So here is a list of 10 things that will make your competition not only smile but be genuinely happy you’re out there.
1. Not having a web site – Let’s face it, if you don’t have a website, no one’s going to find you, so you’re not much threat to the competition. Since 75% of all purchase decisions start online, your competitor will love you for not being there.
2. Not claiming your Google places page – An unclaimed Google places page or maps page is like having a Yellow Pages with no phone number or address. But the big difference is, you’re leaving the details open for anyone else to edit. And with the new Google layout showing the listings on the map so prominently, your competition will probably be sending you birthday cards and thank you notes for all the customers you’re missing.
3. Having a “Me To” website – You have a website like everyone else with a couple pages that give a basic outline of what you do. After all, everyone knows what your business does, right? But you competitor’s site explains in great detail what they do. A prospect visits your site and doesn’t see what they’re looking for, but they find it on your competitors site, you make your competition happy once more.
4. It’s all about me – Your website extols the virtues of how great your business is. Your fantastic customer service, your low prices, your quality product, blah, blah, blah. Your competitor, on the other hand, has figured out it’s not about them; it’s about the prospect. The prospect does not care how wonderful your service is, how great your product is or anything else about you. They only care about whether you can either fix their problem or remedy their pain. Whoever does this best, wins.
5. Web site has no call to action – You go to all the effort to drive traffic to your website only to educate your prospect, then watch them go to your competitor and purchase. Businesses get so concerned about not being pushy that they don’t even create any call the action on their website. Your competitor’s site not only educates the prospect, but makes it easy for them to act, whether via online order or phone call.
6. I don’t do social media – Of the 251 million people in the US on the Internet, 203 million of them are on Facebook. What are the chances some of them are your prospects? Your competitor, on the other hand, is out there building relationships with not only your prospects, but probably even your customers.
7. I have a high school/college kid doing my social media – While it’s true that teenagers are all over Facebook, and can post photos, tag people, like, share, and do all the other things that you don’t understand, social media for business it is COMPLETELY different. You wouldn’t even consider hiring an advertising or marketing person based on the fact that they sold their Xbox on Craig’s list so they could buy the new PS3? Your competitor hired a professional to create a social media plan that they religiously follow.
8. Having an incomplete social media profile – Have you ever noticed at a seminar or tradeshow they give you nametags? Is that just because they had money left over in the budget? No. It’s so you can network and build relationships with the people that are there. So having an incomplete profile on social media sites is like not only having no name tag but wearing a paper bag over your head. There’s not going to be a lot of interaction and you’re certainly not going to build any relationships.
9. Social media is a great selling opportunity – After all, you have a captive audience of Likers/Followers/Connections, why not fire away with your sales message? You’re probably one of those that go to a family reunion, pass out business cards and make your sales pitch to everyone there. Your competitor is giving valuable information, tips and helpful hints to her Likers/Followers/Connections. Her connections are growing and you wonder why yours are.
10. Social media takes too much time besides I don’t care who had Cheerios for breakfast. – Who has time to wade through the dribble on Facebook or Twitter? You have a business to run, marketing to do, and customers to keep happy. Meanwhile, your competitor has discovered a set of tools that let him/her not only schedule and manage their social media, but also monitor what’s being said about them online. They are developing relationships and handling customer service issues in real time before they become a problem.
Gary Wagnon is the master Ninja traffic generator for 800biz Online Marketing Solutions. Using a combination of action-centered web site design and the latest search engine optimization (SEO) techniques, combined with efficient and effective use of social media, 800biz creates an online presence that helps it’s clients stand out above the competitors and drive more traffic through the door.