Every resource you need for your business is at your fingertips — literally. A few keystrokes and a quick search can help you design a logo, publish a website or order branded merchandise. The same is true for your business’s current and potential customers. A quick thought of a want or need, and they are online searching for a solution. With the internet placing businesses only a click away and AI changing how consumers discover information, earning a customer’s attention is more difficult than ever.

So, when it comes to staying competitive in the digital marketplace, small business owners and entrepreneurs need to understand the many layers of online consumption.

Be Discoverable

A business can’t be found online if it doesn’t have a digital footprint. That may seem obvious, but these days, that theoretical footprint is far larger than it once was. The first and most obvious step is to have a website with a brand-specific or custom domain, for example, yourbusiness.com. A custom domain is typically available for an annual fee. While it is possible for a business’s website to exist online at no cost, the domain often includes a hard-to-remember series of words and/or numbers. Without a custom domain, a business loses credibility with potential customers.

 

Search Engine Optimization

The term Search Engine Optimization, or SEO, is often thrown at business owners without much explanation. SEO is the process of improving a website, so it appears higher in search results when a customer searches for relevant topics in a search engine like Google.

 

Your website’s structure, content, loading time and credible inbound links all contribute to a website’s search rankings. It’s important to note that search engine optimization is not an overnight phenomenon.

 

And that optimization can help businesses be found not only on general search engines but also on AI platforms like ChatGPT or Claude. From there, social media can further expand a business’s reach.

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Be Social

Thanks to a Meta-commissioned online study of 500 consumers in the United States, Brazil, Germany and India, we know that 92% of consumers use social platforms for product information, compared to 79% who use traditional search engines. That’s not to say one is better than the other. This shows that developing a search strategy for both is important, especially since social platforms can also support discovery.

 

Additionally, social media posts from public accounts can now appear in Google search results, further evidence that up-to-date social media platforms help the cause.

 

On-brand social media pages with consistent posts also lend toward a business’s credibility and accountability. However, small business owners wear many hats and have busy days, so it’s important to be strategic about which social platforms are utilized. It is not necessary for a business to be on all social media platforms.

 

According to a Social Media Fact Sheet published by the Pew Research Center, Facebook’s core demographic skews slightly older, with a majority of users aged 50 and older. A majority of Instagram’s users are aged 19–29. So, it’s important to dedicate time to the social media platforms that are more likely to help your business grow.

It Takes Time

Competing in the digital marketplace as a small business owner takes time, dedication and money. With the constant expansion of search, AI and social media, a business owner’s advertising or marketing budget is more likely to be allocated to search engine optimization or hiring a social media manager, rather than traditional paid television commercials or newspaper ads. In other words, each step in the process requires a deliberate investment.

The world is at everyone’s fingertips. In some ways, it’s easier to connect with customers than ever before. But it takes thought, strategy and commitment.

 

SCA serves small business owners and self-employed individuals, providing resources to help them grow their businesses. To learn more about those offerings, click here.

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Articles in this newsletter are meant to be informative, enlightening and helpful to you. While all information contained herein is meant to be completely factual, it is always subject to change.

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