Small Business 101: The Digital Charm Offensive

— May 11, 2017

Winning over your customers in person with your charm might still do the trick, however, the digital world is entirely different. Your customers make decisions themselves, without the pressure of face-to-face interactions. Instead, their decision to stay on your website or to purchase your products or services, are based on their perception and interaction with your brand.


So while you still might be able to seduce a sale out of your customers in person, here’s how to embark on a digital charm offensive.


First impressions count.


When you meet someone for the first time, your first encounter likely determines if you will see them again. Online, your customers give you milliseconds to make a decision to stay or leave your site.


Many studies show that the look and feel of a website are the main drivers of digital first impressions. Website elements that drive the most opportunity to capture the interest of your visitors include your navigation menu, main image, content and contact details.


Responsiveness.


It is incredibly important that you not only talk the talk but walk the talk too. Responsiveness comes in two forms: technical and engagement responsiveness.


Firstly, the website itself needs to be technically responsive. This means, being functional, clickable and generally easy to navigate on both desktop and mobile devices. While many websites look beautiful on a desktop, they fail to translate on mobile devices.


Secondly, responsiveness refers to you and the brand. To build a genuine relationship with your audience you need to respond to their questions and enquiries in a timely manner. Remember to check your social platforms and contact forms daily. Providing timely and relevant responses develop your brand’s social engagement and building rapport with your target market.


Personality.


Your brand should exude a personality and represent who you are. If your brand is modern, friendly and approachable in real life, your website shouldn’t be any different.


Write your digital content in your brand voice and use the visual side of your website to appeal to visually engage with your audience. The content of your website should highlight who you are as a brand and what you stand for.


24-hour presence.


Lastly, unlike a bricks and mortar store, websites are open 24/7. Your online presence acts as a virtual billboard for your business. It’s a giant HELLO to the world!


Your website not only shows you off, it allows consumers to compare you to competitors so it is imperative that your website is the best it can be.


Want to embark on a digital charm offensive?

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Author: Darnelle O’Brien


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