The shift to online research and purchasing is nothing new but the COVID-19 Pandemic has forced an acceleration many businesses were not prepared for. As many businesses were forced to limit the number of customers they could have in their store or close all together it drove customers to get their answers online.
Consumers turn shifted to online research (Home Improvement Research Institute)
The building materials industry, especially those of us in masonry, are known for being last to catch up with technology. As the digital shift is forced upon us we will be left with two options: adapt or go out of business.
How to Improve Your Online Presence
As we continue to develop our online presence we have been fortunate enough to work with some of our Authorized Dealers and their customers to help adapt. Here are some tips to help you get started:
1. Build a Website: It's hard to believe we need to say it in this day and age but if you don't have a website you're missing out. Social Media is a good complement to your website but one algorithm change can sink you. Invest in your website and create content. It will be the hub of your content creation and help you generate leads so you can calculate your ROI.
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2. Social Media: We know how it easy it is to get overwhelmed with all the networks and a new network popping up every week (at least it feels like it). Instead of trying to be on all of them figure out which one or two works best for your business and start there. In many cases you'll find the content you create for one network, like Instagram, can be used on another, like Facebook.
3. Create Quality Content: You created your website and social media accounts, now what? The secret formula to getting started is to create quality content consistently. If you're one of the people who created an account, posted for a week, and then said, "this doesn't work", I am talking to you. There is a lot of information online, how will you engage your audience? Hint: shouting about how great you are or cheap prices is not the answer.
4. Claim Your Listings: One of the easiest ways to enhance your presence online is to claim your listing on Google and other search engines. This will add credibility to your company and likely improve your ranking in search. You can also provide updates including your address, phone number, and business hours.
There are many ways to improve your online presence but the most important things is to start. The longer you wait the more ground you'll have to makeup when you finally decide to bring your business into the digital age.