Section 1 - Establishing your online presence
Today, having an online presence is crucial for small enterprises. In today's landscape, most customers are active online, making digital platforms essential for them to discover, interact with, and purchase from businesses.
In this section, we provide a summary of how to acquire the knowledge and skills necessary to establish your website and social media presence. We will explore what tasks you can handle independently and identify areas where you may require assistance.
1. Gaining expertise in digital marketing
Ready-made tools: Ten years back, much of digital marketing demanded specialized technical skills. However, particularly for small enterprises, there are numerous tools available that can be utilized effectively by individuals with minimal experience. Many times, you can experience them at no cost for a few weeks too.
Digital resources, webinars, and brief training programs: Gaining knowledge and skills has become significantly more accessible, often at no cost or for a minimal fee. At times, just searching online for guidance can provide you with the solution, or if you’re utilising a digital platform, the service provider frequently offers training resources for your benefit. Additionally, entities such as Business Gateway offer a rich array of resources, including live webinars, pre-recorded courses, and personalised one-on-one guidance.
Delegating tasks to external partners: There often comes a moment when, despite possessing the skills, time becomes a scarce resource. If you find yourself so engrossed in the daily operations of your business that you struggle to find time to promote it, it might be the right moment to consider seeking assistance. No matter what skills you require, you can likely find freelance assistance at a budget-friendly rate. For more extensive projects, collaborating with an agency might be more advantageous, as they can leverage a variety of skill sets and offer a comprehensive multi-platform strategy.
Recruitment: Certain businesses may never require the extent of resources that would warrant hiring a dedicated recruiter, such as those that primarily expand through word-of-mouth referrals. However, if you are managing a burgeoning eCommerce venture, then digital marketing will be essential. As your business grows, you might consider hiring a professional to oversee your digital marketing and promotional efforts. Consider exploring the option of partnering with someone who has the relevant experience to help distribute the responsibilities. In any case, the individuals you bring on board will typically require a budget to outsource specialized components, as it is rare to find someone with all the digital marketing expertise you require.
2. Establishing and managing a website
The exciting development is that you can now create your own website without needing extensive design or technical skills, thanks to platforms like Squarespace, Weebly, WIX, or Shopify.
Establishing your own website
A straightforward information website featuring a contact us form can be quite effective.
What many businesses require is access to information that includes:
Our story - discover the motivation behind our business, our location, our team, and perhaps a glimpse into the backgrounds of our key personnel.
Details of your offerings and pricing
Details on how you provide your products and services, including lead times, delivery options, terms and conditions, directions to your location, and frequently asked questions.
Get in touch with us - reach out via phone, email, or through our contact form.
Statement on privacy policy and acceptance of cookies
Very small businesses can organize this on a single web page, while others might opt for separate web pages.
Numerous individuals successfully incorporate essential ecommerce features, online booking, and payment capabilities through these platforms. They typically provide clear instructions and guides to assist you in getting started.
When you might require assistance with your website
In certain situations, it can be beneficial to seek assistance from a freelancer or a small agency to enhance the design of the site, giving it a more polished and professional appearance. This assistance can also guide you in outlining your user journeys, ensuring that customers can effortlessly navigate your website to reach out, place orders, or make bookings.
A budget ranging from £500 to £5,000 is typically adequate for a small website that has a clear and straightforward brief. This includes the essential build, some copywriting, and a brief training session to help you manage updates effectively. If you require a brand to be developed for your business simultaneously, there may be additional costs involved.
For those engaged in online sales, it's essential to invest in high-quality product photography and staging. You can either acquire the skills yourself by watching instructional videos on platforms like YouTube or hire a professional photographer to enhance your product presentation.
Once the site is transferred to your ownership, it is beneficial to maintain a modest monthly retainer. This way, you can easily reach out for technical support or request additional design or copy assistance whenever necessary.
Managing your website independently
After establishing your website, it's essential to designate someone within your organization (perhaps yourself!) to take on the specific responsibility of its maintenance. For a basic information website, it might be as straightforward as scheduling a monthly review to ensure that the content remains current and everything is functioning properly. In the rapidly evolving pandemic landscape, numerous businesses have had to ensure that their opening hours and updated policies are accurate.
Transactional websites require additional effort, but depending on your product range, you might still manage to keep it updated on your own and even pen a few brief blog posts each month.
