Due to the impact of COVID-19, many small businesses are focusing more on growing their online sales and marketing efforts. Many businesses already had some sort of online presence, but for others, it is a completely new adventure.
Whether you focus more on your brick-and-mortar location or online, having an effective online presence can make all the difference to your business. Sales reached $3.5 trillion in 2019, and according to Statista, by 2023, e-retail sales are estimated to account for 22 percent of all retail sales worldwide. Just at bbb.org alone, Eastern Michigan resident searched for online retailers over 414,000 times increasing 36 percent from 2019, which suggests that more and more people are researching businesses online before they buy.
According to the Better Business Impact Report: The next frontier of online retailers, one-third of small business owners do not believe they need a business website. Due to business closures in 2020, the only way some people were able to conduct business was online. Also, with the increase of online activity, there was also an increase in online scams. Michigan residents reported losing over $176,000 from online shopping scams and another $32,000 was attempted. One can argue this made consumers wearier when making purchases or opening emails from businesses. That is why it is important to have a positive online presence.
Online business reputation management includes the importance of verified customer reviews. This is because many people will only do business with people they trust. If they have never done business with the company before, they want to see other people’s accounts of what they experienced. It is important to listen to your customers and be responsive.
In the 2020 Better Business Impact Report: The next fronter of online retailers, BBB analyzed 76,000 positive customer reviews to see what resonated most with buyers. The research ranks affordability, punctuality, friendliness, and communication as top qualities for consumers when reviewing an online business.
Customers tell BBB that their online experience is negatively impacted when the product never shows or arrives late. In reviewing 400,000 complaints and negative customer reviews, about 50 percent of customers claimed their item was either late or never came.
BBB also found that approximately 30 percent of online retail complaints and negative reviews alleged that the product was flawed or incorrect. Many of the complaints submitted to BBB mention a broken item, counterfeit goods and billing errors among other complaints.
Despite the saying “the customer is always right,” we know that is not always the case, but it is important to listen to your customers and respond. How you address customer concerns will impact your future customers. People buy from people they trust.
In addition to being responsive, here are some steps you can take to not only build trust with your customers but to also strengthen your online presence.
Be authentic. Creating authentic connections with your online customers can build trust and brand loyalty. Tell your story through branding and messaging and share your passion with customers by inviting them to know you better.
Join a networking group. One great way to market your business, meet new people, and exchange ideas is joining a networking group. It is especially essential for digital business owners who have no physical office or storefront to attract an audience. Most local communities have networking groups you can join for free, or you can explore different online groups on sites like LinkedIn and Facebook.
Grow your email list. If you’re looking for a strong return on investment with your marketing efforts, email delivers. According to Oberlo, for every $1 you spend on email marketing, you expect an average return of $42. Set up a lead capture form on your website to encourage people to sign-up or subscribe to your content, special offers, or receive company news. Facebook and referral campaigns can also help grow your subscriber list.
Create quality content. It does not matter the business – if you’re creating engaging content targeting your industry and customers, people will want to read and engage with your content. There are plenty of free and trusted online resources that allow you to set-up a blog, share videos, or create infographics. You can always use your social media channel as an easy way to create and post content for prospective customers.
Keep your promises and operate with transparency. Keeping the lines of communication open between you and your clients is essential. When you quote a price, honor that price. If you have given an estimated time frame for completion, make sure you hit your deadlines. When you are working on a long or complicated project for a client, it is critical to keep communication lines open and address any issues that arise as they happen. When you keep your clients in the loop and give them honest updates, you’re operating with transparency and building trust.
The bottom line is a positive, trustworthy online reputation is pertinent to your business’s success. Being responsive, transparent and visible are just some of the ways you can improve your online presence. You can view the complete Better Business Impact Report here.
