As a proud Canadian small business, we are also proud members and supporters of CIRA, an organization that manages .CA domains (like ours) and works to build a safe, stable and secure internet for all Canadians.
We recently attended their latest ‘fireside chat’ with ‘tech titan’ Michele Romanow, a ‘Dragon’ from CBC’s Dragon Den. She’s also Co-Founder and President of Clearco, which provides capital solutions for e-commerce, mobile apps, and SaaS (software as a service).
As such, Michele has her pulse on all-things digital marketing and ecommerce, including how to survive online in a post pandemic world. Her tips for small businesses in particular really hit the mark.
Keep reading for some invaluable insights from this (fellow!) online marketing guru. I think small business owners will find these especially useful.
Diversification Is Key
Just like small business owners don’t want to rely on one supplier, Michele reminds us that you don’t want to rely on one platform for your customers to find you.
Thanks to the pandemic, small businesses were forced to get online quickly (in fact, we helped many of our small business clients manage this ‘pandemic pivot’). This huge leap forward should continue to support their business and their bottom line, because when you’re online, that’s one more way to reach potential customers.
And of course, diversifying online means more than just maintaining your website. You also don’t want to be getting all your traffic from one online source.
Like Michele says, what happens if you get all your traffic from Facebook, but then Facebook changes their algorithm? Diversifying in all areas is one of the best ways to future-proof your business.
READ: Selling On Social Media Without Driving People Away
Social media is one of the best marketing tools out there. But you really have to approach it the right way or you could alienate your audience.
Here’s how to increase your odds of success.
Use Your Website To Test New Ideas
Good websites aren’t cheap (and if your website is cheap, you probably got what you paid for).
But they’re so, so much cheaper than a brick and mortar store.
That’s why Michele especially recommends entrepreneurs start new ventures digitally. See if you can get customers excited about your brand. Start making sales, get some success first, and then move into a physical space.
Focus On Retention
According to Michele (and us), customer retention is essential, no matter where you’re doing business.
It’s easy to get people to walk into your store or stumble onto your website.
Getting them to come back? That usually means a good lead magnet and active newsletter, along with killer social media engagement. People tend to have criminally short attention spans, so you also need to develop a memorable brand identity to stay top-of-mind
But turning buyers into raving customers? Well, that’s up to you. As a digital marketing firm, we can help you get customers – lots of ‘em. But it’s your job to make them fall in love and keep coming back for more.
People Want Authentic Experiences
The pandemic has taught us that people enjoy supporting their local businesses
Michele believes that the pandemic has taught us that people really want to shop local and support small businesses. They want direct those brand experiences that you can only get from mom-and-pops.
This is great news for small businesses. You don’t need to have the marketing budget of the ‘big guys’ to compete. You just need a team on your side that knows how to make the most of your marketing dollars.
We help companies and entrepreneurs get online, easily. Please contact us if you’re ready to start showcasing your business to the world!
To your business success,
Susan Friesen
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About the Author, Susan Friesen
Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.
With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.
Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.
Visit www.BrandIdentitySteps.com and download your FREE guide: "Unlocking Customer Trust and Business Growth: Your 7-Step Guide to Defining a Compelling Brand Identity that Appeals to Your Perfect Clients".
