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How Your ‘Tiny’ Website Can Make an Impact Online
Small businesses often have small websites and thus an equivalent small online presence. This often limits business owners with a ‘tiny’ mindset when it comes to making an impact on the internet. This is hardly the case as many small sites have grown into giants with massive reach and following.
As with anything that has value, success is often found in the intersection of effort and opportunity. This article will share some insights on where to put your effort and find opportunities to grow your tiny website into a giant with your online presence.
Content as Evidence of Existence
People live realities on the internet. If you want your website to be noticed by your audience, you need to have content published on the internet. Content can be anything from blog posts, comments, images, videos and other things that can be shared. All of these things add up and are indexed on search engines. These become evidence that you exist on the internet and in turn become the proof that you also operate in the real world.
People often search for businesses and review their ‘quality’ by what shows up in the search results. It is important to present your audience with branded and well-curated online objects of your business.
On-site Content: Write Blogs
Blogs are the baseline requirements for any successful long-term online presence. They are the basic content that any good online marketer should have. Their value outweighs the effort needed to create them. See the infographic below from Adespresso.
Nonetheless, blog writing does not have to be too technical.
Where can you start?
Be your own customer and write about topics that matter to them. For example, if you are in the HVAC business, write on topics on how to spot issues with your airconditioning unit or how to maintain a heater. Think of a user’s pain points and help them with overcoming them. Moreover, make sure to not only publish content and publish often. It does not have to be daily, but make sure you publish something at least monthly. Otherwise, people will think your company has gone out of business.
On-site content: Branded Photos
Post galleries of your facilities and equipment. Make sure to add photos of your personnel and maybe even your customers (with permission, of course). Watermark them with your logo if possible.
People often peruse images to get a glimpse of the ‘human’ side of your business. Photos found online will give your company a personality and credibility. If you present photos of your team or your facilities, meta tag them with your business name so that they are easily found on Google Image search associated with your brand.
Off-site content: Q and A
Participate in conversations that relate to your company. Create accounts on places like Quora or similar quality forums. Answering questions related to your industry is a form of published content that may be invaluable opportunities for reaching people. Give smart and useful answers. Make sure you link your company site on your profile. You can also use topics on these sites as a jump-off for new content on your blog.
Advanced Off-site Content: Videos
Videos take extra effort in creating but they are also a valuable form of content. They will require a bit of budget for production and post-production. You do not need special equipment as any decent mobile phone can shoot and edit videos. However, it is critical that you plan the content that you create. What kind of content can you create? Make guides on your services, Q and A’s, or even ‘Unboxing’ videos, or product reviews.
How do you eat an elephant?
One spoonful at a time.
Creating a library of content related to your brand does not happen overnight. Building your online presence is a matter of consistent effort — find out what is important to your customer, create content for it, publish it on your site or off-site, and repeat.