Clearly, most business owners
understand the important of utilizing digital media to access customers. Almost all major companies have fully developed
presences on social media buttressed by well-constructed websites and extensive
digital marketing campaigns.
However, small business has not surprisingly
lagged behind its more sophisticated and wealthier competitors. Currently, 3 in 10 small businesses do not
have an online presence, and nearly 30% of small businesses have no social media
presence according to the National Small Business Association’s 2013 Technology
Survey.
This is a huge lost opportunity
for small businesses as digital outlets are in many ways their best opportunity
to level the playing field with larger firms.
The kick that many businesses can expect from building out an online
presence is considerable, and social media is especially attractive to small
business as a low cost to no cost alternative to access customers. However, so many small businesses do not
utilize the medium, or they use it poorly and fail to connect with their customer
base. As cited in a recent USA Today
article, many small business owners feel intimidated by what they feel is a
considerable number of social media options.
However, many of these business owners fail to recognize the cost of not
playing in the space at all.
Consumers today expect businesses
to have a website at a minimum. Then
passing up on the opportunity of what is effectively free advertising on
mediums such as Twitter, Facebook, and Instagram is a costly mistake. Cleary, this presents an opportunity for a
wealth of small business consultants willing to take on an angle of business
which still bewilders many small business owners.
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