media can contribute to the positive online reputation of a company and an individual. Consumers connect best with content that is consistent, researched, and relevant to your brand (personal or company). Your active digital footprint should regularly be analyzed and improved. This can be overwhelming, so just remember to take it one step at a time. Connect with me on LinkedIn and subscribe to my monthly newsletters to receive more tips for small business owners.