Picture this: a group of friends sitting around two days before New Years Eve, trying to figure out what they wanted to do on the big night. They were going to stay local, in our rural Vermont town, and trying to see what they could do within a reasonable distance. They are sitting around, late at night, all pulling their smart phones out and Googling different local businesses.
“What is going on up on the mountain?” someone says. Someone else quickly pulls out their phone and pulls up different sites. “Well there is X, Y, and Z, and they have a cover of W amount,” the friend says. “Too much for my budget!”replies another friend.
“What about a limo? That’d be fun!” I grabbed a computer and Googled “limos in Rutland, Vermont” and what were the results? (See them here.). Only one of the companies in the area had a website. One! I don’t mean to rag on these businesses, but what is this about? Why don’t these businesses have a website? Why don’t all businesses, big and small, have some form of website?
According to internetworldstats.com, smaller markets lead the nation in Broadband growth, and the nation’s largest markets are close to reaching their saturation points (Source: www.internetworldstats.com/am/us.htm). For businesses that exist in these smaller markets, now is the time to finally jump on the “web” bandwagon. Looking at the latest census information, you will also learn some surprising things about Internet users. I was surprised (and somewhat excited, for argument’s sake) to learn that the age group with the most Internet users at home or work was NOT the 18 to 34 year-old group (boasting only 30.48% of the 228,112,000 of the collected surveys), but it was the 35 to 54 year old group that used the internet in these common spaces. The younger group mainly used their mobile devices to access the web on the go, which I am sure we all assumed. Researching this data a bit, I would have guessed that the 18 to 34 age group dominated all of the categories for Internet usage across the board.
The point I am trying to illustrate is you have to know your market. Understand that if you are a clothing store that is trying to specifically target women between the ages of 35 to 54 in a rural area, you need to advertise on sites that these women would visit when they are at home and at work. These Internet ads need to link back to your website. If you own a local young adult hangout who wants to reach the “under 35 club,” you need to be present and active on main social networks, including advertising, and again, link back to your website (Source: www.census. gov/compendia/statab/2012/tables/12s1157.pdf).
No matter your demographic, the Internet is where people go daily for information; banking, news, connecting socially. The top two uses of the Internet are using search engines and social networking. Since the dawn of the web, experts have stated point-blank, “If you have a business, you need a website. Period.” (Source: entrepreneur.com/article/65204). It is not just enough to have a website, you need to have a professional looking website that reflects your ideals and your business’ brand. Think about how you use the Internet, both in your business and personal daily activities.
If you are worrying about the cost of your website, look to support local businesses that specialize in website design. Not looking for an overly fancy website, but something more straightforward to get your information out there? Contact Bloomer Consulting, where Matt will help create the perfect website for you and your business. For more advanced websites, including server capabilities, contact one of the several larger companies in the area, that can build the perfect complex site for your business.
Over the next few weeks, I will address a few other “musts” for small businesses. Do me, and all the other consumers out there a favor first; get a website.