WORK SMARTER: What’s Your Business’s First Impression?

By Dexter Webster, CEO, dTc Advisory

In today’s dTc Buzz, I want to talk about your business presence. Your image is critical to your success personally and we see entertainers, athletes, business professionals and politicians spend significant time and effort in keeping up a great image. The image of your business is just as critical to drive revenue and grow your business.

If you have a brick-n-mortar, your potential customers will judge your service based on your storefront, your store’s interior layout/design and the quality of your customer service. In the digital world, your presence includes:

  • Your website
  • Your social media properties
  • Your online directory listings
  • Your organic search ranking
  • Your customer reviews

To reach and covert more visitors:

  • Your business information should be accurate across all properties
  • Your business should be listed on the properties where your customers are
  • Your business should rank on the first page of the local results
  • Your main service/product offerings should be communicated across all properties
  • You should manage your business reviews and engage your customers
  • You should personalize your business with employee bios (it’s about relationships and customers want to know who they are dealing with)
  • You should keep your content rich and fresh promoting special offers to engage your potential customers

According to Yext:

  • 4 in 5 consumers search for local businesses online
  • 73% of consumer lose trust in a business when they find incorrect information
  • 40% of businesses have incorrect online information
  • Incorrect or incomplete information causes businesses to lose potential customers at a cost of $10B annually

I would suspect most business owners will indicate cost as the major challenge to address their respective business digital presence or the business owner would indicate they are doing just fine with business revenues. My counter is:

  • Review your traffic for your digital properties to determine your conversion rate (if you don’t know, that’s problem and $$$ out the door)
  • If you know your conversion rate, calculate the increase in revenues with 1%, 5% or 10% increase in the conversion rate
  • If your increase generates more revenue than the cost to enhance your digital presence, I believe you have an easy decision to make
  • Additionally, another option is to assess your cost model or ad spend to redirect dollars to your digital presence.

Hopefully, I have provided some good insights into:

  • The importance of your digital presence
  • What steps you can take to improve your digital presence
  •  How you can justify the investment

If you would like to discuss your respective challenge(s) in more detail, feel free to contact us for a FREE consultation and learn more about solutions to promote your business across the digital ecosystem.

 

DWebDexter Webster, a proud Howard University graduate with a BBA in Information Systems and MBA in General Management/Strategy leads the day-to-day operations for dTc. Dexter has extensive experience in operations, customer service, technology, product and management consulting working for Fortune 100 companies. Dexter is responsible for developing strategic partnerships, and representing dTc externally. He can be reached at info@dtcadvisory.com.

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