Why Having a Digital Presence is Essential for your Business

Have you ever needed a handyman, or wanted to find a local bakery to make your son’s birthday cake? Chances are you probably Googled the service first. One Salesforce survey found that 85% of consumers research a product online before making a purchase. In fact, it’s never been so important for a business to connect and engage with current and prospective customers online. It’s all about your digital presence.

What exactly is a digital presence? A digital presence refers to how your business appears online. When people search for your business, your digital presence - social media profiles, websites, and more - will show up. It includes content you control and also the content you don’t control.

If your small business doesn’t have a digital presence on the internet, you’re missing out on valuable opportunities from people looking for your services. There are more than 30 million small businesses in the U.S. alone. How do you expect your customers to find you?

When building and growing your small business, it’s an absolute must to have a website…at the very least. A digital presence can even help grow your business exponentially. But what is a digital presence? And how do you build one? We’re breaking down why it’s so essential to have a digital presence for your small business.

What is a digital presence?

When most people think ‘digital presence’ for their business, they think ‘website.’ But a digital presence can mean a number of different things, including:

• Social media profiles
• Website
• Google Maps location profiles
• Online reviews listings, like Yelp
• Digital ads, like Google ads or Bing
• Email newsletters

As a small business, it’s easy to feel overwhelmed. Maybe it’s too much to manage social media profiles, a website, and online review platforms. That’s okay! One of the best parts of a digital presence is discovering what works - and doesn’t work - for your business, and adjust from there.

What should your company’s digital presence include?

Before we discuss the importance of a digital presence for small businesses, and how to build one, let’s discuss what your company’s digital presence should include.

Your customers are online. A strong digital presence helps your small business meet customers where they are right now. Your customers will turn to the internet to find solutions to their products, and without a digital presence, you’re missing out on big business.

People search for your business online, and they will want to be able to learn the who, what, where, and why about your business.

Who: What’s your business’ name? What’s your story? Is your business family owned?

What: What solutions does your business offer? What services or products do you sell? 

Where: Where can customers find you? 

When: When does your business operate? Are you closed on holidays, or available 24/7? 

Why: Why do you do what you do? Is there a story behind your business?

Your strong digital presence should answer all of these questions for potential customers. 

Why is it important to have a digital presence? 

Having an online presence can make or break your business, especially if you are a small business owner. A digital presence can facilitate bookings, raise brand awareness, and grow your customer base. Here are some of the key benefits to a digital presence: 

1. Showcase products and services 

At the end of the day, your small business needs sales to survive. A strong digital presence can help showcase your products and services with online portfolios, social media photos, videos, and so much more. Mastering the techniques of building a great digital presence can be beneficial to growing your business in the long term. It’s not about becoming an expert in SEO or Facebook, either - don’t be afraid to ask for help when you need it. 

2. Build relationships

A digital presence isn’t just about your company website. Use your digital presence on social media to build relationships with your customers and followers. Regular updates to social media will help you cultivate a brand voice, and this voice will help you connect with your customers and provide that human touch. 

It’s not just about engagement, either; one study found that social media-based influencer recommendations help 49% of consumers decide what to buy. Plus, through social media, you can get to know your customers and understand their needs - and better cater your products and services to them.

3. Increase brand visibility and help customers find you

With a strong digital presence, your small business will be much more visible to prospective clients. A website or social media profile is essential. Customers can find your business easier, whether they know your business or not. 

A strong digital presence can also help with brand recognition. When customers need help, they will turn to Google to find an answer. Your brand can reach new customers through strong SEO and paid ads. When customers are ready to buy, they will be able to find you. 

4. Reach a wider audience

It’s just a fact: customers can find your services and products faster when your small business has a strong digital presence. More often than not, customers turn to the internet when they need help. Even if your small business has an amazing brick-and-mortar store, there’s no guarantee that everyone will find that physical store. And what about the people who might not be able to make it, for one reason or another? 

A digital presence builds the gap. Many consumers will start their shopping experiences online. They might follow up with an in-person visit to your store… but they may not. With a simple Google search, your company may find hundreds of new potential customers. Plus, you can offer customers incentives for shopping online through your website. 

5. Understand what works - and what doesn’t 

Don’t get discouraged if your website or social media platforms aren’t working the way you want them to work. As a small business owner, you’re just figuring it out. Don’t forget to play around with your website, your social media, and your other digital platforms. If something isn’t working, consider it insight into the process of running digital platforms. Sometimes, you need to recalibrate and innovate. Maybe that means testing out new images on Instagram, or rebuilding your website, or creating a new ads strategy. Don’t be afraid to play around!

Building your company’s digital presence takes time. Nothing happens overnight, so don’t expect dramatic changes. Once you do the groundwork to build your digital presence, you can start to ramp up your marketing strategy and work towards your goals.

Feeling overwhelmed? It’s only natural. Building a digital presence from scratch can be difficult and time consuming, especially for small businesses. If you’re finding a lack of bandwidth to do it yourself and aren’t ready to bring on an in-house marketing professional full-time, we recommend working with a digital marketing agency that specializes in working with small businesses. Digital marketing agencies can help you build your digital presence, find the right audience that converts, and ultimately, grow your business!