Internet Lessons for Small Businesses
Big companies aren't the only ones that need to manage their brands online.
Big companies aren't the only ones that need to manage their brands online.
For the past six months, I have been searching for an apartment in New York City. As anybody familiar with the process will tell you, it’s a harrowing experience. But besides learning the true meaning of terms such as “pre-War bathroom” (that means it’s in terrible condition), I have also been getting a good lesson in how important it is for small businesses to have an adequate Internet strategy.
Because I use the Internet every day to gather information and stay in contact with people (as millions do), I rely on the Net to drive my apartment search process. I look at new listings, research neighborhoods, and stay in touch with the agents who are working for me, all using the Net.
What I am learning, however, is that a digital divide exists between small businesses that use the Internet to find and build relationships with customers and those that don’t. And although I doubt I am representative of all or most of their customers and prospects, I can attest that the real estate companies that don’t use the Net well are quickly crossed off my list.
From my search, I have gleaned the following lessons all small businesses should heed:
The best way to make sure you will be found is to pretend you are a customer looking for the product you sell. Try to make sure you are everywhere the search process takes you. If you want information on showing up on search sites, check out Danny Sullivan’s site or read ClickZ’s Search Engine Marketing column.
The digital divide between businesses that use the Net effectively and those that don’t will only grow. Many businesses that ignore the Net will fail.
The lessons I have learned in the process have been valuable. Now I just need to find a place to live.