Kim Little is Senior Vice President Commercial Lead of Web.com and Product Management at Newfold Digital, parent company of Web.com.
Leaves are falling, the air is crisp and we’re surrounded by pumpkin spice and everything nice. Autumn is a time of change and transformation, which means that even as the weather cools, aspiring entrepreneurs should turn the heat up and focus on reaching their business goals.
Starting and running a business is no easy feat, and as we enter the busiest shopping season of the year—a critical time for revenue and growth—entrepreneurs should leverage digital tools to work smarter and more efficiently.
If you’re new to digital solutions and tools, like AI, website-building and SEO, there’s no need to worry. Based on my experience providing web solutions to small-to-medium size businesses, here are my top three tricks (and treats) to prepare your digital storefront and online presence for success.
Pull down the cobwebs and refresh your site.
Cart abandonment is still the bane of every business owner’s existence. With the potential for more eyes on your online store as the holidays approach, improving site aesthetics is critical to turning a reluctant or one-time visitor into a loyal, returning customer. But for many business owners, it can be hard to determine whether your site needs a simple refresh or a complete redesign.
If you regularly update your content and descriptions, a little buff and shine to stand out during the holiday shopping season may suffice. On the other hand, if pages are slow and dysfunctional, your layout no longer complements your brand, or you’re failing to drive traffic, you’re likely in need of a greater overhaul.
No matter which category you fall under, you should make sure to dust off your site a few times per year to make sure it’s still performing optimally. For those who aren’t so digitally savvy but still want an expert touch, professional services can be extremely helpful in reaching your goals quickly and at a reasonable price point.
Brew success with AI and other digital tools.
With over 100 million users, it’s safe to say AI tools like ChatGPT are popular for a reason. To elevate the quality of your content and services while boosting overall business growth, consider making AI a part of your digital strategy. Look for website-building solutions that offer AI-powered plugins and step-by-step guides to streamline the process and remove the complexity that comes with establishing an online store.
Additionally, AI solutions can play a highly effective role in improving customer experience and satisfaction. An AI-driven customer support system can process customer queries and compile the necessary information for business owners to respond promptly and accurately. Automation helps eliminate the pesky, manual elements of the job, giving business owners time back to focus on other priorities and address the human side of customer interactions.
An overwhelming number of enterprises are adopting AI, but small businesses are a bit slower to get on board. A recent survey of small business owners in the U.S. and Canada found that only 25% of respondents are using or testing generative AI. So if you’re willing to use the tool and beef up your online strategy, you can gain a competitive advantage and potentially outperform your SMB counterparts.
Patch up your marketing strategy.
Marketing is a key slice of the pie when it comes to driving business success. You could have the greatest business idea in the world, but it won’t matter if no one knows about it or sees it. A good marketing strategy should be multi-pronged and cover all the bases, from optimizing your in-person and online stores and social media channels to generating awareness via search and word of mouth.
After you’ve refreshed your site, determine which social media channels will be most effective in connecting with your specific audience. For example, a fashion or clothing brand geared toward Gen Z could engage customers through TikTok and Instagram and work with influencers to create extra buzz. Pictures and videos should be tailored to the season and amplify the latest promotions, deals and new offerings.
Other methods to boost word of mouth include distributing eye-catching marketing mail, optimizing your brick-and-mortar experience and promoting positive reviews and testimonials on your website and social media pages.
Entrepreneurs should also zero in on the often-overlooked elements of business, such as search engine optimization (SEO) and data aggregation. Seize the opportunity to glean valuable customer insights, which can then be used to inform overall brand strategy.
Investing time in creating a strong SEO strategy will ultimately help rank your site higher in search engines, increasing overall visibility and traffic. If you’re new to SEO, many website builders offer SEO plugins to simplify the process.
For entrepreneurs looking to boost or break into business this fall, a ramped-up online presence and digital strategy is a strong foundation. With a refreshed website, AI support and an enhanced marketing strategy, you’ll be seeing more green along with your favorite fall colors.
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