When you might require maintenance assistance
A substantial content or transactional website might ultimately need to hire a part-time or even full-time team member to ensure that product and other information remains current. They would probably handle additional digital marketing tasks as well as address customer inquiries.
3. Social media platforms
The initial decision regarding social media is determining if establishing a social media presence is essential for your business. If that’s the case, then it’s about selecting the right platforms to engage with. A variety of businesses will encompass a combination of:
LinkedIn is ideal for businesses targeting other businesses directly
Facebook is ideal for businesses targeting a local audience or catering to individuals of various age groups, especially when your product or service requires detailed explanations through written content and visuals.
Instagram is ideal for showcasing products or services that cater to individual lifestyles, especially if you have compelling visuals to highlight them.
It’s a misconception that every business must be present on all platforms, especially when resources like budget or time are limited. This is a prime illustration of the importance of prioritizing quality over quantity. Every platform you engage with demands resources to establish and sustain a presence.
Fortunately, testing activities on various platforms is straightforward, allowing you to discover what resonates best with your audience. However, it does require time to cultivate a substantial following that can significantly influence your revenue.
After selecting a platform, you will require the necessary skills and resources for:
Strategic content development and creation
If you are a specialist start-up in a cutting-edge field like science or technology, it may be more feasible for you to generate your own content at the outset. Finding an affordable agency capable of developing original content from the ground up can be quite challenging.
When you might require assistance: Alternatively, you can collaborate with a freelancer or agency to refine your content, ensuring it aligns perfectly with social media platforms. This can be quite beneficial if crafting captivating content isn't your forte, or if there's a chance your technical expertise might be too intricate for the average audience.
Photography
What you can do on your own: In the initial stages, you can maintain simplicity in your images by utilising collections of free images from platforms like Pexels or Unsplash, and of course, capturing your own as well.
When you might require assistance: For your own products, it’s often beneficial to invest in a collection of professional product photography and appropriate styling.
Visuals
You can take charge and create your own graphics. Today, numerous tools are available for generating images suitable for social media and other platforms, designed for individuals with little graphic design background, provided they possess a keen sense of aesthetics. Most options come with both free and paid packages available. Check out Canva or similar platforms like Piktochart for more infographic options.
There are moments when seeking assistance becomes essential: Similar to copywriting, you might find it beneficial to collaborate with freelancers or small agencies. This allows you to allocate your resources more effectively and elevate your content to a more professional standard. However, prior to proceeding, ensure that it is truly necessary.
Visual content
What you can do yourself: Promoting your business through video isn't always essential, but if you choose to do so, keep it short, simple, and genuine—there's no need for high-end production.
When you might require assistance: If video is an essential component of your product, such as in online training, it’s important to invest in equipment like a microphone and basic lighting, which should not exceed ₹20,000, along with some video editing software. You might consider engaging freelance or agency assistance to help you quickly get up to speed, enabling you to manage it independently. Alternatively, once you confirm that video is a significant revenue driver for your business, you may opt to invest in additional support for design, production, and editing.
Community management. This includes planning posts, as well as overseeing and replying to comments on all your platforms and messaging accounts. Based on your industry and the current phase of your business, aim for a minimum of two to three posts each week, with a maximum of two to three posts daily, all of which should be open for comments. It is crucial to appear responsive, and managing your social media presence while operating your business can be quite distracting.
What you can accomplish on your own: If your business primarily operates from a desk or relies heavily on social media as its main platform, and you have the dedication and time, you might be able to handle this on your own. Platforms such as Hootsuite and Sprout Social can assist you in managing your online presence effectively. It is feasible to develop messenger chatbots on Facebook to assist in addressing common inquiries.
When you might require assistance: If you find yourself frequently on the move or busy with various commitments and lack the time to effectively manage and engage, it can become challenging. In such cases, seeking support from a freelance community manager could be beneficial.
Explore the second part to discover how to enhance your digital marketing efforts through email, search engine optimization, and pay-per-click advertising.
4. Additional Assistance
Explore our comprehensive guide that walks you through establishing your digital presence, along with our insightful article on attracting new customers through digital marketing. This will provide you with an overview of various digital marketing channels to effectively promote your business.
Our DigitalBoost program provides extensive support and resources for everything related to the digital landscape. Enhance your skills across various subjects such as digital strategy, eCommerce, social media, and more. Make the most of our complimentary digital health check, webinars, guides, and video tutorials.