Every occupation has its tools of the trade. A plumber would be nowhere without their plunger and wrenches, among other things. A chef would be lost without their knives, pots and pans. A politician would struggle without the ability to convince voters that no, this time they really mean it, they can fix the country.
Increasingly, almost every business worldwide is now an online business. Some completely so, and the vast majority of others have an online presence at the very least. This means there is one more tool we’d all be flailing in the wind without. The World Wide Web. Your laptop, your mobile devices and any desktop computers you may have – they all go together to grant you access to a business world.
Now, a butcher who doesn’t know how to use a cleaver is just a hazard. A singer who doesn’t know how to hold a microphone is a mime. And anyone who doesn’t know how to use the internet is going to struggle in 2017. Getting your business online and positioning it in full view of the people you need to reach means going the extra mile. If that means you have to become an old dog who learns new tricks, so be it.
Why Read When You Can Watch?
That’s not a question directed at you. You’re reading this, aren’t you? Plenty of people out there will choose to read a page rather than watch a video. We have televised news broadcasts, but people still pick up a paper on the way to work. Sometimes information is best conveyed in the written word. Some people, though, consume information better when it’s visual.
This is why, if you want a real boost for your business, you need to bite the bullet and get a YouTube channel. And just typing those words is enough to send readers into a blind panic.
“You don’t understand; I’m really not very telegenic!”
“I can’t speak in front of a camera. I always sound like I’m reading, even when I’m not.”
“Everyone with a YouTube channel is a millennial with a fantastic haircut. I’m 40 and fighting baldness.”
Some of that may be true. But you need to get creative with it. If you’re not comfortable in front of a camera, rope some friends in. If you’ve got a bit of cash to spare, hire an actor for the day. Believe me; some very fine actors are working day to day just to pay the bills. It doesn’t cost as much as you’d think.
If you suspect that no-one’s going to watch your videos, think outside the box. Viral YouTube videos have brought worldwide fame to tiny businesses with no apparent USP outside their hometown. Check out this guide to see how people are using online videos to get attention for their online efforts.
If You Have A Blog, Use It Properly
Blogging is a powerful tool for online business. More and more people are developing hobbies and interests they wouldn’t have considered years ago. Instead of reaching for a book on the subject, they now look online. If you have a blog, don’t just put prosaic instructional posts on there – take an informed, interesting stance on things. Open the floor to readers and write a blog post to answer their questions. Use SEO, and get ranked in search engines. Readers will become customers.
Are You Harnessing The Power Of The Meme?
If you’ve spent much time online, you surely know what a meme is. If you’re not sure, have a look at Doge or Annoyed Picard. Yes, they may irritate you, and some of them may be very short-lived (RIP, Dat Boi. We hardly knew ye.). But they are also incredibly powerful if used in the right way.
A good way to use them is to have Picard exasperated at why people aren’t checking out your low prices. A bad way is to use “Keep Calm And…” followed by a reference to your company. It has been done a thousand times, and there is no way to make it fresh.
Finally, If You’re Going To Use Social Media…
Which you totally should, then use it in an engaging way. Just linking back to special offers won’t bring people in, because they have no reason to be interested. Join in discussion of issues relevant to your business. By all means, use it for customer service, but if the complaint escalates take it to DM or call the client. And never, if you value your company, get drawn into a flame war with a troll. You won’t win, and there is such a thing as bad publicity.
Most of all, build organic relationships with followers. Have a human voice behind the account, and you can flourish online.
