Getting online is good for business
Consider getting online if you aren’t already there. An online presence is key to:
- increasing sales
- displaying your goods or services
- making it more convenient for customers to find out who you are and what you offer
- staying at the front of customers’ minds
- always reaching your audience.
Planning is key to success
To get the most out of your marketing, you’ll need to have a good plan. Be clear about exactly why you’re advertising.
Think about your customers
Start by thinking about:
- who your customers are
- what triggers them to buy
- how they buy from you
- which online channels will appeal to them.
Think about what to focus on
Prioritise what gives the most bang for your buck.
Every situation is different, but here’s what generally gives the most return:
- targeted advertising (such as pay-per-click advertising: getting search engines to link to your website in search results)
- making content easy to find (including using search engine optimisation)
- email marketing and social media marketing.
Think about online safety
Make sure you keep your customers’ information safe. Good cyber security is crucial for your online business. Make sure you know how to:
- keep customer data safe
- keep online payments secure
- reduce the likelihood of cyber-attacks.
Choosing how to sell
If you want to sell online, you have several options. You could sell on an online marketplace, on your own website – or on both.
An online marketplace is quick and low-cost
Choose an online marketplace if you want a low-cost presence where many customers already are.
But you’ll have to compete and opportunities for your own branding will be limited.
Your own website gives you control and flexibility
Use your own website if you want to control the whole online experience and market directly to customers.
But setting up a website costs money, and maintaining it takes time and skill. You’ll also have to attract visitors to your website.
Having engaging content is essential
Whatever platform you use, getting your message across clearly and persuasively is essential.
Double check that your content focuses on your customers.
They want to know how what you have to offer relates to them and solves their problems. Be sure you explain how your product or service is useful to them, not just what you can do.
Remember that people are short on time and distracted. Make your content easy to follow so they get your key messages.
Use different channels to reach customers
Websites and a social media presence are common ways of reaching and building relationships with customers.
But other channels may work for your business too. For example:
- referral marketing
- email marketing
- content marketing
- online chat.
What's next
Business planning
Choosing the right business structure
Business and financial advice
Governance
Marketing strategy
Business strategy
Strategic finance
Innovate and collaborate
Building a brand
Regional Business Partner Network